By Laura Grant

There are unlimited ways to connect with your consumer base in recent years. Although that is freeing, it also can become overwhelming very quickly. From social media, to billboards, traditional copy or emails, there are countless platforms to feature and promote your brand. This article will dive into the top 6 email marketing trends of 2020. 

Businesses large and small can benefit from a successful email campaign. However, many tactics should be kept in mind. Of course, email marketing has been available and heavily utilized for years. But, it is important to note that what worked ten years ago will not be effective today. 

Take a look below to see if your email marketing trends are up to date. 

Target Your Specific Audience and Subscribers 

This is one of the most obvious of the email marketing trends and, of course, applies to all kinds of marketing campaigns. Each company has a target audience and it is important to find that demographic. For instance, if selling diapers or baby supplies, make sure your emails are going to new parents.  

Sending an automated email to all emails on your list can absolutely feel enticing. However, if the content is irrelevant to their interests or needs, that message is going straight into the trash anyway. The best way to ensure your emails are going to the right customer base is to create targeted groups. These can be segmented by location, age, gender, etc.. Sending valuable content to specific groups will create better engagement and lower email opt-out rate. 

Grab Their Attention with Quality, Relevant Content

Once you create targeted groups, it is vital to only send relevant content. Yet, that is typically not enough. You must get creative with copy and images throughout your emails to immediately grab their attention. Do not send the same email or information constantly, and make sure you continue to learn and inquire what your audience is looking for. However, keep in mind two items:

  1. Create catchy subject lines. Add in emojis, exclamation points or capital letters to guide your audience to open your email. Especially when your emails fall into the promotional folder. Most email users are flooded with hundreds of promo emails a day. Try to create an engaging subject line to entice your subscribers to click.
  2. Limit your email blasts. Even with targeted groups, your audience does not want to be spammed. Only send a few emails a week and make sure each email creates a memorable experience.

Create Customized Blasts

As you get more comfortable with your target audiences, it is time to create a more specific email marketing campaign. There are several ways to ensure your subscribers are getting the right information that they are most likely to engage with. 

  1. Try out some A/B test emails to really learn what works. If unfamiliar with this technique, A/B testing is when you create two emails, send them out to different members of the same demographic, and see which one gets more clicks. Monitor these results and proceed with that copy and design.
  2. Make sure you prioritize the users that interact with each email blast. There are many programs that make it simple to monitor clicks, readership, etc. of your emails. Send follow up or extra information to those that always read your emails and bring them to your website or business. 

Create Engaging Content and Campaigns

Too much written copy and monochromatic images/logos can be boring for the everyday consumer. With so many promo emails coming in every day, it is important to create interesting content. 

Perhaps the most effective way to do this is creating an incentive for interacting with your company. Subscribing to your email or newsletter or liking your social media pages are all great ways to get content to your audience. Create a campaign such as “get 10% off your first order when subscribing to our emails.” 

Extra tip: add your social media links to the bottom of your email for quick and easy access!

Easy to Sign Up and Easy to Unsubscribe

Of course, it is necessary to have clear direction on how to subscribe to your email list. Add an email sign-up pop up on all content you put into the world: your website, blog posts, etc.. Make sure your pop up only requires a bit of information, even just the email itself will suffice. If you ask for too much personal information during the sign up, many will choose to opt out. 

Consumers are typically subscribed to several companies’ promo emails. As time goes on, needs and wants change and some businesses become obsolete to that specific person. It is vital to make it easy and painless to unsubscribe. You do not want your last interaction with a customer to be negative with spammed emails they already requested not to get. Adding a “You Are Now Unsubscribed” message email can be useful to let the person know it worked. 

Mobile Friendly

Each email you send out should be mobile friendly. As most emails are created on desktop or laptop, this can sometimes be overlooked. The ease of checking emails on a mobile device is apparent. Many smartphone users wake up and immediately check their emails or social platforms. Sending a disorienting mobile device email just looks unprofessional. Luckily, it is simple to avoid this by sending a test email and checking it on your personal mobile device. 

There are so many ways to grow your business with effective marketing campaigns. Email marketing is only part of the puzzle. That being said, it is always important to stay on top of the latest email marketing trends!

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