There is one thing marketers can be certain about when it comes to marketing: email still works. Sure, it might be tempting to shove aside that geezer of electronic communication in favor of hot young marketing whipper-snappers like TikTok and connected TV, but the truth is, old-reliable email is estimated to bring in $51 for every dollar spent, and has been rated the top form of digital marketing. Further, revenue from email marketing is estimated to nearly double by 2027. With all that in mind, here are some of the key trends in email marketing.

Hyper-personalization
The inbox is a highly competitive place, and customers can quickly spot the difference between a message that’s speaking to them specifically and one that belongs in the junk folder. That’s why hyper-personalization of your email marketing campaigns is key.

Email segmentation is nothing new, and it’s proven to be effective: personalized content can lead to a six-fold increase in transaction rate. It’s also essential: customers have come to expect direct, specific engagement that feels like it’s meant just for them. That means segmenting your list and creating dynamic content that’s relevant to each group. The more you can make your audience feel like you know their interests, the more likely they are to engage. At the same time, there’s a fine line between piquing a customer’s interests and overdoing it. Be the cool friend, not the nagging aunt. Luckily, there are advanced tools such as automation, AI, and Accelerated Mobile Pages (AMP), which can help.

Gamification
The email marketing trend of gamification continues to grow. Options for adding game design elements to your emails include quizzes, a quick puzzle or a matching game, one that is goal-oriented to get the customer something tangible and actionable, like a coupon code or an exclusive first look.

Dark mode
Another example of simple functionality that makes a big impact in an email campaign is utilizing the Batman-esque cool of Dark Mode. According to Earthweb, Dark Mode is preferred by over 80% of users. Making sure that your emails look great and function properly in the upside-down will be key, as improperly rendering emails can trigger spam filters. Without dark mode functionality, subscribers might not see your email at all.

Empathy and trust
Even as you employ all the trendiest and most effective strategies in your campaign, it’s vital to keep in mind the goal of creating an authentic connection. Customers want to feel seen and understood. If you can establish a trusting relationship, you’ll earn their loyalty. Back up your personalization with an empathetic tone and emotionally intelligent messaging. And importantly, let customers know that you value their privacy and their choice. Strategies for this include specific messaging about your commitment to data privacy, including highlights and easy links to your policies, and readily accessible email preferences that customers can easily change. Invite customers to learn more, and to have more say in when and how they are communicated with. You can even add a feature at the end of an email asking customers to quickly rate the relevance of their content, so they can also have a say in shaping the messaging they receive.

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