If Covid-19 has taught us anything over the past year and a half, it’s that plans can really alter quickly. What you have forecasted as upcoming events or projects for today may not be correct even by tomorrow. In order to stay ahead of your competition, it’s important to always keep up on industry trends, for example in email marketing. 

Several brands took the time in 2021 to adjust their strategy to digitally interact and communicate with their customers throughout the pandemic. One result of this was that email marketing received a massive boost. Another result was of course new email trends emerging. For us digital marketers this is absolutely wonderful news, especially with the increase in email newsletter engagement. However, it’s also important to note that you should proceed with a bit of caution. From plain-text emails and newsletters to social integration for hyper-personalization, these are the top email marketing trends that will dominate our inboxes in 2021 and heading to 2022. 

1. 1. User- Generated Content is a must
      User-generated content, or UGC, in your email marketing strategy is a very simple method that will drastically increase organic traffic and convert more clients. Customers are much more likely to trust a company if they see open and positive customer reviews and feedback from other customers. This will in turn increase their chances of becoming a converting, paying customer
      The most amazing part about UGC material is that it is free and may be presented and used in your emails. To promote trust within your customers, consider including poll results, customer reviews, or even photographs of any influencers or customers using your products/services in your emails, along with a simple CTA button. 
   2. AI is here to stay, and coming to email marketing
      The amount of data is growing more than people every second of the day—especially digital marketers—can comprehend or know what to do with. Like most marketing specialists, data is the lifeblood of any marketing industry, but making sense of any of the numbers becomes more and more difficult by the day. The number of data sources had increased massively just from a couple of years ago, making it essentially impossible to explore relevant customer data without some help.
      What is even more daunting, is that over half of digital marketers admit to not having a complete view of all of this data available to them. 293 billion emails were sent daily in 2019—and are rising steadily—needing to be able to manage data is crucial to success in all settings. AI software, however, can do much more than us normal human digital marketers can. It can sift through millions of data points to predict trends, forecast subscriber actions, and identify correlations—they can even suggest what you need to do to keep or further engage your customers. There are brands that even employ AI to automate everyday tasks or create engaging content. 
   3. Personalization is key
      Customers never want to feel like a number. They want to feel valued by the companies in which they invest. The lack of personalisation that comes with automation can be a concern in email marketing. The use of AI will also lead to more personalization inevitably. This has actually already come to see the light in the past few years and has been in practice. One example of personalization is an automatic email triggered by the customer’s action, such as visiting a website or abandoning a shopping cart on an ecommerce platform.

Final Thoughts

When there’s even more trends to take note of regarding email marketing, it’s important to know how each will benefit you and drive results. Some are confusing and hard to put together on your own, and that’s why sometimes, your best tool is a digital marketing partner. Someone who knows which trends you should pay attention to and are the most relevant for your business. Our goal is to help improve your marketing and drive success. 

At Onimod Global, we have endless experience and expertise when it comes to all things digital marketing. Got questions about email marketing or want to learn more about us? Contact us here today.