Email marketing is a cost-effective, permission-based and scalable way of reaching out to prospective customers. It helps build meaningful relationships, since the process is less intrusive. It is extremely time saving, eco-friendly and measurable too. Given the benefits, many companies consider email marketing an integral part of their overall marketing plan.
The number of active email users is expected to reach 4.3 billion in 2023. With an average click-to-open rate of 14.10%, this form of marketing allows companies to reach an impressive number of prospective clients to promote products, communicate and advocate their brand.
Even as COVID-19 impacted budgets and strategies within organizations, email continued to play a major role in nurturing leads as well as acquiring and retaining customers, according to an article by Smart Insights. In 2021, it has become even more important to unlock opportunities offered by email marketing, as these time-proven solutions can shape the way brands interact with their customers. Here’s a look at the trends for 2021.
User Generated Content
As marketers look for more diversified content, user generated content adds an interesting dimension to your email marketing efforts. You could ask customers to send in testimonials and images of them enjoying your offering. These can then be compiled and shared with prospective customers. Consider running a contest via email to increase interactivity. While newsletters do grab attention, sharing CSR or team stories may connect better with readers. Add loads of good reviews and survey results. Encourage existing customers to post photos of them enjoying your services. These are effective ways to gain trust. Companies can consider including post-purchase surveys in their email marketing strategy.
This is an emerging trend in 2021. Depending on your offering and target audience, you can choose a male or female voice. Keep the tone less intimidating and friendly. You can work with voice experts or make use of text to voice software to integrate voice-overs in a cost-effective way.
Automated behavior-based emails can be sent after specific user actions. For example, when someone signs up for an account, leaves the shopping cart mid-way or visits your website, a follow-up email can be sent out. Drip emails have proved to increase click through rates by 119% and can generate 18 times more revenue. So, identify the goal, decide the touch points and personalize the content to make it work, according to an article by HubSpot. With this approach, customers will receive the exact information they need to take the next steps.
Customers tend to become more loyal when treated with warmth, care and attention. Appreciation can covert subscribers to first time buyers, validate user choices, win back lapsed customers, make the brand look thoughtful and increase a company’s publicity, says an article by Designmodo. Send these when a user has given some thoughtful feedback or taken part in a poll. Out-of-the-box designs and interesting content can create a lasting impression.
Email marketers must consider user privacy and interactivity. Ensure that all emails contain social media buttons in the content. Moreover, fun and innovative mails can increase brand awareness.