Email Trends For 2021

Over the past year we've seen a huge reliance placed on email, not just as a marketing tool but as a way for businesses to quickly and directly reach customers during times of uncertainty.

The uptake of email as a key conversion tool has also spiked thanks to a surge in eCommerce stores launching to fill gaps in the market and meet the changing needs of online shoppers.

To keep you ahead of the curve, we’ve put together the top trends for email this year and beyond.

Agile Marketing

An agile approach to customer communications was incredibly necessary during 2020 which is something email is specifically geared towards. Email gives businesses the ability to reach hundreds of thousands of customers in a direct, personalised and timely way. And this doesn’t just apply to marketing messages, during a crisis email and SMS play a critical role in keeping customers updated on important operational matters at scale. Taking an agile approach to your marketing also means keeping a close eye on changes in shopping and spending behaviour so you know when and how to pivot. If there’s ever been a time to embrace email marketing, it’s now.

Automation

While we’re not claiming this as a trend, the spike in the adoption of automation is on the rise. Automation is a major growth engine for any business, particularly eCommerce and last year automation was responsible for 29% of all email orders while accounting for less than 25% of email sends.

A no-brainer for nurturing new customers and subscribers is the Welcome Program. With an average conversion rate of 52%, a welcome series can drive upwards of 12% of all email orders. Cart Abandonment emails are also essential for eCommerce with conversion rates of 34% accounting for 11% of total email orders. Product and browse abandonment automated programs are also highly effective for increasing repeat purchase with conversion rates of 17%. You’re literally leaving money on the table if these programs aren’t in your eCommerce strategy.

Send Time Optimisation (STO)

Send Time Optimisation is a tool which assists in improving email open rates (and ultimately conversions) by using machine learning to determine the best possible open time based on each individuals history. STO is extremely valuable during uncertain times when daily schedules are constantly changing which in turn impacts when a customer opens your emails. While STO is a handy tool, we recommend testing this approach thoroughly to ensure effectiveness for your particular email cadence and programs.

Dark Mode Design

In terms of email design, a trend for 2021 will be the wide adoption of dark mode. The uptake of dark mode on devices is higher than expected and as a result, brands will continue to design for dark mode compatibility while developers use dark mode media queries to control whenever they can.

AMP

This year is predicted to be THE YEAR of AMP for email.

AMP allows marketers to easily create interactive and dynamic emails so that elements such as carousels and forms are embedded in the email itself. This creates a highly engaging experience for the reader, helping drive click-throughs and positive brand engagement. From a usability perspective, it can mean there are fewer steps required for the customer to take action, adding convenience and boosting email effectiveness.

Overall, 2021 will mark an important shift in how we see email marketing. Online has become busier than ever and it’s important to build engagement and relationships with your customers while standing out in the inbox. Implementing a robust email marketing strategy while keeping up to date with the latest trends will mean you’re in a good position to make the most impact.

Get in touch today if we can help get you clear about your email marketing strategy: contact@justsendtimarketing.com.au