6 email marketing trends: bringing back a classic

However, with the advent of social networks it was said that his end was near. But... the rise of social networks began in 2010, so why are we still talking about email marketing in 2022? It’s simple: emails have become essential in people’s lives, regardless of generational issues or occupations. In 2022, more than 4 billion people around the world use email. To gauge its reach, let’s think about Facebook, the social network with the most users: it has 2.2 billion, according to Statista.

Emails probably give us the most relevant notifications in our everyday, since it requires us to stop and read, unlike the infinite scrolling of Tik Tok or Instagram. There’s an awareness and a natural disposition of people to pay attention. Its value lies in its accessibility and simplicity, which makes it an essential.

So, email marketing is not only far from dying, but it is still a powerful tool in these times. In addition, it remains as one of the safest digital media, which is why it is usually out of preventive measures such as digital detox, which seeks to lower stress and anxiety levels caused mainly by social media.

In order not to fall into the typical spam, it is best to segment your database. This way, you will have relevant data that answers questions such as: Are you a customer? What have you bought? How often? Since when are you a customer and when was your last purchase? Have you given any feedback on your shopping experience? On the other hand, you will have information such as the opening rate, the number of clicks, information about your subscribers such as the city of origin and the bounce rate, thanks to an email marketing platform — MailChimp, Active Campaign, Constant Contact, GetResponse or LeadLoves, for example.

That information is vital to sending personalized emails that connect with people. The proper management of an optimized and successful email marketing does not consist in sending mass emails to the entire database, but in studying it, knowing it and creating subgroups according to consumer behaviors, such as age, purchase frequency, etc. In addition, impeccable copywriting accompanied by a reader-friendly design is essential. This way, people will take the time to read the information and interact with it.

• Inclusion: you must take into account that the design of your emails must consider all the diversity of people and facilitate their access to the information you are providing. To achieve this, include strong contrasts and white spaces for people with vision problems, as well as alternative descriptions of your images. 
• Dark Mode: This is a trend in various applications and web pages in order to be kind to the reader and facilitate a pleasant reading. It consists of the use of dark tones that facilitate reading and are friendly to the eye. 
• User Generated Content: using content created by clients is a wise move to build trust and provide valuable information. It leads the perception of your brand and products speaking on your behalf. You could add reviews and comments, or request feedback from people subscribed to your newsletter and use those comments in the future. 
• More text, less design: contrary to design trends that add more, its minimalist counterpart prefers text to design. This trend is based on the premise that less is more, because with minimal or no design, email will load faster on devices; the first few seconds are valuable when it comes to capturing attention. In this case, the text has to support the strategy and make use of entertaining tools such as storytelling. 
• Interactive content: You can play with the design of your email by adding game-like interactions and as people continue reading they will engage with the content and relate that nice feeling to your brand. In the end, it is ideal to give a reward such as discounts or flash offers. This, in addition to keeping your customers’ attention, also provides information for future targeting. 
• Automation: Although this is not a new tool, the approach is. Now, in automation, closeness and personalized attention are prioritized. That is, we are not talking about sending an email every time the product catalog is updated, but an email when the purchase has been made, when the shipment has left, when the package has arrived and feedback is requested. It is a way to build trust and provide adequate after-sales service.

Don’t underestimate the scope of email marketing just because it seems like a less flashy tool than social media content. A well-implemented campaign for the right audience can make a significant difference. Have you already analyzed whether this tool is suitable for your goals?