Personalization, or more precisely hyper-personalization, is not just a trend: it simply must be used in communications. Key Email Marketing Trends.
Personalization is based on collecting and analyzing data about subscribers. Key Email Marketing Trends .It is not limited to socio-demographic data, but takes into account many factors:
- visitor’s actions on the site;
- purchase history;
- subscriber’s interests and preferences;
- attraction channel;
- subscription duration;
- loyalty program.
It is important to collect as much information about night clubs and bars email list the client as possible from various sources and analyze it carefully.
And if your company operates in multiple countries, localizing your email marketing takes on special importance. It involves taking into account the unique needs, cultural characteristics, and language preferences of each country.
Omnichannel
Omnichannel is a trend in both email marketing and digital communications in general.
It means integration, combining different sales channels (online and offline channels, social networks, mobile applications and physical stores) into a single whole to create a holistic customer experience.
With deep analytics, you can build a channel first steps: arpanet and the birth of the internet connection: knowing the customer’s geographic location, the device they use, and the access channel, you can understand what message to send.
Additionally, by leveraging this trend, you will have an idea of what stage of the sales process the customer is in, which will allow you to optimize communications, improve the customer experience, and increase engagement.
Interactivity
Stripo research shows that implementing gamification into email content can lead to a 2.5x increase in conversion, a 15% increase in average order value, and, as a result, a 300% increase in revenue.
Gamification is especially effective in educational content – performance indicators can be improved by as much as 90%.
Game mechanics worth using in your emails include:
- quizzes, surveys, feedback collection and tests;
- GIFs and infographics;
- game elements and scratch cards;
- interactive buttons that change color when hovered over;
- using AMP technology in writing.
Of course, this direction has many advantages: increased reading time, the possibility of automation and personalization, improved deliverability and customer experience in general.
Image from the author’s archive
Adaptability
Adaptability is a trend that has been around for many mobile lead years, as more and more users open not only websites but also emails from mobile devices.
This doesn’t mean you should create newsletters exclusively for smartphones, but adaptability is certainly necessary: you need to ensure that your audience can easily interact with your messages.
Thus, mobile optimization ensures that your emails will attract the attention of subscribers who open the newsletter on a device with any resolution.
Here are some tips to help make your emails more engaging for mobile users:
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- Keep topics short so they fit into the limited screen space;
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- Optimize images for fast loading without losing quality;
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- Choose a font size that is easy to read and does not require users to zoom in;
- take into account the existence of a dark theme, which is automatically turned on not on all, but on most devices in the evening. If the logo or buttons are black, and the buttons are implemented as an image, they can get lost on a dark background.
Moreover, if you have not registered links to email or phone, the email client may assign them its own color, which may lead to the loss of the message identity.
So be sure to test each message before sending it and check if it is easy to read and understand on mobile devices.
UGC content
User-generated content is a powerful tool for building loyalty and increasing conversions that can be effectively used in B2B.
For example, you could interview customers to share their experiences with your company, or include product questions and answers (FAQs) in your newsletter.
According to statistics from Brightlocal.com:
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- On average, customers analyze at least 10 reviews before getting to know a new brand;
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- less than 47% of respondents are willing to make a deal with a company rated below 4 stars;
- Users spend about 15 minutes reading detailed product reviews before making a purchase.
By using user-generated content, you not only optimize your content creation costs, but also increase engagement and conversion of your newsletter.
Artificial Intelligence in Newsletters: A Blessing or a Fifth Wheel?
Using AI certainly has many benefits, such as reducing the workload on staff, increasing work efficiency, saving you money, and reducing the time it takes to complete tasks.
With the help of AI, it is indeed possible to automate a large number of tasks: