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:
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.
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.