Email marketing is a powerful tool your brand can use to connect with your target audience and convert leads into customers. According to a study conducted by Statista, “The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027.” As email marketing is on the rise, this gives your brand an opportunity to take advantage of the trends for greater engagement. Here are some of our favorite email marketing trends that can shape your strategy:
User-generated Content to Establish Trust
Authenticity has the power to establish trust with users who are yet to purchase from your brand, converting them into customers. A great way to cultivate authenticity is to feature user-generated content in your emails. User-generated content (UGC) can be photos that customers post on social media about your brand. Examples of photos include lifestyle photos or photos that review your products in the caption. UGC can also include unboxing videos that showcase your packaging. In addition to social media content, UGC can also be customer reviews posted on your website.
If your brand is looking to obtain UGC, you could run a contest asking customers to share content using a specific hashtag. You can note in your contest post that your brand will share its favorite photos from customers. Employee-generated content can also establish trust amongst your email readers and highlight why your employees enjoy your products. User-generated content acts as a digital word-of-mouth marketing tool.
AI for Stronger Personalization
Personalization is a strong tool especially for e-commerce businesses. Using AI, your brand can utilize segmentation for powerful email targeting, sending emails based on how users interact with your content. For example, if a user adds a product to the cart, your brand can send an email suggesting other products they may like. Or, if a user engages with blog posts on a certain category, you can send an email highlighting posts they might find helpful.
Interactive Elements to Engage Users
GIFs can bring life to your emails and get your email users excited about your products. You can create GIFs to surround a promo, or you can build product animations in a GIF. Your brand can also incorporate polls into your emails to increase engagement. If your brand incorporates an interactive element, make that single element the main focus of the email. Adding too many interactive elements can be more distracting than engaging. As you get creative with these fun elements, use brand colors to improve brand recognition.
Mobile Friendly Design to Improve UX
According to research conducted by Statista, 4/10 emails are viewed on mobile devices, so designing your emails for mobile will improve user experience. To design for mobile, ensure elements don’t get cropped to where users need to zoom in or out to view the entire email. Buttons should be easy to click, large enough and with sufficient white space. Paying attention to these details will help you build a strong mobile experience, making it easier for users to interact with your emails.
We hope these trends help your brand build emails that speak directly to your customers’ needs. If your brand is in need of email marketing, reach out to Deal Digital today.
