Key takeaways
- Use video and audio in emails to make messages more personal and stand out from inbox clutter.
- Keep emails concise using modular templates so recipients find the main message quickly.
- Optimize emails and related content for mobile since over 49% of email is now received on mobile devices.
- Use content marketing in B2B email campaigns, strong email content can be a deal breaker in business-to-business deals.
- Personalize emails to increase engagement and lead generation, lack of personalization risks messages being deleted without a glance.
- Watch for platform changes: Gmail may add more style and media-query support, potentially improving design across devices.
Introduction
The email marketing climate has most definitely shifted in the past half-decade – it’s ever-changing, and it can be hard to keep up with all the latest trends, especially in such a digital and innovative day and age. In order to stay informed and educated on email marketing, you must be aware of what is current, trending, and what everyone else is doing. In email marketing, competitive subject lines and attention-grabbing emails are the most important way to get noticed.
Business news and blogging site Business2Community recently released a list of 10 email marketing trends to watch for in 2016 – and we want to share with you our favorites.
Video and Audio Emailing is Getting Bigger
In order to be relevant and pertinent in today’s world, you must go digital and do things the unconventional way. This means no longer communicating simply via text over email; this means video and audio emailing, as well as sending voice notes. With an influx of junk mail and irrelevant messages popping up in everyone’s inboxes day in and day out, it is vital that you stick out amongst the crowd and be noticed.
Video emailing is perhaps a more ‘meaningful’ method in delivering a message as opposed to traditional methods of email communication. Emailing content through video and audio lets your audience put a voice and name to the business, giving you a more personal option for engaging with your customers.
Modular Templates for More Concise Mailing
Sometimes less is more, and this is certainly true in email marketing. It’s better to be precise and concise in your email content, rather than dressing up something with fluff and filler when it could have been said in fewer words. People are busy and don’t have the time to scroll through text walls in order to find true value. They want the main message as quickly as possible.
This also keeps them engaged – consumers in the Internet age have a dwindling attention span, so getting to the point is vital. Design and construct your email thoroughly prior to sending it out, regardless of whether it’s audio, video or simple messaging. Get your point out quickly – you can do this easily with modular email templates that offer streamlined design and text strategies to make your content dynamic and easy to digest.
Mobile is Moving Up
As the Business2Community article states, over 49% of email is now received on mobile devices. Seeing as this is a big statistic, it is important that your sites, emails, messaging, and video communication methods are mobile friendly and can be viewed with ease on a mobile device.
You don’t want a client to get frustrated simply because the format of the video or text on the screen wasn’t compatible with their mobile phone. Communicating and marketing over emails is becoming the go-to method, as people have busy lives and don’t have the luxury of sitting at a desktop screen each and every time they receive or send an email. Think about your own life: do you have the time every day to sit at your computer just to go through your inbox?
More Content Support
Email marketing trends are only becoming more efficient and effective day by day. More and more companies and businesses alike are using content marketing through email because it is effective and it works. When companies want to do business with other companies, content creation for email marketing is extremely vital. It could be a deal breaker, otherwise.
Business2Community is predicting that Google will start respecting this idea by enhancing their viewing and design standards. They’re also saying the email giant is likely to add more style-support for their web platform and more media query support for mobile users. This will help businesses and their employees to insert content and enhance their email experience across all Gmail vehicles.
Will the prediction come true? We’ll have to wait and see, but we certainly hope so.
Personalization Continues to Please
Consumers love when they feel special, which is why tailoring and suiting your email to be more personalized is so important. The more audience-focused your email campaigns are, the more likely you are to succeed with lead generation and response – and HubSpot has some great methods for making it all happen. If not, you risk the chance of it ending up in the trash bin without even a simple glance.
Overall, your engagement should be your main focus during 2016. When you find better ways to truly connect with your audience, you find more successful methods for generating leads, making more money and growing a loyal customer base. You just might find 2016 is your most successful marketing year yet.
FAQ
Use video, audio clips or voice notes in your email messages so recipients can put a voice and name to your business. Multimedia email feels more personal and helps you stand out among junk mail, making messages more meaningful than plain text.
Modular templates are streamlined designs that let you present concise, focused content. Use them to avoid text walls, get to the main message quickly and keep consumers with short attention spans engaged by making content dynamic and easy to digest.
Very important. Over 49% of email is now received on mobile devices, so sites, emails, messaging and video must be mobile-friendly to avoid frustrating recipients and losing engagement.
More companies are using email content marketing because it works for B2B interactions. When companies email other companies, strong content creation is extremely vital and can be a deal breaker in securing business.
Consumers like to feel special, so audience-focused campaigns are more likely to generate leads and responses. If you don’t personalize, you risk your message being trashed without being read and lower overall engagement.
Google may enhance Gmail’s viewing and design standards, adding more style support for the web platform and more media-query support for mobile. This change would help businesses insert richer content and improve the email experience across Gmail.
