Current Trends for Your Best Email Marketing Successes
Email marketing is STILL not dead. Back in 2015, I said that “email marketing is kind of huge right now” and it’s only become more important since. So what are the current best-practice trends?
Seven years ago I was already doing most of my holiday shopping online, but these pandemic years have only increased my online shopping habits. In my own personal experience, I have been encouraged to be a repeat shopper not only because I love their products, but also because they continually send me emails that hit the nail right on the head.
I shared four email marketing trends in 2015. No surprise, they are still big today, although updated for 2022. There are also a couple of new trends you should know. Here’s the roundup:
Nobody wants to read through a wall of text. When I open my email, show me the cute new clothes I obviously need to have for my kids and I’ll click on them. This is still as true now as it ever was, but today, the most successful graphics are especially on point. For instance, think back to how many ads you have seen with masked people in them.
It’s so easy to shop when I've got a bright and shiny email in my inbox with a subject reading: "40% off your favorite handbags through midnight tonight only!" Obviously, I need to see what that's all about. It's 40% off? It's only for today? It’s all right there without me having to search online.
How does Pizza Hut always know to send me those promos at 6 pm on a weeknight with two screaming kids, no food in the house, and a list of things I'm supposed to be getting done? Email automation has only improved since 2015, making it easy to send emails when people are hungry. Or when the kids need school clothes. Or when they should be just about out of their last shipment. You get the idea.
People are shopping, ordering, and checking email from their phones. You do it, too, standing in line or waiting for your kid’s practice to be over. Wherever our busy lives take us. If your emails aren't designed to be mobile, then they are sort of pointless. This is another 2015 trend that is even more important in 2022.
While we certainly saw personalized email seven years ago, this trend is really big right now. Personalization is much more than just starting out with “Dear [first name].” Particularly to encourage repeat sales, there are tools to make it easier to use the data you already have to speak to your customer with friendly familiarity.
Even though people say they hate how stuffed their email inboxes have become, the statistics show that they are definitely still clicking on emails that catch their eye and engage their interest. That should be the emails that your business sends!
It’s not child’s play, but applying the current trends and testing is how you’ll find what works for you. And don’t forget that your emails need to link back to web pages that need to continue your sales persuasion. Need help setting it all up? Give us a call to talk it over!
Image "Email," Kate Gingold
This article is an update to “Email Marketing in 2015” dated 1/14/2015.