Top Content Marketing Trends in Email Marketing in 2024

Searching for efficient communication tools is a contentious marketing strategy since most people delete emails without even opening them. For example, do you usually read your emails? How often do you open them? I believe that seldom and mostly when you are waiting for them.

As a rule, it is enough for a user to see the heading and the sender to understand whether it is worth opening an email from a particular company. Businesses need to work hard to create useful and unique letters.

Such emails can encourage the recipient to read information and attract their attention to the brand. Your goal is to make a person not delete your email but read the received material with pleasure.

Is Email Marketing becoming Outdated?

It is an interesting question to ask. Companies started to promote products and brands with emails in the late 70s – early 80s. Nobody even thought about such marketing tools as SEO, SMM, and PPC then. By the way, the first e-mail advertising campaign brought the author $ 13 million. It was 400 invitations to the DEC computer presentation at the Los Angeles exhibition.

Nowadays, there are two opinions on email marketing in the digital world. Some people believe that this tool is outdated. And you can replace it with chats in messengers. But, some people think that email marketing has potential. You can unleash it thanks to the modern technological process.

Thus, emails have entirely new formats to attract an audience via non-standard personalization techniques. Unfortunately, greeting by name and timely congratulations on some occasions is hardly surprising.

Here’s how to make the Email List Effective:

– Form blocks with individual tips for readers based on their interests

– Dynamically change content considering the gender of recipients. For example, you can change the visual design, text content, and products offered in the email

– Create your own gimmick. For example, Aviasales uses two styles in emails:: comic and more serious. Subscribers can change it at any time. It helps to keep subscribers engaged.

And these are just several simple personalization options, that help distinguish your emails from competitors.

User-Generated Content is a Successful Strategy

A good idea is to involve user-generated content in branded emails. You will earn audience loyalty to the brand and increase sales. This approach has obvious benefits. You economize the budget. After all, the content is generated by your customers, not by a paid copywriter. It also confirms promotion effectiveness. UGC has higher indicators of ER – engagement and CTR – clickability.

As we know, these email marketing metrics are one of the main ones. You can use customer reviews, photos, and posts on social networks, supplemented with branded hashtags.

Interactivity and Gamification

Audience engagement is one of the goals of the newsletter. Interactivity helps achieve it and raise the conversion rate at least three times. Interactive buttons, short videos, animations, product lines with dynamic price tags can encourage users to interact with you.

Moreover, technologies are developing, and new solutions are emerging. For example, APNG animations significantly exceed the quality of our usual GIF images. One more curious idea is a test inside an email. Create bright messages with exciting results. Using this entertaining tool, you advertise your product or services and lead people to buy.

At the end of the test, you should give a discount or present to thank subscribers for participating.

Newsletter of Interesting Stories from a Live Sender

Storytelling is one of the most popular marketing techniques today. One can successfully use it in almost all content formats. You will inevitably see it in newsletters. People love stories and read them with pleasure. It doesn’t matter if it is an article in a corporate blog, an Instagram post, or an e-mail.

People always read and share interesting content. The author’s presence helps enhance the effect and enliven the story. There is another good solution. You can create a live character for the regular brand newsletter.

If a company has shared its success or failures with subscribers on behalf of a real employee of a company, they will rejoice in success with her, experience failures, and support. ​​As a result, audience loyalty will increase, and the regular customers might become brand aficionados.

Email Marketing and AI

AI technologies help ease the work of and automate routine manipulations. It positively affects the quality of e-mail marketing. That’s why the email marketing job remains one of the most popular ones. And an email marketing specialist should know fresh content trends to make the newsletter effective.

Artificial intelligence analyzes the content of emails and finds spelling errors, typos, spam words, non-working contacts. And other elements that can cause emails to get into the Spam folder.

Besides, AI contributes to:

– Data segmentation

– Improving analytics

– Optimizing the timing of sending emails

– Choice of the time of most subscribers’ activity for each time zone.

As a result, the marketer receives a ready, high-quality e-mail newsletter.

Emphasis on AMP Technology

I’m going to start with an example. Accelerated mobile pages allow recipients of electronic mailings to buy goods directly from the email. Now users do not need to visit the company website to add a product to the cart. It accelerates the interaction between buyer and company and increases the conversion. Marketers receive up-to-date information about users, which further helps create e-mail newsletters. Thanks to the AMP, you can animate emails by adding various interactive elements.

Among the most popular ones are the following:

– A carousel of images

– A dialogue box

– A list and checkboxes; sidebars for navigation

– Pop-up menu

– Forms of feedback and questionnaires.

By integrating such components, you can simplify the user’s interaction with the brand. And a marketer receives information about customer satisfaction with the service, product, service.

After analyzing the data, it is possible to identify dissatisfied and satisfied consumers. You can offer bonuses, discounts, and promo codes for further orders to the satisfied ones. It will increase the number of repeat transactions. And the call center can communicate to dissatisfied customers and try to return their loyalty.

But at the moment, the problem with accelerated pages technology is the limited support by e-mail providers. In particular, AMP emails are currently perceived by Gmail, Yahoo, Outlook, etc.

Combining of Several Advertising Channels

Now email marketing specialists tend to use several advertising channels linking them into the single environment of interaction with customers. For example, email newsletters get combined with posting on social networks and chats in messengers. You can offer a user a bonus, discount, gift certificate with a subscription to a newsletter from social networks.

You can announce the start of the emailing list and emphasize the uniqueness of the content to attract an audience from social networks. The main thing is to share exclusive information in letters in the future, which there are no posts in your corporate accounts.

Customers will appreciate your honesty and certainly leave positive feedback about you. Similarly, you can attract subscribers to social networks through an email newsletter.

Conclusion

There is a curious trend. Until recently, email marketing was actively inspired by landing pages. The letters were very similar in design to single-page websites. Now, emails designed as spectacular flyers are considered to be a worthy option.

A minimum of actions in the letter don’t distract the subscriber’s attention. Thus, the main focus is on the offer and the list of items. Give up ordinary and long emails. It is better to send such letters as you are glad to get.

The author’s design, fresh trends, and personalization help you create a really effective newsletter. Don’t be afraid of experimenting and composing letters in different manners. Take into account our recommendations and believe in your success.