5 Email Trends and Best-Practices for 2021

A change in a calendar year is the perfect time to reflect on where things have been and where they are going. The future is bright for email marketers, as long as we capitalize on key trends and embrace best practices.

1. Buy a cell phone, but don’t leave your desk

While at least half of emails are now read on cell phones, that doesn’t mean the email on the desk is dead. Particularly in B2B, only 35% of users check their email on mobile devices, compared to 59% for personal email.

Mobile is best for things that can be managed and consumed quickly in real-time. Among those who check their business email on their smartphones, many people reopen their email on their desktops or tablets if the message requires more attention or a longer, more accurate response.

For email marketers, this means that a multi-device approach is best and requires careful planning to formulate call-to-action phrases that take audience behavior into account.

In other words, the balance between mobile and desktop is critical in content creation.

2. KISS your customer and potential customers

‘Keep it simple, stupid, or the essence of KISS is alive in 2021. When creating email marketing campaigns, you should resist the temptation to use elaborate graphics and heavily formatted emails. Even if you like the look, they’re not necessarily the best performers. Emails with lots of images generate many more spam notifications, resulting in fewer messages being sent.

Recent studies have shown that many email users prefer plain text over HTML emails, which contain lots of images. The reason? It feels more like a personal message from someone who knows and feels more genuine and less sales-oriented.

So stick to the basics and don’t complicate the emails you send. By keeping things simple – the message and the formatting – you avoid distracting people from what matters.

3. Engage more interactivity

In addition to prioritizing plain text emails, you need to increase the amount of interactive content you send. This type of material adds value and can significantly increase audience engagement.

Based on these findings, you may want to create an app or microwebsite-inspired experiences in your emails. Think creatively about how you want to present content so that it encourages users to actively interact rather than just using it passively.

If you do it right, your audience will interact with the content to access the full experience.

4. Send fewer, but smarter emails

An email will always be a valuable marketing tool as long as you develop smart campaigns. And starting in 2021, smarter emails mean more relevant and engaging. And not only does it require better targeting and targeting, but it also requires timely, non-intrusive emails that keep the business in front of the customer.

It may seem like a long time, but building relationships only helps to increase customer loyalty.

One solution is to tell stories. Personal stories feel real and can grip people emotionally. The stories are also memorable, which is very important because people tend to forget the facts, but they remember the stories.

Engaged customers are far more important and valuable than disinterested customers. They will interact more and, as a result, your marketing efforts will become more effective.

5. Get real with artificial intelligence

Everything I’ve discussed so far in this article is only possible if you have the people and resources to do it the right way. Few organizations have enough people with the knowledge and experience to fully understand, assess, and act on all available marketing and customer data. Fortunately, help is on the way.

In recent years, artificial intelligence (AI) has slowly emerged in all sectors. For marketers, the inflection point is here. The technology is poised to eliminate human-induced bottlenecks, make advanced analytics more accessible, and provide practical advice to help teams perform.

Companies are now using artificial intelligence to empower email marketing and make it more personal and effective. Marketers can now use artificial intelligence to create more effective objects and images and predict how audiences will respond to each email.

Best of all, artificial intelligence just keeps getting better. This allows you to deliver more personalized content to the right people at the right time.

You too can succeed with email marketing in 2021. Simplify, know your target audience and use the latest tools. You create more success. Rinse and repeat.