Email trends you should try: 6 handy tips 

Email marketing is hot again, partly thanks to the corona pandemic. Companies made more intensive use of email to stay in touch with their customers during lockdowns. But email marketing has evolved enormously over the past few years. These are 6 email trends that you should definitely try.

1. Personalisation beyond first name

Personalisation in email marketing goes much further than "Dear [first name]". Today you can personalise based on behaviour, purchase history, location, preferences and phase in the customer journey. This makes your emails far more relevant — and therefore more effective.

Tip: Use dynamic content blocks that change based on who opens the email. A loyal customer sees different content than a new subscriber.

2. Interactive emails

Emails no longer have to be passive. With interactive elements such as surveys, quizzes, countdown timers and carousels you make your email more engaging. Recipients can take action directly in the email without having to go to a website.

Interactive emails generate higher click-through rates and keep people engaged longer.

3. Automation and triggered emails

Automated email sequences based on triggers are incredibly powerful. Think of:

• A welcome series for new subscribers
• Abandoned cart emails
• Re-engagement campaigns for inactive subscribers
• Birthday emails

These emails are relevant, timely and require minimal manual effort once set up.

4. Mobile-first design

More than 60% of emails are opened on mobile devices. Yet many emails are still designed for desktop. Make sure your emails are mobile-friendly: short subject lines, clear buttons, readable fonts and a single-column layout.

Test your emails on different devices and email clients before sending.

5. Plain text emails

Counterintuitively, plain text emails often perform better than beautifully designed HTML emails. They feel more personal and authentic — like a message from a friend rather than a brand.

Try sending a plain text email for certain campaigns and compare the open and click rates.

6. Privacy and permission

With stricter privacy regulations (GDPR) and the end of third-party cookies, email marketing is becoming increasingly important. After all, your email list is a first-party data source — you own it. Make sure you have explicit permission from your subscribers and handle their data carefully.

Conclusion

Email marketing is far from dead. On the contrary: with the right approach and these 6 trends, email is one of the most effective channels in your marketing mix. Start experimenting and see what works for your audience.

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