7 email marketing trends 2015

Email marketing always remains one of the three leaders in digital marketing tools. With it, most companies increase their budget. It is necessary to study the current trends of email newsletters, as the level of competition and the importance of email marketing for mobile devices is growing.
Despite the fact that email competes with organic and paid search in e-commerce, it provides higher sales than social networks or display ads.

I have collected 7 major trends in email marketing for this year , although of course, you should not limit yourself to these recommendations only.

Simple design to work on all devices

In 2014, we saw a transition to responsive email design: simplifying the interface with focus on context, visual components and, to a lesser extent, text. We can expect this to continue in 2015-2016.

Companies should discuss techniques that are effective for both mobile and desktop devices, as more and more recipients read their emails on smartphones and tablets. But the CTR remains higher for emails read from a computer, which also cannot be ignored.

In 2015, the most intelligent marketers convinced their copywriters and designers to focus on such things as the hierarchy of content and the criteria for perceiving letters by the user.
The illustration shows an example from John Lewis: the second version of the page shows the appearance of increasingly simple messages, getting rid of complex design elements and detailed advertising texts.


More Animations

Advanced email marketers in the retail industry believe that animated gifs are effective because people often save them to their hard drive. Moving images more actively capture the attention of the reader, so using gifs is much easier to create a captivating live letter.

Dell has a successful story, which has increased its profit by 109% by simply adding a gif in its letter.

Also, the fashion trend is the use of the cinemagraph effect when only part of the image is animated. This effect is implemented in the email company Mr. Porter:


Video

Now, using HTML5, embedding videos in your letters is even easier than clicking on them for playback. But the use of video is not allowed by all email clients. You can work around this problem by replacing the video with animated gifs.

Pop-ups to increase subscriber base

This trend will strengthen even more, as many companies note the growth of their base of email-subscribers using pop-ups. But you need to work with such elements carefully, since pop-up calls to action can be intrusive and annoy subscribers, forcing them to permanently leave the site and unsubscribe.

Real-time Marketing

Over the years, such marketing has been used for online PR and was known as 'Always-OnMarketing'. Now more and more companies are using it: relevant content, translation of relevant pictures or information based on the user's real location works many times better. But this is only a return to the traditional idea - “fewer creative emails, more relevant emails”.

For example, the Hyatt hotel chain transmits air temperature at a resort in a letter, leading subscribers to the idea of ​​sunny Hawaii.


Dynamic content tuning The
reality of email marketing is that masterful targeting gives the greatest response, despite the widespread enthusiasm for designer chips. This is not to say that it doesn’t matter, but ... Email marketers mainly use the data they have received over the years for their campaigns. They are based on the profile and user interactions, they determine the content of emails.

At the next level of dynamic adjustment, we will see more personalized advertising campaigns built on a wide range of data sources.

Predictive intelligence
Predictive intelligence uses well-known patterns of user behavior. Prediction based on the preferences of users from different segments of the audience is increasingly used to select offers and email content.

This affordable tool is increasingly used as the basis of email campaigns, as it allows you to increase the number of responses from email recipients.

Working with external data is always effective, and such an opportunity, as a rule, is. It is this method in their campaigns that all advanced email marketers.

* Also, do not forget to use a subscription using the Double opt-in method. This saves customers from spam, and companies from a negative image, allowing you to work only with interested subscribers.

Understanding the mechanisms of email marketing is necessary in order to successfully compete in the Inbox folder, to attract and retain customers. Therefore, it is so important to set aside time to understand its fundamental principles and, of course, to follow trends. And modern mailing services, constantly expanding their functionality, make email campaigns really effective.