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Industry experts explore the email marketing trends set to impact your strategy in 2021 and consider how COVID-19 has permanently and positively changed email marketing 

In 2020, email marketing trends, like so many parts of our work and personal lives, had to undergo a rapid transformation.

As the pandemic continues to lead to wide-ranging changes to the way consumers perceive brands and consider purchases, email marketers have adapted in many innovative and inspiring ways heading into the new year.

In this blog, five of the brightest minds from the world of email marketing provide their key trends for 2021. With email continuing to play a vital role in nurturing, acquiring and retaining customers, it’s time to explore the opportunities that lie ahead.

Email marketing through the K-shaped COVID-19 recovery

As we head into 2021, COVID-19 continues to impact marketing strategies and budgets within…

Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment

Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing. According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs. [si_monthly_campaign_blog_cta_banner id=156146] Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…

Chart of the Week: 45% of marketers say increasing engagement is the biggest challenge for email strategies and yet this isn’t a primary goal to work toward.

Email marketing has long been a tactic that delivers high ROI, which means there are a lot more marketers and brands utilizing email to engage, convert and retain customers. However, the increase in use means that inboxes have never been so crowded and, as a result, it is getting harder to stand out. Despite the struggle to get opens and clicks becoming very real, marketers still need to deliver tangible results – especially as email has historically performed so well. Email effectiveness may be dwindling but optimizing your strategy ca still ensure you see improvements. [si_blog_banner_cta] However, the question then becomes how you can improve the effectiveness of your email marketing. After all, sticking with the same strategy isn’t going to see things go well during 2020…

It's time to explore five key email marketing trends set to shape your strategy in 2020, from mobile optimization and simplified content, to AI and email's continued position as one of the most trusted communication channels available to marketers

It’s time to start looking ahead to what 2020 may bring with our annual series of blogs dedicated to the biggest marketing trends for the year ahead. Outside the world of marketing, things are increasingly unpredictable. Rewind back to 2010 and you’d be hard-pressed to find anybody capable of predicting the decade that was about to unfold. Luckily for us, however, marketing trends - and digital trends, in particular - are slightly more predictable. With the amount of data we have at our fingertips, it’s now easier to know which tools, tactics and technologies are working and which are becoming less effective. For this blog, we’re joined by a selection of the world's leading email…

Chart of the Week: Only 57% of personal emails are now being opened by recipients and just 37% are viewed as being useful

People are now spending less time checking their emails, according to research from Adobe. Personal emails have seen the biggest drop since 2016, in terms of minutes spent checking them, following a small increase in 2018. When it comes to business emails, while they are checked less than in 2016, they have seen an increase in minutes being spent looking at them compared to 2017 and 2018.

Personal versus work emails

In terms of open rates, people are a lot more likely to open work emails than personal emails. Around 80% of work emails are opened on average, with 59% of work emails being deemed useful by recipients. In fact, people spent three hours or…

Every irrelevant email is a missed opportunity that costs you engagement and conversion

Whether you’re cross-selling, up-selling, fighting cart abandonment, or a content site working to keep your visitors returning and engaging, the key to effective email marketing is that your messages are personally relevant and well-timed. That means your emails must be personalized and intimately connected to your visitor's behaviour.

[si_guide_block id="93629" title="Email marketing re-engagement and reactivation guide" description=" Learn how to re-engage inactive subscribers in your email database and turn lapsed subscribers into active customers. The guide is produced by email marketing experts and offers recommendations on different angles of email reactivation, including the problem of inactive subscribers and provides advice on how to improve the health of large email databases."/]

Here are three examples of personalized email strategies, for different sites, that exceed the norm, and keep visitors coming back for more.

For a content site

Increase engagement and retention by sending personalized…

62.26% of customers feel happy and excited to respond to a specially tailored message from the retailer

The personalization of emails is not just limited to sending emails to your customers addressing them by their first names - it’s so much more than that.  You can use personal information like their date of birth, full name and past purchases to create personalized customer experiences. This can be incredibly beneficial as personalized emails are known to increase conversions and retention rates. In fact, 62.27% of customers feel happy and excited to respond to a specially tailored message from the retailer. This shows that you need to send tailored notifications to your customers based on their preferences. Let’s take a look at some examples and the infographic by Post Funnel. This will give you an idea of how to effectively use personalization in…

The four steps of personalization, and why you should care in the first place

Consumers decide very fast - in a matter of seconds - whether they like your email campaign.  Provide something relevant, and you have a happy customer. Miss the target, however, and they instantly delete the email. The importance of personalization in an era of immediate gratification is crucial because consumers are bombarded with emails, almost all of which are off target. Personalisation - tailoring of messages to every person based on their unique tastes and preferences - promises to tackle this matter. Done right, personalization elevates peoples' lives and promotes engagement by providing content that is tuned into and even anticipates the customer's needs.  The benefits to the customer also translate into benefits for the retailer.  Personalization can increase aggregate e-commerce revenues by 5% to 15% and boost the efficiency of marketing spend by 10% to 30%. …