Email marketing gets the job done.
No matter how many new and creative strategies there are, it remains one of the best methods to inspire loyalty and awaken interest.
Recent statistics show that 60% of consumers have bought something directly influenced by a promotional email. Plus, they will continue to do so because it’s the main channel for them to discover events, discounts, and promotions.
It gets better. According to the Content Marketing Institute, 87% of B2B marketers say email is one of their top free organic distribution channels. Moreover, Litmus Research Center found that email marketing has the power of generating 4200% ROI for every $1 spent on it!
With this insane ratio, we know for sure that email doesn’t plan on dying any time soon.
Each year, email brings new trends to follow so let’s see what we can do to utilize this strategy to the max in 2020.
1. They Don’t Care Unless You Care About them
Nobody likes cookie-cutter emails.
This is why you need personalization and segmentation to make an impact on your recipient. Statistics show that the three main reasons for using personalization in email marketing are improved open rate (82%), higher CTR (75%), and better customer satisfaction (58%).
According to Campaign Monitor, marketers have noted a 760% increase in revenue from segmented campaigns.
It’s not only about a “Hello, {your name}” anymore. Age, location, professional status, and browsing habits are necessary elements that go into crafting a great email. You can use marketing tools like Omnisend or ActiveTrail to help you or you can gather the right data directly from your potential customers via survey or sign up form.
To further upgrade this strategy, you can combine email and social media marketing. Create specific tags or user-generated content. Engaging your audience and building a community is the best way to let them know you care.
To make sure you deliver a fitting personalized experience, you can employ email marketing services. UCXmarket focuses on making you stand out from the crowd. The team designs custom emails with fresh imagery and content that boosts your brand awareness and click-through rates.
2. Entice Through the Mobile Device
Did you know that 46% of emails are opened on mobile devices? Makes you think about how well optimized your emails are, eh?
Here’s what you can do to have your content look inviting on mobile devices:
- Keep your subject line in mind. It’s best to make it straightforward unless you have something really intriguing to say like “A faster donkey” – The Hustle.
- The same applies to your copy, especially since the content is more compressed.
- Keep your CTAs clearly visible. To ensure maximum clickability, your CTA buttons should be at least 44 x 44 pixels.
- A dynamic illustration or captivating design serves best to give context. After all, our brain processes visuals 60,000 times faster than text.
- Don’t overdo it with the images though or your email will get kicked to spam.
- Usually, minimalist designs with a clear call to action work great.
3. Come to the Dark Side
One of the most practical design trends is the Dark Mode.
Email providers Gmail, Outlook, and Apple as well as the majority of social media platforms enable their users to switch to Dark Mode and honestly, it’s great. Not only does it look elegant and is easy on the eyes, but it can also save you battery life. This mode has powered its way into UI and is recognized for representing class and sophistication.
This March, readers of Android Authority were asked to tell which mode they use and an overwhelming 81.9% answered with Dark Mode. A similar percentage is being hummed around Apple product users as well. What this means for you is, you should learn how to make your emails live in the dark or they might just easily get discarded.
Here’s what you can do to optimize your emails for Dark Mode:
- Optimize your logo for all styles. It should be clearly visible but not too shockingly contrasting.
- Consider modifying your existing color palette to harmonize with light and dark colors.
- Add a white outline to your dark text.
- Use transparent images but not always. Icons can disappear in the dark.
- Always test your emails in both modes before sending them.
4. Add Some 🔥 to Your Subject Lines
Ever thought about adding emojis to your subject line? Then do it! With care.
The usage of emojis unravels a decade-old debate of whether you seem unprofessional and annoying or fun and engaging. Recent statistics say that 56% of the brands that used emoji in their email subject lines had higher open rates. We come back to the fact that visuals are appealing to everybody and in a dull inbox, a little speck of color will surely grab the most attention.
Like everything else, emojis should be used in moderation and be kept relevant to the topic, otherwise, your emails are going to be sentenced to a quick death in the spam folder.
5. Utilize ALL Your Emails
Customers want to feel welcomed and appreciated. Make them feel that.
Recent statistics have found that welcome emails have the highest open rate with a whopping 91.43% and are considered a conversion weapon with a CTR that’s 4x higher than any other type of marketing email.
It’s also the expectation of the customer that needs to be met. 74% of subscribers expect a welcome email after they’ve subscribed to you, so this is your opportunity to shine!
Welcome emails are a gold mine when it comes to building brand awareness and customer loyalty, as subscribers who have read at least one welcome email from you will read 40% more content from you in the following 180 days.
You need the welcome email because it sets the tone for your relationship with your customers.
Though, your calculated marketing emails aren’t the only ones that arrive at your customer’s inbox. There’s content you’re sending off without knowing–transactional emails.
All those password resets, order receipts, confirmation emails, etc are great for strengthening your brand value and increasing revenue.
As a matter of fact, most transactional emails have an open rate of 80-85% compared to most marketing emails where it’s somewhere between 20-25%.
So best take the opportunity and transform those dull emails with wild open rates into beautifully designed customer experiences. You’ll see the difference.
Takeaways
- Create concise content and clear CTAs.
- Brand and personalize every email.
- Show your customers that you care.
- Optimize your emails for mobile devices.
- Always test your emails before sending them.
Did we miss something? Comment below and let us know what other email marketing trends businesses should follow!
