2020 is finally ending, and it’s been wild. Now it’s time to look into the new year and figure out the best ways to adapt your business strategies.
Since we can reasonably expect the flow of profit to remain online-based in the coming period, we decided to take a look at some ways to boost the email marketing aspect of the business.
We’re going to go over some of the most likely predictions for the new year. Choose your unique combination of strategies that have the best chance to improve the effectiveness of your campaigns.
Predictions for email marketing in 2021
When it comes to what to expect for the new year and how to improve your email marketing campaign, experts have a good few ideas.
1) Focus on textual content. The more graphic components of marketing emails – images, GIFs, banners, etc. – are facing a serious drop in popularity. The reason for that is the all-round feeling of disconnection that 2020 has left us all with. Text-only emails are garnering much more positive reception now.
On that note, you may want to revise your simple mail transfer protocol knowledge. Understanding the backstage of text delivery will give you a serious edge now that multimedia content is less desirable.
Now, people crave the feeling of human contact, and this is being reflected in their advertisement preferences. Remember, emails are basically letters in digital format.
Therefore, take some time to refresh your classical writing skills and adapt them to your email campaign. You can find some good samples on websites dedicated to academic writing like Subjecto, for example. The methods that work for essays work for business correspondence too!
Just like letters, an email that’s all text/ almost all text feels more intimate, more focused on the individual recipient. In contrast, when you see an image or GIF, you know everybody is getting the exact same thing.
2) Try making your content interactive. If you’re looking to promote a few different products at once, consider interactive emails. This is an especially good option if you work in eCommerce. Instead of relying on links to external landing pages, add shopping buttons and attention-grabbing carousels directly into the body of the email.
This is possible to execute by using Accelerated Mobile Pages. AMPs make it possible for your readers to shop, browse new products, etc. in the email itself. It reduces the friction (the number of times they need to click in order to complete an action).
People like easy solutions. The less hard they have to try, the more likely they are to make those purchases. However, AMPs are not supported by all email service providers. You may have to make an account with another provider or pester your current one into adding that feature.
3) Personalized messages are becoming even more popular. If a subject line is tailored to the reader, the chances of that email being opened and read jump by approximately 50%. Likewise, making the email itself more personalized results in more conversion (the rates multiply by several).
In 2021, you’ll have to step it up a little. Just inserting people’s names in your messages isn’t going to cut it anymore. Enter the concept of “hyper-personalization.” Leveraging email automation tools can help streamline this process, ensuring that each recipient gets a unique and relevant message.
You will have to tailor your newsletter and other email content to each individual so that they feel like it was made especially for them. Make it as relevant as you can to their specific interests.
4) Use bright palettes more. This probably seems counterintuitive after we told you to go for text-only emails, but bear with us. Remember, we said that emails which are 100% text are good at fostering a feeling of intimacy and old-fashioned individual connection, like letters.
But you shouldn’t go overboard. If you use it all the time, it loses effectiveness, and it won’t have a real impact when you need it.
Instead, mix it up with regular templates – and spice those templates up with color! Go for a bold redesign in bright hues for your palettes and accompanying images. Color is an important aspect of writing good product pages, and the same effects translate to email.
Use color psychology to dictate the way your subscribers will see your content. Employ those subconscious mechanisms to boost engagement and increase sales.
For example, red evokes feelings of energy and magnetism, but it’s also the color of alarms and aggression. Consider orange as an alternative. Blue is associated with security, safety, honesty, trust, and logic, so it’s great for promoting home security products or learning aids. Yellow evokes youth, joy, positivity, and fun, so it’s excellent for marketing products aimed at children and young people.
5) Invest some effort in efficient automation solutions. All the things we mentioned earlier – interactive content forms, bright designs, high level of personalization – take a lot of work and eat up a lot of time. As a business owner or entrepreneur, you can’t really afford to waste hours on tailoring hundreds of emails.
Therefore, make a New Year’s resolution to automate more of your processes. Automation is an excellent strategy for boosting your productivity, not just in email marketing but generally in business and everyday life. In addition to digital efforts, you can also take a look at these research-based personal productivity tips.
Specifically, to achieve deeper email personalization without frying your brain, rely on your analytics tools and features to monitor subscriber behavior. Here are two examples of this process that are widely known and popular:
- Monitoring people’s purchases and using that history to send them personalized recommendations for online shopping
- Letting people personalize their own email marketing content for you by presenting them with options to filter what info they would like to receive and how frequently.
If your email provider doesn’t have the features you need, consider migrating. There are some free email servers out there that are great for marketing campaign needs! When it comes to employing automation features in actual actionable tactics, we have a few ideas for you. Try one or more of the following:
- Have a welcome series in place: many businesses and eCommerce platforms send a welcome email to their new subscribers. You can refine this tactic by having a series of welcome messages instead. In other words, make a short playlist. That will give you more engagement and set expectations better.
- Improve your transactional messages: when you send confirmation emails after people perform an action on your product website, use that chance to sell something else, or increase engagement. Confirmation emails have the highest open rate, so take advantage of that.
- Email people on special occasions: reach out to subscribers on their birthdays, membership anniversaries, etc. Add a “special occasion discount” to let them know you care about them. This will increase your client retention rate and possibly get you an increase in revenue.
Let’s recap. To make your email marketing campaign more successful in 2021, you will need to make your messages more personalized and improve the automation of your processes. Consider making your content more interactive, with a brighter-colored design, and use text-only emails for important messages that need to feel more intimate.
Also Read: 5 Things To Focus On For Copywriting