Email Marketing Trends That Are Not Going Away

So, you want to brush up on your brand’s email marketing strategy? Of course––high traffic, heavy engagement and click-through rates are vital checkmarks for any successful business. Fortunately, you’ve come to the right place. We’ve got some tips and tools on offer, along with some examples of where you can get started. Here are some tried and tested email marketing trends that are here to stay.

Mobile optimization

To put things simply: everybody is on a mobile phone. EVERYONE. And for those who aren’t? You’re not going to want to waste time and resources trying to appeal to them. They have made their choice, and they can live with it. That leaves everybody else––no small number. In fact, by 2022, there are estimated to be 7.26 billion mobile users around the world. That’s a little less than the entire current global population (try to figure that out). A lot of people are online and on the go. And when they are going, a lot of them are checking their emails. This presents one of the most important opportunities for businesses to engage with their customers. And yet, most email campaigns are not optimized for mobile readers.

According to studies, nearly 80% of mobile users have made a purchase online using their device. If you want to increase traffic while delivering your brand message effectively, you MUST make mobile optimization a priority during your next email campaign. This does not involve draining your resources or dollars from your company budgets. On the contrary, your existing campaigns likely need only a few minor tweaks. Well-optimized emails are clean, concise and to the point. They fit the smaller screen without overwhelming users by incorporating heavy graphics or bad UX/UI. If you want to increase the click-through rates, without sacrificing brand identity, try to keep things to the point.

Who’s doing good work on good mobile optimization?

There are many great examples of brands that use effective mobile optimization in their email campaigns. Some consistently great ones include FilmSupplyRalphLauren, and Glossier.


Dark mode-designed content

This one goes hand in hand with mobile optimization but is strong enough of a trend to deserve its own spot. By now, you know the figures around how many people are using their phones to make purchases. But what marketers may not be considering is where and why these people are using their phones.

There are many reasons why mobile users might choose to switch their phones over to dark mode. To conserve energy, to ease eye strain, to maintain a Gothic aesthetic. Or because they are scrolling through emails in bed next to a sleeping partner. The possibilities are endless. That’s why it’s best NOT to forget about them. Dark mode mobile use is a growing trend for all the above reasons. Brands should be adapting to keep up with competitors. – Read more

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