In 2021, hyper-personalization and omnichannel strategies are coming to the fore in email marketing. Mailings will become even more focused on the reader, his needs, and interests. Save subscribers time by sending the most relevant offers. And for greater effect, you should unite social networks and mail into a single communication channel.
Get ready to get more quality leads and profits: here’s a quick breakdown of the hottest email marketing trends in 2021 and tips on how to implement them!
1. Select the right tools to meet your needs
Modern advanced tools based on artificial intelligence allow you to:
- segment your email database based on subscriber data;
- engage more users through content generation algorithms and A/B testing;
- find the best time to send the newsletter;
- create effective landing pages;
- make the most of lead generation online forms;
- track the effectiveness of your emails and many more.
Such tools as Cirrus Insight, Yesware, Groove, Outreach, Mixmax, SalesLoft, and, of course, the popular Salesforce Inbox that brings your email, calendar, and CRM together into one seamless experience are all good and noteworthy.
But you should understand that none of them are universal solutions, since each tool has its own pros and cons, and each company has its own peculiarities, goals, and objectives.
For example, Salesforce inbox has certain limitations, difficulties with installation, high licensing costs, and some other issues. If you’re using Salesforce, it’s much more efficient and convenient to use more advanced third-party solutions.
For example, Revenue Inbox is the best Salesforce Inbox alternative and a #1 Salesforce and Email & Calendar integration tool that quickly gains popularity due to many advantages over the built-in Salesforce tool, namely:
- automatic data capture according to your needs provides multi-directional synchronization of your emails, threads, attachments, calendar events, and contacts with Salesforce;
- best-in-class calendar synchronization, delegated calendar, and recurring event support);
- fully customizable sidebar that gives you accurate insights on every email, whether in Outlook or Gmail. You can Display Salesforce views, fields, and objects, including custom ones);
- built and designed for Enterprise (unlike alternatives, Revenue Inbox natively supports Partner Community Licenses, Multi-Geo Exchange, Office 365, or on-premise deployments. By the way, the vendor doesn’t charge for implementation services);
- first-class customer service (a team of product specialists ready to work with you until Revenue Inbox is seamlessly utilized within your organization);
- greater deployment flexibility (the option of deploying on private or on-premise servers as well as free deployment assistance to ensure your instance of Revenue Inbox meets your needs to the fullest).
The software also provides valuable reports on stalled opportunities, team activity, and customer engagements for better deal insights right in Salesforce.
2. User-generated content
Use UGC like comments, reviews, photos, and repost hashtags from social networks in your mailings. This is quite a good idea because:
- it is more credible than branded mailings;
- it saves time and budget because the marketer only needs to arrange the content in the most appropriate way.
For example, a customer took a photo in a branded dress, manufactured by your company, then posted it on social networks and tagged your account. Ask her for a photo and add it to your thematic mailing: users will see that the dress perfectly fits an average person, and they will be interested in your brand’s products.
Make sure the content of your email is correctly displayed on various devices. There are several ways to do that:
- Send the newsletter to test mailboxes of different providers and check how the content looks on various screens.
- Use special services for testing the layout of letters (Litmus, Email on Acid, etc.).
Make personalized offers to subscribers based on their history of interaction with your company.
The customer data platform (CDP) will help you with this: it collects, analyzes, and processes information about users (which pages they visited, which links they clicked on, which products they have chosen and added to the cart, etc.): all this information is automatically added to your letters.
5. User care
Make your newsletter user-friendly and attractive to the user: choose a harmonious palette of colors and don’t overdo it with the CTAs.
Note that today’s must-have is a dark theme.
6. AMP technology
Use Accelerated Mobile Pages (AMP) technology to add image carousels, data entry forms, dialog menus, and more to your mailings. Users can take surveys, add products to the cart, and checkout without visiting the website.
There are two reasons why AMP mailings are not so popular yet: they are more difficult to typeset and not all mail services support them.
Use gamification: add a quiz, test, rebus, wheel of fortune, or other entertaining elements to your mailing list (you can do this using AMP technology). These techniques will engage your subscribers and thereby increase conversions.
Don’t forget that colorful interactive buttons, catchy videos, and stunning animations also increase conversion.
8. “Live” communication
Build brand loyalty by creating an interesting brand character or speaking with your audience on behalf of an expert company representative.
Storytelling can help you nurture “brand advocates”. It helps you to get to know your subscribers better and win their trust!
9. Integration with other advertising channels
Attract users from social networks to expand your customer base:
- offer a bonus in return for a subscription (promo code, e-book, checklist, etc.);
- clarify that the content of the letter is exclusive and does not duplicate (with rare exceptions) materials published on social networks.
For example, as part of the integration with some email marketing services, it is possible to automatically receive leads from Facebook Lead Ads.
It is equally effective for promoting your business to redirect subscribers from mail to social networks.