A global pandemic can really stir things up in the marketing world. In 2020, we’ve seen some big changes in digital marketing and 2021 is likely to bring even more changes. As a digital marketer, it’s important to pay attention to trends so you can stay on top of changing best practices without disrupting your entire marketing strategy. That’s why we’re sharing seven email marketing predictions for 2021. With these predictions, you’ll have the tools you need to keep your brand ahead of the curve—and ahead of your competitors—in 2021.
Email marketing may be 40 years old but it’s as strong as ever. Perhaps even stronger as brands have made the shift to digital marketing channels as we navigate the ever-changing marketing landscape brought about by COVID-19.
If you’re new to email marketing, now is a great time to start. Check out our guide to email marketing for all you need to know about this top marketing strategy.
1. Hyper-Personalization
If you’re familiar with email marketing, you already know that personalization matters. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. And, Experian found that personalized emails get 6X higher transaction rates.
That’s huge. But just adding your recipient’s name in your email subject line and email copy won’t be enough to sway most consumers in 2021. Consumers are now looking for hyper-personalized content that gives them information relevant to them, and that feels like it was meant only for them. In fact, according to Lucid, roughly 20% of people will unsubscribe from a newsletter if the content or promotions don’t match their interests.
Can you afford to lose 20% of your email marketing list?
Fortunately, you can start sending hyper-personalized content by using segmentation and dynamic content.
Email list segmentation is the process of grouping email subscribers into smaller segments based on certain criteria. This could be anything from location, purchase history, interests, behavior, and a lot more. Using these segments, email marketers can create content that is specifically for each segment instead of sending the same message to everyone.
This process is made a lot easier if you have an email marketing service that allows for the use of dynamic content. Dynamic email content is any personalized part of a marketing email that changes depending on your email list segments. You can create hyper-personalized emails by adding variables to your mailing list and segmenting your list.
For more ways to create personalized emails that get opened, check out our email personalization best practices.
2. Text-Only Emails
Clocking in at number two on our list of email marketing predictions for 2021, you can expect to see a lot more text-only emails.
This doesn’t mean that you can’t send emails with GIFs and eye-catching images, of course. It just means that you don’t have to. In fact, continuing with the hyper-personalization trend, it’s likely that this newfound love for text-only emails is because they feel more personal, like an email you’d send a friend (because let’s be real, most people don’t send image-heavy emails to their friends and family).
Sending users a text-only email can be a nice change of pace for your subscribers. You can mix your text-only emails in with your other designed and templated emails for maximum effect. To get the most from your less-flashy emails, use them when you’re looking to get a little personal or trying to connect with your subscribers on a deeper, more personal level.
Here’s an example of a text-only email from Movable Ink:
As you can see, the use of text in this email makes the email feel much more personal and important than it would if it were filled with GIFs and images.
Author: Influencer Marketing Hub
Source: 8 Email Marketing Predictions for 2021 to Boost Engagement and Revenue
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