The impact of 2020 has seen businesses to refocus their email marketing strategy from acquiring new customers to engage with existing customers. These engagements have seen businesses keeping their customers informed about new working hours, new online opportunities, and virtual events.

Authentic and Positive Content

2021 will see marketers adapting their email marketing strategy to keep their brand connected to customers while delivering valuable services. Marketers will need to think about how they can help their audience succeed, save time, entertained, connected, and involved.

Interactive Emails

Interactive emails carry over from 2020, an interactive responsive email is the best type of email to boost customer engagement and increase email interaction. Interactive emails can contain:

• Animated buttons or CTAs

• Rollover effects

• Interactive images

• Accordions

• Surveys and user-generated content

Automation

Automation is another trend that carries over into 2020. By using automation, marketers will be able to follow up with customers without any manual work. Automated emails will improve lead management, gather more lead, and nurture a greater customer experience that will boost brand loyalty.

Videos In Emails

As more email platforms such as Gmail have started enabling video content on emails, it has enabled marketers to create visual interactive content and streamlining the customer experience. In the past, emails would direct to the host site for the video, which means users would need to go back and forth. Being able to view the video within the email, it will allow the user to click on the CTA without having to leave the email ecosystem.

Hyper-Personalisation

Personalisation can help a customer feel the brand is having a personal conversation. Another benefit is serving personalised content that is relevant to the customer as it will improve engagement. Marketers will be looking into grouping their customer base into smaller segments based on certain criteria so they have to serve relevant content according to the user base. This way not everyone is getting the same message. Using personalisation, marketers can serve dynamic content that changes according to the email segmentation.