Email sending volume has raised by 21% in 2021 after 2020. That’s enormous regarding the previous year’s increase was 45%. Why is that?
The digital changeover among businesses on large and small scales has continued through 2021, as we can see by looking at the latest email marketing trends.
Companies continue to change their strategies and use email to inform their subscribers and customers about new work schedules, new online opportunities, virtual events, etc.
It’s clearer than ever that having an email list and reaching out directly to subscribers is crucial.
Email is the foundation of digital marketing – Email marketing trends
In 2021, companies have shown a tendency to rely on email marketing campaigns to target their most significant customers, while adding social media and communities to amplify these actions.
Rather than using these channels as separate assets, brands are integrating them for more interconnected campaigns. Strategically ordering each channel provides an opportunity for brands to remain constant and deliver a seamless experience regardless of the chosen format of communication.
Social media is perfect for delivering quick tidbits of information by the time people casually browse. On the other hand, email marketing fills the need for more engaging and personalized content it feels more personal and private, and it’s just for us.
Social media is more related to brand awareness and gaining new customers or followers.
However, email marketing is about fostering relationships and gaining loyal customers or subscribers.
Ultimately, communities are important for bringing your similar thinking audience together to learn from each other and become promoters for your brand.
Email marketing drives eCommerce growth
E-commerce businesses depend on a whole range of marketing tactics and techniques, and email remains to be the industry’s strongest asset. What’s the reason behind this then I hear you say.
The reason is, that email reaches targeted audiences with personalized messages that drive direct sales.
What’s more, email usage is expected to grow to 4.3 billion users by 2023. With email marketing, you can not only reach a targeted audience with your messages but also tap into the largest possible audience.
The online shopping trend, reinforced by Covid-19, continues unabated, and the e-commerce industry shows no signals of slowing down.
Take a mobile-friendly approach
The shift to mobile devices has taken place. And while companies using INBOX are ready to organize their responsive emails, now is the time to take a mobile-friendly practice to email design.
Our data shows that 56% of emails in the world are read on mobile devices. Also, further data shows that emails that do not display correctly on mobile devices are deleted within 3 seconds 72% most of the time. That’s a significant piece of the pie that you can’t miss out on if your emails are not mobile-friendly.
The fortunate news is that mobile device screens are much larger these days than they used to be, so implementing a mobile-friendly email design is not a difficult task as it used to be.
And with INBOX, all newsletter templates are mobile-friendly and responsive.
Additionally, you can preview your email for mobile devices and desktops before you send it on INBOXBrush.
Success metrics change to overall engagement
One of the biggest news in email marketing that has been a blockbuster in 2021 was the Apple Mail Privacy Protection (MPP) update.
We expect this was just the beginning, and privacy will become increasingly more and more significant to customers.
Why is this update important? When Mail Privacy Protection is enabled, email content is preloaded, triggering the tracking pixel used to measure open rates. Apple Mail’s market share among popular email clients is increasing.
This means that open rate is now a less reliable metric for success, especially if you have a large percentage of Apple Mail users on your email list.
As a consequence, alternative metrics like click-through rate and conversion rate will become more prominent in 2022. While the feature was a blow to many email marketers, many believe Apple’s update has given us a push to focus on more valuable engagement metrics like conversions and clicks.
These metrics will help businesses better optimize their campaigns for the results that will have a greater impact on their bottom line.
Businesses that rely on newsletters
Customers are more likely to consume digital content than they were before. The typical way may have changed, but one thing is certain: people desire information.
That’s what made newspapers a hit when they were introduced in the 17th century, and it’s what makes email newsletters still so popular today.
You can earn through newsletters by following 2 methods. The first is to offer them for free and sell ads or sponsorship.
The second method is to offer paid newsletters subscription plans. Paid newsletters are usually based on niche topics with a very specific target audience.
Transactional emails help build brands
Transactional emails vary from marketing emails in that they are triggered by an action the consumer takes, such as making a purchase or signing up for a service. They contain information that is unique to the recipient and is generally non-promotional.
For this reason, transactional emails have a much higher open rate than marketing emails nowadays. This means that they provide a great opportunity for brands to build relationships and increase customer loyalty by showing personality, providing unique insights, and leaving personal letters.
Companies are realizing the potential of transactional emails. It also does not hurt that newer transactional email tools like INBOXNotify give marketing teams more influence over the content of their transactional emails by giving them the ability to personalize how they are addressed.
For instance, Amazon does a pretty good job of this by recommending related and previously viewed items in its order confirmation emails. With this approach, Amazon can sell products without the promotional messages becoming too intrusive for transactional emails.
No-code/low-code is now mainstream
No-code tools allow you to create websites, landing pages, and web applications without having to write any line of code. This is ideal for those who do not have the months/years and deep pockets to develop from scratch.
Nevertheless, it requires some technical knowledge and is used by developers to establish and create their projects in a more efficient way. With so many companies needing to adapt quickly, no-code and low-code have proven to be anything but a trend.
No-code and low-code remove the challenges of coding and remove the barriers that many startups face when implementing their ideas.
Integrated with the incredible growth of the industry, we think it’s worth joining this trend if you are looking to facilitate your current workflows and expand your horizons without extensive coding knowledge.
INBOX is happy to be part of the no-code movement and is integrated with Zapier to connect to more than 4000 apps.
Let us summarize
In 2022, email marketing will remain to be the cement that connects your digital marketing channels as you find new ways to engage with customers and subscribers.
We suggest that now is the best time to consider how new popular trends like paid newsletters and no-code software could help your business. Do not be afraid to test and try everything. You might find a new revenue stream.
Wish you high conversion rates 🙂