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5 Need-To-Know Email Trends for 2016


Email is one of the oldest marketing tricks in the book, but by no means should it be neglected. In the crazy world of social media, it remains one of the most personal ways to contact your customers, and a well thought-out email can go a long way. Every classic can benefit from a modern twist, and much like your website, your email strategy should be updated regularly. This fact is underlined by the ongoing development of email marketing strategy by major firms such as Newsletter2Go. With that in mind, here are some of 2016’s biggest email trends to help you make an impact.

1. Mobile

We’re all well-versed in the importance of mobile, but it’s crucial to understand exactly what this means for email. Not only is mobile huge, it’s also here to stay – it’s estimated that 1.779 million people will be using a smartphone to access their inboxes by 2017 – so optimization cannot be put off any longer. One-column templates, larger font and a prominent call-to-action near the top of the email all look great on the small screen.

2. Personalization

Consumers are becoming increasingly picky about what they open, and who can blame them? Whilst social media is invaluable when it comes to growing brand awareness, it doesn’t address your customers on a personal level. Direct email is a great antidote to mass tweets and hashtags, but merely landing in someone’s inbox is no longer enough. In order to stand out, emails need to be personalized. This doesn’t just mean including a customer name merge field; it’s all about splitting your contact list into interest groups and tailoring your message accordingly, working out what each customer wants and giving it to them. Deliver highly personalized and relevant content to see a great improvement in your open and click-through rates.

3. Automation

e-mailAutomation can be a great tool for simplifying the email process, but the trend will veer towards a blended strategy as opposed to a solely computerized approach. Automated email is ideal for responding to certain triggers – or customer actions – such as a purchase resulting in a “thank you” email. However, bulk email campaigns are necessary for generating consumer demand in the first place, such as a promotion or new trend that may then prompt an action. The most successful strategies combine the two for an all-encompassing and relevant campaign that is, of course, highly personalized.

4. Tone

Email has been around long enough for consumers to instantly know a sales pitch when they see one. For this reason, marketers are shifting their focus away from explicitly trying to sell something in favor of providing reader value. Whilst this is often synonymous with great content, it’s not only what you say but how you say it, and therefore another essential tool for engaging your readers is tone. Adopting a more authentic, conversational style will help to portray you as genuine and thus make your readers more willing to hear you out. Overly formal, business-like texts are becoming outdated, and email marketers will increasingly seek to communicate in a lighter, more familiar tone.

5. Design

Content may be king, but looks certainly do matter when it comes to email. Design trends are forever changing, and 2016 will see many creative brands experimenting with responsive, interactive formats that mirror the latest web design trends, such as hamburger menus or carousel type elements. Whilst it’s important to create emails that are modern, fresh and not too text-heavy, ensure that your CTA remains clear and that visual aesthetics do not come at the cost of mobile optimization.

Email marketing is all about delivering relevant, well-timed and engaging messages that not only understand your customers but speak to them on a personal level. These trends are the future of email marketing, and prove that it’s still an relevant and effective force for engaging consumers.

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