Email Marketing Trends, Tips and Tricks

by Sep 11, 2023

Email marketing works. Even though we imagine a world where all communication is centered on social networking, email hasn’t lost market share. According to HubSpot, there are 4 billion daily email users, and 77% of marketers have seen increased email engagement in the last year. But that doesn’t mean any email you send will have immediate results. Some trends, tips, and tricks can give you more eyes on the newsletters and special emails you send out. Let’s take a closer look at some of these ideas.

Matching Your Email to a Landing Page

Effective email marketing should always guide readers to the right landing page to ensure a seamless user experience. The landing page serves as the destination where readers can take desired actions, whether purchasing, signing up for a webinar, or downloading valuable content. A well-designed landing page reinforces the message from the email, eliminates distractions, and provides a clear path for readers to convert, maximizing the impact of your email campaigns. We recommend you create customized landing pages to match your customer personas.

Personalize the Email

Personalization in email marketing is essential because it makes recipients feel valued and understood. When emails are tailored to the audience’s preferences, behaviors, and needs, they are more likely to resonate and drive engagement. Personalization boosts open rates, click-through rates, and conversions by delivering relevant content, product recommendations, and offers. It fosters a sense of connection and trust, leading to stronger customer relationships and improved campaign effectiveness. In a crowded inbox, personalized emails stand out and leave a lasting impression.

Create a Reason for Opening

Drawing readers into opening an email marketing campaign begins with a compelling subject line. To capture their attention, craft subject lines that are concise, intriguing, and relevant to the recipient’s interests or pain points. Incorporate action-oriented words, urgency, and a hint of curiosity, prompting them to click and discover more. A strong subject line hints at the value or benefit within the email, making recipients eager to open and explore the content, which drives higher open rates and engagement.

dpeg Marketing Tip: Use emojis in your headline. It adds impact without using too many characters and will draw the reader’s eye.

Write an Effective Call to Action

Writing a compelling call to action for your email marketing campaign requires clarity and persuasion. Use action-oriented language that tells recipients what you want them to do, such as “Shop Now,” “Subscribe Today,” or “Get Started.” Ensure the CTA stands out visually with contrasting colors or buttons, making it easy to spot. Keep it concise, ideally just a few words, and create a sense of urgency or offer a benefit to motivate immediate action. Ensure the CTA links to a relevant and responsive landing page, ensuring a seamless user experience.

Use Visual Appeal

Email marketing campaigns benefit from visual appeal, which includes well-chosen images and strategic use of white space. High-quality photos can convey your message and brand identity, making the content more engaging and memorable. Meanwhile, white space (empty areas around text and images) improves readability and creates a sense of clarity and simplicity. A balanced combination of visuals and white space enhances the overall aesthetics of your emails, making them more inviting and easier to digest for recipients, leading to higher engagement and conversion rates.

dpeg Marketing Tip: As much as you can, avoid stock photos and use your photographs instead. They can be professionally done or simple snapshots from your phone. The more personalized the images, the more they resonate with readers.

Make Them Mobile Friendly and Accessible

To make your email marketing campaigns more accessible and mobile-friendly, use responsive email templates that adapt to various screen sizes. Keep email content concise and scannable, with clear headings, bullet points, and legible fonts. Add alt text to images, making them accessible to visually impaired recipients. Ensure that buttons and links are easy to tap, with enough spacing to prevent accidental clicks. Test your emails across different devices and email clients to ensure they display correctly. Prioritize accessible color schemes and avoid relying solely on color for conveying information.

Provide Interactive Content

Businesses can leverage interactive elements like polls, quizzes, surveys, and clickable content within their email marketing campaigns to boost engagement. These elements invite recipients to actively participate and provide valuable feedback or insights, creating a sense of involvement and personalization. Interactive emails pique curiosity and extend the time spent interacting with your brand, increasing the chances of conversions. Gamification elements, such as scratch-off cards or interactive images, make the email experience fun and memorable and encourage recipients to take desired actions.

dpeg Marketing Tip: Even something as simple as asking a yes or no question and encouraging the reader to respond via email can boost engagement.

Talk to us about email marketing campaigns.

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Laura LaVoie

Laura LaVoie


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