6 Trends to Adapt In Your Email Marketing

It seems like a huge amount, and according to research, this number will continue to grow with already more than half of the population using emails on a regular basis. Make sure to stay on top of the latest email marketing trends and get familiar with the article below.

With such amounts, it’s not easy to make a lasting impression and even harder to keep your subscribers engaged with whatever it is you wish to show them. Based on various research, our attention span is getting shorter, which means that it’s harder to keep people interested in our content when it’s not wrapped in user-friendly, interesting packaging.

So, how do you keep your subscribers attention and gain new followers of your content? With email as the biggest marketing tool there is, it’s important to follow current trends and adapt them as you go. Here, you will find some of the most current email marketing trends that you should follow if you want to have your audience grow and really enjoy your content.

Table of Contents

• 1. Automation and A.I. incorporation - obvious email marketing trend
• 2. Interactive and live content
• 3. Device compatibility and design continuity
• 4. Data Privacy and GDPR
• 5. Simplify your emails - in design and content
• 6. Humanity and sustainability

1. Automation and A.I. incorporation - obvious email marketing trend

This subject, being one of the newer ones, sparks curiosity among everyone. Why is it worth investing in email automation? Well, it’s simple! Automation can personalize the content you give to your subscribers, creating their virtual profile and adapting the content to your recipient. For example, somebody can receive an email about your online bookstore. Once they click on it, A.I. can collect data of their activity on your site. If they look through romance novels and young adult books, your automation can send additional emails. They can relate to books this customer may like, or send a reminder about an abandoned cart (if they added something and left the page), etc. You can even send them recommendations for books they might enjoy based on their current selection! Automation is a very handy tool that makes your work easier and grows your fanbase. 

2. Interactive and live content

First, there were words in an email, then we added visuals as written word was not enough Now, even the pictures are not sufficient to keep our audience engaged in an email; and therefore, we need even more. In order for that to happen, it’s important to adapt and modernize your content. A great way to keep people interested in your email is to add interactive content that can spike their curiosity and will be useful at the same time. Netflix has an interactive email that allows you to choose a movie or TV show you would like to watch and directs you straight to the page. Home Depot on Etsy offers interactive product reviews via email, allowing users to rate items (1-5 stars) and share summaries of their experiences. These features enhance user experience and increase traffic while making customers feel valued.

3. Device compatibility and design continuity

More people check emails on their phones than on computers, so adapt your emails and newsletters for mobile compatibility. If they’re not optimized, users will likely skip your ads. Use consistent tones and designs across platforms to enhance recall and professionalism. This is more of a standard now than an email marketing trend. If you want a guide on how to make your email look great, you should check out our other article that has a simple and to-the-point guide on how to do it.

4. Data Privacy and GDPR

With consumers regaining their control over personal data, it’s getting harder for companies to adapt their pages as before. With e-Privacy and Cookie regulations, users get to decide just how much of their personal data can be used towards personalized ads. However, with that, new hope emerges for email marketing as per a study, where 79% of marketers are predicted to use email marketing as their go-to tool post-e-Privacy. That means that advertising and marketing will move mostly toward emails and more buyers will shift towards this channel. That results in more traffic and more consumers. Of course, it also means that you need to be transparent with your audience, so if you are using personal data, it’s best you information about this as well. Here you can find a handy guide on how to add privacy policy information to your newsletters so your customers will stay informed.

5. Simplify your emails - in design and content

Design is crucial for emails, as first impressions matter. Given our short attention spans, simplify your content: use muted colors, reduce visual clutter, and condense information. Embrace minimalism, keep emails short, and invite recipients to explore your social media for more details. This approach can boost engagement, though it may challenge some content creators. Just for them, we have a guide on how to write exciting short content for not so exciting topics. 

6. Humanity and sustainability

Going hand in hand with minimalism is sustainability which is another very important movement in today's culture. Many people consider both their purchases and the companies behind them. Therefore, if you can do something human - do it. Create an action where $1 from every purchase buys water for the dehydrated. If you can make the production of your products better by improving the quality of work - do it. I can assure you that your faithful users will appreciate it and will get something from your shop. New consumers will also be more likely to get involved. Following this trend will boost revenue and improve your company's morale.

To strengthen your email marketing, adapt current trends and regularly update your techniques for faster business growth. Trends change constantly, even when it comes to email marketing.