9 email marketing trends for more clicks and engagement

July 18, 2022 | 6 minute read
Michael McNichols
Senior Content Manager
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Get up to speed on the most game-changing email marketing trends to drive higher performance with:

  • More concise and interactive content
  • Stronger segmentation
  • Transparency
  • Emails easier on the eyes and for everyone to understand

Does email marketing still work?

The numbers are in:

  • 2020 saw just over 300 billion emails sent and received each day
  • More than 90% of adults in the US use email
  • The average worker receives 121 business-related emails per day and about 9,000 to 15,000 a year!

So, people are used to email. It’s a part of everyday life.

And rightfully so for marketers of all stripes, B2B, B2C, B2B2C, or anything else.

According to Litmus, as of 2021, every $1 spent on email marketing gets $36 in return.

However, that number could be increasing to $49 for every $1, a 4900% ROI!

But that’s not all. Litmus’ State of Email 2021 also found that:

  • Since 2019, 30% more marketers say email has become even more critical to success
  • 79% of marketers say it’s one of their top three most effective channels (and often number one)
  • 37% of brands are increasing their email budget

So, email works. It’s a tried-and-true channel, but only if you pay attention to your audience and send emails they’d want to open.

Otherwise, you’re wasting both their and your time. Plus, nobody wants to get a bad reputation as an email marketer by sending out emails that are hard to read and nobdy is interested in.

Need help with email campaigns, copy, and creative? See how the experts at Oracle Marketing Consulting can help you get more clicks and engagement.

Check out these trends to see what email audiences seem to prefer nowadays.

Learn the latest email marketing trends

1. Minimalism

The most successful emails range from about 50 to 125 words. They get to the point and don’t waste anyone’s time. In fact, most people skim, so how you lay out, design, and write the copy for your email should reflect that.

The headline, subheads, and CTA stand out more than anything, so they’re the most important things. Bullets and linked text also catch the eye.

If a visual, video, or graphic makes your point, do you even need words? Also, make good use of white space and ensure your email’s easy to navigate and consume.

Less really can be more.

2. Interactive email content, user-generated content, and customer success stories

You might try interactive content in your email (such as a video or gif). You’re trying to catch and keep people’s attention. Interactive content does that and encourages engagement.

The numbers back me on this. Interactive email content can increase your click-to-open rate by 73%.

Can an email with only static copy and content cut it anymore? How much more exciting is a well-designed and crafted email with an amusing gif seem?

Which would you rather receive in your inbox?

It also helps if you have some user-generated content on hand. What is user-generated content?

It’s content your product and service users create themselves and post online (usually on social media). They’re basically creating content for you that endorses your brand.

It means more for a peer or someone else to recommend your brand rather than just telling everyone you’re the best.

Showing, after all, is better than telling.

Use customer success stories wisely, too, since they work the same way. They explain how your product or service turned things around for a business. Your audience can see how your solutions help.

Get tips on why video marketing makes for a powerful content asset and the right way to create it.

3. Make everything clickable

You might clearly mark your CTA in the boldest, brightest colors. It might be clear and flickering like fireworks in the night sky.

But that doesn’t mean someone will click on it, even if they’re interested in your offer. After all, some people just have trouble following directions.

Therefore, make everything you use in an email clickable: the images, video, gif, and even some text (but only a bit).

Reach the top of the email marketing mountain

4. Transparency

Make it easy to unsubscribe and opt out. Put an unsubscribe button on the top and bottom of the email. Don’t leave the opt-in button marked, so someone has to pay attention to notice and unclick it.

It doesn’t benefit your list to have someone on it that doesn’t want to be there. Over time, it can damage your brand’s reputation and email deliverability.

So, be on the level with everyone.

5. Dark mode

Dark mode means light text on a dark-colored background. It reduces bright light from your screen and eye strain. Plus, sometimes, it just looks cool.

 81.9% of people use dark mode on their phones.

When you design your email, design it for both dark mode and light. That way, it remains an easy experience for your audience.

Get up to date on the top marketing technology trends to help you deliver personalized experiences at speed for email, mobile, and other channels using dark mode, optimized send times, and the content customers prefer.

6. Accessibility and inclusive design

77% of marketers say making their emails accessible is a priority, but only 8% follow best practices rigidly.

How can you make your emails more accessible?

  • Design for dark mode in case someone wants less strain on their eyes
  • Make your buttons, headlines, subheads, and CTAs stand out and as readable as possible
  • Use short, concise copy that’s easy to read and understand
  • Use a font and text size that’s easy on the eyes
  • Use visuals that don’t require a lot of squinting or concentration to understand

Take a look at inclusive design as well. It involves designing your emails (and the rest of your marketing), so people of all backgrounds, ages, languages, economic situations, and abilities can access and understand them.

Learn about the latest email marketing trends, news, and events from the Inside Modern Marketing Newsletter.

7. Triggered re-engagement emails

Marketing automation can really help with this. Rather than making re-engaging with a customer or prospect who hasn’t interacted much with your brand lately a one-off, make it a trigger.

Once they fall off, your software can send them an email to re-engage. It doesn’t have to be a special campaign or project. You can make it a regular part of your marketing.

8. Efficient segmentation is effective segmentation

To make your segmentation useful, you need to make it manageable. You don’t want too many segments because that’d make it hard to really focus and find any commonalities.

At the same time, you don’t want too few segments because that can make your email marketing too general and broad.

You want to find just the right number.

In in my experience, five to eight segments hit that sweet spot of putting the right amount of emphasis into each segment and makes your campaigns more workable.

9. More advanced segmentation (sometimes called micro-segmentation)

Typically, segmentation breaks down into four categories: demographic, behavioral, geographic, and psychographic

With better customer data, you can dig even deeper into what makes your audiences tick. Break your segments up into micro-segments to get even more relevant and personalized (maybe even hyper-personalized).

Again, though, keep the number of micro-segments manageable (just like with your segments).


Get more help with your email marketing:

 

 

Michael McNichols

Senior Content Manager

Michael McNichols is a Senior Content Manager for Oracle Digital Marketing. He has over ten years of experience in professional writing and has been widely published.


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