Email Marketing Trends

Email marketing trends are ever changing in the fast-paced world of marketing. It might be overwhelming to keep up with these trends, but email marketing done right can be incredibly effective. However, we know it can be difficult to stay abreast of the latest email marketing trends, so here are a few tips to get started:

1. Mobile Friendliness
According to this study, two-thirds of emails in the U.S. are opened on a mobile device, and this number will only continue to grow.  Since more than half of your e-mail subscribers are opening your e-mails on a mobile device, it is essential for your email marketing efforts that your emails be mobile optimized. When crafting emails, keep these things in mind for mobile optimization:

  • Keep it short and sweet. The fact that the majority of emails are being read on mobile devices means that emails are often being read on the go. Thus, it is important to keep emails short and to the point so that your subscribers are able to read the entire message quickly.
  • Avoid large image files. These can take a while to load when being viewed on a mobile device and cause users to get bored and move on from your email before it ever fully loads on their device.
  • Use buttons. While traditional text links can be difficult to tap on a touch screen, buttons provide easy access for mobile users to important links in your emails.

2. Voice
Another of the email marketing trends is to use a friendly tone in emails. Whereas it has been traditionally acceptable to address letters and emails “Dear (Recipient’s Name)” and close with “Sincerely Yours,” these practices are increasingly considered to be less personable and are becoming less effective. People respond better to a friendly voice in their inbox rather than a formal one. Thus, it is becoming increasingly important to craft casual email marketing messages that give readers a sense of knowing the writer personally. Of course, this new conversational tone can and should still be kept professional, but there is great benefit in connecting with customers on a personal level in your email marketing rather than sending a formal sales letter.

3. Automation
This is perhaps the most exciting of all current email marketing trends. Email automation allows companies to better inform and educate all subscribers by setting up a series of emails that each new subscriber will receive. The beauty of email automation is that rather than bringing people into your email series mid-stream where they may not know anything about your business or what is going on with you company, each subscriber can be brought up to speed on your business and what you have to offer them through the automated email stream you have set up.
These three email marketing trends are important to be aware of as they can make a major difference in your audience’s response to your email marketing efforts. Ensuring that your emails are mobile friendly, conversational in tone, and as customized and educational as possible will help increase email engagement and boost your overall email marketing return on investment.