6 Tips and Trends to Improve Your Emails and Make Them Work
Emailing leads and clients remains an effective strategy that keeps sales coming for many businesses. Find out how you can improve your emails to help you reach your sales goals.
Have you ever gotten an email that made you click on a link or even buy a product? Read a catchy subject line that made you curious and read the rest of the email? A persuasive photo of a product? Discounts, opportunities, and marketing offers you don’t want to miss? There’s a reason why businesses still use email despite it being labeled as “outdated” as it remains potent and effective.
In 2019, the Direct Marketing Association (DMA) found that email marketing can give you an average return of £42 ($57) for every dollar spent. This is supported by a June 2020 survey conducted by Ugam, which saw 51% of marketers reporting an increase in email marketing spending.
Email users also continue to grow each year. In 2019, there were around 3.9 billion email users globally (Statista), a number forecast to grow to 4.48 billion by 2024. With all these numbers, it’s safe to say that email marketing remains a top marketing strategy that companies and entrepreneurs can use to grow their business.
So how can you improve your emails and make them work? Check out these 6 tips and trends for email marketing in 2021.
6 Email Marketing Tips and Trends in 2021
Here are the top email marketing tips and trends in 2021:
1. Emails Promoting “Essential” Products
According to Omnisend, click rates were observed to have decreased in general in 2020. The economy is a major factor to blame, which shaped the consumer market’s preference for need-based shopping. However, poor CTAs and bad marketing copies are also partly to blame.
That’s why the preference for “essentials” like fitness equipment and healthcare products has been on the rise. And emails framing their products and services as “essential” during the pandemic will likely see an increase in click rates.
2. Interactive Content is the Way to Go
When sending out messages, always remember that your target audience is potentially exposed to millions of information every day. This is why the average customer attention span has been found to last up to 8 seconds— increasing the chances of your emails getting ignored.
Digital marketers found that making your content interactive can address this problem. By including infographics, videos, polls, calculators, and quizzes, readers are able to “interact” with you until they click your CTA button.
3. Small Businesses Will Benefit the Most from Email Marketing
Businesses, especially small businesses, have experienced difficulty getting in-store traffic during the pandemic. That’s why many have moved their businesses online.
And to keep customers and leads engaged, businesses have been using email, which serves as a powerful tool (sometimes, at no cost) to reach out to a large audience quickly and effectively, informing them of the latest and most needed products and services during the crisis.
4. More Secure Features Appreciated (e.g. BIMI)
Google announced back in 2020 about its support for Brand Indicators for Message Identification (BIMI) in Gmail. Here, once an authenticated email passes all anti-abuse checks, a logo will be displayed in the Gmail User Interface.
BIMI will help combat phishing attempts in email. Once a recipient sees that an email is BIMI-compliant, it makes it easier for them to trust the email content, as well as the brand.
5. Personalized Emails Will Stand Out
Personalization is an important strategy in marketing— especially email marketing. Because leads and customers have been desensitized by irrelevant emails sent in bulk by businesses, personalized emails that feel like they’re tailor-made for the recipient are more likely to stand out.
Putting a personal touch in your email helps improve your click-through rate (CTR). You can do this by putting in the name of the recipient. Or even by customizing the CTA button according to the buyer persona of the recipient.
Businesses should also only send relevant content to target readers. And they can do this by conducting email segmentation, which is by grouping recipients together according to their commonalities (e.g. gender, age, industry, location, etc.)
6. Many Businesses are Starting to Use Email Automation Tools
The pandemic sparked the drive for businesses to use sales and marketing tools that are capable of automating email marketing.
Many of these tools allow you to automate the sending of emails based on your desired schedule, meaning that the software can send your emails for you to target readers automatically as if you have an extra secretary at the office.
Email automation tools also often have built-in analytics that lets you gain an insight as to how many customers saw the email, clicked them, or even how much of your sales came from these emails.
Marketing automation has been observed to help drive a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead costs. Overall, 74% of marketing users report that “time saved” was its largest benefit, plus 76% of companies claiming a return on their investment within the first year.
Upgrade Your Business With Email Marketing
Check out how you can use email marketing tools such as Saphyte to improve your marketing results. Get started here.