3 trending email marketing strategies to up consumer engagement

Email marketing has become increasingly relevant in the last few years. Following the Covid-19 pandemic, businesses have seen a decrease in consumer habits of shopping in-store with more of us relying on shopping online and home delivery. This means the competition between companies to engage their subscribers via email has risen exponentially. Email marketing will continue to remain relevant as the digital space is where most advertising is seen on a daily basis. A marketing platform like Ongage is a trusted tool to help companies run engaging email campaigns and keep up to date with what is trending in email marketing.

Improving your email marketing campaigns is key to seeing the click and conversion rates you want to achieve. There are many different strategies you can use to bolster the power of your email marketing - let’s take a look at 3 current trends.

Privacy-proofing

Privacy has always been a top priority for marketers, however, email marketing trends such as the introduction of Apple’s Mail Privacy Protection in September 2021 changed the metrics with which companies measure KPIs. In short, Apple’s policy allows iOS users to hide their email addresses and locations, making it challenging for senders to accurately track open rates from iOS users as open rates appear inflated.

While what was predicted in email marketing trends for 2022 note that Apple’s MPP is not having the impact on email open rates as anticipated, the metric has still been deprioritised by many marketers. KPIs such as click-through rates, conversion rates, list-grow rates, or tactics such as focusing on segmentation of subscriber lists have become more relied on.

With privacy protection measures increasing, it’s important to think about the longevity of email campaigns by making privacy-proofing a top priority. Look to increase the collection of zero-party data and streamlining your first-party data to support high consumer engagement. Zero-party data is particularly significant as this is data given directly from your subscribers. It’s reliable and can be used as part of your marketing strategy.

AI for personalisation

Trends show that email marketers are utilising email to make deeper connections with their consumers and personalisation is a key focus area. Targeted promotions are nothing new, but it’s their growing demand and positive impact of them that has been notably recorded in recent years.

Artificial Intelligence goes one step ahead in optimising your email campaign’s potential. Subject lines are the first thing a subscriber will see and AI uses algorithms to generate subject lines that will receive a higher click-through rate. AI will also meet the expectations of personalizing emails to consumers, addressing them by their name. As a result, your email is less likely to be ignored among the masses. (A staggering 333.2 billion emails are sent every day according to new reports!)

While personalised subject lines have been common in email marketing in recent years, AI can kick things up a notch. Marketers will use AI to suggest products to a consumer who is likely to be interested, along with personal information such as birthdays, and naturally slide these products into email communication.

Failing to use AI as a powerful marketing tool may result in your company falling behind competitors as noted in implications of AI in SME business. Sending out generalised campaigns and promotions can cause consumers to lose interest and make them less likely to engage with your company and brand. Taking actionable steps to gain insight into customer behaviours and reflecting this in the campaigns you send will result in higher click-through rates, therefore leading to higher commerce.

Updating design features: Dark mode, bigger typography, and email signatures

Keeping updated with what is trendy and accessible in the aesthetics of email campaigns is just as important as the information that is included. This is what subscribers will notice first when they open your email and decide whether to keep reading.

Dark mode can be found across all major social media applications on both smartphones and browsers. It has even been integrated into the systems of these devices, with users able to switch modes with a single click. It’s easier on the eyes than light mode and helps increase battery life as it reduces the amount of blue light. With more and more people opting for Dark Mode settings, Dark Mode compatibility is becoming the norm in email design. Marketers will need to consider asking developers to design email templates that look attractive in both light and Dark Mode settings.

Overall visuals are an essential part of email campaigns, but bigger and bolder typography has become increasingly more trendy as a way to grab subscriber attention. Bigger fonts are also key in ensuring a more inclusive and accessible experience for everyone. Make use of semantic tags and consider the way in which making use of a bigger font for highlighting the key part of your campaign will also inform the hierarchy of the language.

Email signatures can be often overlooked when designing an email campaign. However, they can make a powerful marketing tool that is eye-catching and promote your company’s various social media platforms. Include links to social media, the company website, and a call to action that will encourage subscribers to click.

Bonus trend: The resurgence of newsletters

Newsletters are having a comeback, with more people subscribing because they want to stay up to date with a company or brand. When given the option between receiving company updates via social media or a newsletter, an overwhelming majority of consumers chose newsletters. Remember that checking emails is often the first thing people do online in their day.

It’s now easier than ever to send subscribers custom content in their newsletters and adapt content to subscriber behaviour and wants (This is where AI plays a major part). With email marketing being overall one of the most effective marketing channels, it checks out that newsletters have retained their staying power over the years.

The bottom line

Keeping tabs on email marketing trends will help your company to thrive among competitors by enhancing your email campaigns. A great consumer experience is key to upping conversions and your strategy should put them at the centre and utilise proven tactics.

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