This year has been very different from any other, and email marketing is adapting to that, too. The main changes are related to more striking designs, messages loaded with positivism and an adjustment to changes in consumer habits.
Email communication is more alive than ever and we will show you what are the current trends in email marketing.
1. Hyperpersonalization
One thing is the personalization of campaigns as we know it now, and another very different thing is the hyperpersonalization that is proposed for 2020 and the following years, where this should go beyond a simple: Hello, (first name)!
To achieve this, the treatment of user data will be a determining factor. Collecting, storing and integrating information through really efficient platforms is the basis for the success of highly personalized campaigns and correctly segmented user lists. The properties of each contact and their purchase history will allow marketers to develop recommendation campaigns with dynamic content, similar to those sent by Netflix and Amazon to their subscribers.
2.- Gamification and interactivity
Interactive content is a useful resource to enrich the content and make it more attractive. While gamification works as an extra for the consumer, because it forces the user to respond and act in exchange for discounts and gifts. A motivation to participate!
3.- Less is more
Minimalist design already dominates the logos of the brands and also begins to reach the world of email marketing. Newsletters with illustrations, lots of white space, and monochrome effects are becoming more common and customers will receive cleaner emails.
4. Storytelling with sense
A good story can be the perfect link between a mailing campaign and the user. But the story doesn’t have to be just about the business. The storytelling resource, used well, evokes moving stories to the user’s imagination, taking the campaign product as a focal point.
Storytelling will reinforce the brand’s experience in the sector, while offering very special added value and a real emotional connection, which will help you keep your subscribers engaged and within your funnel.
5.- The dark mode
More and more consumers are activating the dark mode on their smartphones because they consider that it is less harmful to their health and to the battery life of their devices. This trend impacts the marketing strategy of the brands. The mailing campaigns have to start preparing their designs so that they also work in the dark mode.
6. Prevent delivery problems
One of the problems that appears in email marketing as more challenging for marketers, is precisely the issue of delivery that has more and more barriers to achieving the objectives proposed in the mailing campaigns. It is not enough to just review and even prepare detailed reports on metrics based on the opening, bouncing and blocking percentages of campaigns, email marketing in 2020 should be more proactive and preventive in order to send campaigns to users’ inbox.
With this in mind, platforms like ours, MailMonster, offer solutions to improve delivery, these being email validation and inbox placement; both tools necessary to diagnose delivery problems and clean contact lists before sending campaigns.
Getting a user to open the email and read it is part of the battle, but achieving conversion is already the war won. Use your free trial now and get more engagement with your customers!