Email marketing trends

Did you know that a powerful email marketing strategy helps you acquire and personally relate with your target audience and boost sales? 

Email marketing converts and can be used for many different purposes. With its amazing 4200% ROI, you’ll get 42$ for 1$ spent. 

Not bad, right? 

But just like other digital marketing channels, email marketing is also evolving and changing with more contemporary trends that make email marketing more efficient in converting and satisfying customers. 

Let’s take a peek at some trends that you can include in your email marketing campaigns this year:

Trend #1: Email Marketing Automation

Email marketing automation helps you deliver relevant content to your subscribers through your automated emails. The benefits of email automation depend on your goals, but I’d say that the number one benefit is that it saves you time while producing a better experience for your subscribers.

Knowing your customer’s journey is essential for successful marketing automation. If you know what your audience wants, with marketing automation you can boost your conversion rate by 53% and growth rate by 3.1%, compared to businesses that don’t use automation.

According to a former report, marketing automation is a cause that 80% of users see an increase in leads and 77% see an increase in conversions because automated emails deliver the knowledge they need to make a buying decision.

Other benefits of using email automation, according to Sendpulse are: 

  • Create segmented mailing lists
  • Convert prospects into customers
  • Maintain engagement with prospects and existing customers
  • Increase efficiency
  • Improve engagement

Trend #2: Emails Optimized for Mobile Devices

Today people spend most of their time on mobile devices. 61.9% of email opens happened on mobile, 9.8% on desktop, and 28.3% in a webmail client.

What does this mean for you? 

Well, it tells you to make sure that your emails are optimized for mobile devices. 

Emails that look bad on mobile devices may cause you to lose 85% of potential customers that use mobile devices. If your emails aren’t well-formatted then the quality of your content doesn’t matter. Those emails most likely get deleted in less than 3 seconds in 70% of cases. On top of that, 15% of your subscribers may even unsubscribe.

The bottom line is:

Make sure your emails look good on mobile screens and test them before sending.

According to Digital Marketing Institute, there are three things to keep in mind to have mobile-friendly emails:

  • Pay attention to your pre-header text
  • Make the most of the buttons
  • Utilize device detection

Trend #3: Personalized Emails

62% of marketers say that personalization is the most effective technique and that 58% of their income is yielded thanks to the personalization and segmentation of emails.

So instead of treating all subscribers the same, you need to create personalized campaigns that are wrapped around your subscriber’s identity and personal details.

Are they newcomers unaware of your brand, or returning buyers glimpsing for more products? Did they come from organic search or are they referred to?

If you segment your list you’ll be more productive and learn about your customers. You’ll understand your customer’s needs better and you’ll be able to adjust your campaigns to customer segments accordingly.

Getresponse claims that emails that included personalized content had an average click-through rate of 2.62%, which is better than the average 2.33% click-through rate.

According to Sendpulse here’s why you should use personalization:

  • Boosts ROI
  • Results in better engagement
  • Improves sender reputation
  • Motivates users to share personal data
  • Increases open rates
  • It helps to create relevant content
  • Meets subscriber’s expectations

Trend #4: Emotional Connection

Emotion is a powerful tool because it can affect people to make a decision and encourage them to act. So it’s not a shock that it has been a powerful marketing strategy to motivate people to take certain actions.

Emotional marketing is the deliberate usage of clear, convincing messages that hit people into emotion to establish an intense connection and to achieve the desired outcome. Usually, it is an isolated emotion like fear, anger, joy, or any other strong enough to impact their decisions or make them do some kind of action.

There’s no way that people can evaluate all the statistics and facts that can be evaluated during the decisional process. So what our brain does is primarily looking at desires and concerns that are strongly connected to emotions.

So the bottom line is:

When you want to impel your readers to buy your products and services, or to click on your affiliate links, use emotion.

Trend #5: Interactive Email Design

Interactive emails along with personalization were considered the top email marketing trends of 2020. This design fulfills the needs of today’s population and, above that, it has characteristics that help you to do a better job in making sales.

Interactive emails, or those which point to interactive content, transform your ordinary emails into fun, personal experiences for your subscribers. They will boost engagement and the probability that subscribers will make the action you want.

There are many ways to add interactive content to your email. You can use CSS animated buttons, create different click-based actions, rollover effects, quizzes, surveys, carousels, embedded videos, or even entertaining games.

You can easily turn your regular email into interactive. Just stay away from adding lots of interactive elements into one email. Adding one of the interactive features is enough, and it will make your subscribers charmed with your emails and they’ll eagerly wait for the next one to have some fun.

Benefits that interactive emails may bring to your business are:

  • More engagement
  • Better conversion rates
  • More qualified lead generation
  • More sharing
  • Customer feedback
  • Personalization

The Fact: Email is Still Number One

The sum of sent emails is 45% higher in 2020 compared to 2019, and people choose email as a preferred tool to obtain information. Some email marketing service providers reported that the number of monthly subscribers acquired on their platform has risen by 40% since February, and it’s still rising. 

That’s because marketers and bloggers are using new strategies to grow their email lists and stay connected with their subscribers. Mailerlite reported that in 2020, the number of landing pages on their platform grew by 70% compared to 2019. And the number of pop-ups increased by a whopping 75%.

It’s not a surprise, because, with these extensive social distancing restraints, people are buying online instead of going outside to “real” shops.


There you have it, five email marketing trends you should consider including in your future email marketing campaigns. 

Interactivity, automation, design, personalization, and emotional connection may be your joker cards to create an effective email marketing campaign in 2021.

With email marketing growing each year, make sure you walk along and adopt all the important trends to boost your business.

Now it’s your turn.

Are you already using any of these tactics in your campaigns? Which one?

Tell me in the comments section below.

Anthony Miller

Anthony Miller is the guy who’s responsible for the invention of the robotic exoskeleton, multi-use rocket, and a hair growing helmet.

His inventions helped him to become the first man who flown to Jupiter, where Jupiterians greeted him exuberantly and even adored him divinely because of his long curly hair.

“Such lovely beings”, he reported on his return back to Earth.

He’s also been blogging successfully for over 10 years and he took an enormous amount of online courses before he was enlightened by God himself to start helping beginners to transform into successful bloggers.

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Email marketing trends

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If you're having a hard time growing your email list, and if it has become a pain in the you-know-what then get this great, quick, practical, and to the point cheatsheet. I really recommend it to those who want to learn how to create effective lead magnets.

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