7 Email Marketing Trends To Convert Customers in 2021 | LimeLight Marketing

7 Email Marketing Trends To Convert Customers in 2021

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Email marketing trends in 2021 will be driven by the need for personalization and hyper-focused messaging. This has always been an effective way at engaging email subscribers, who are much more likely to be converted into paying customers if your message is tailor-made to their wants and needs. 

However, in a digital landscape that’s growing more competitive by the day, your email marketing tools need to be sharpened and put to use now more than ever. 

While subscribers are usually those who have already expressed interest in your brand or product, you still need to ensure that you have the right elements in place to retain these subscribers and convert them into customers. It’s all about choosing the right messaging and the right package for your email. Continue reading for a few high-converting email marketing trends we can expect to see in 2021.


1. Hyper-Personalization

In response to the COVID-19 pandemic and the necessary global lockdowns, the online world is booming more so than ever before. While this is good news for consumers and influencers, it’s making it much harder for companies and small businesses to cut through the digital noise. 

Your existing email marketing tactics may not work so well anymore: in these times, people want to feel connected and valued, and establishing a one-to-one relationship via emails that are hyper-personalized to each individual subscriber is one way to do this. 

Hyper-personalization of emails just means that each email is customized to the desires, needs, and personality of every end-user. Using data on the preferences and online behavior of your subscribers, such as their buying history or saved items, you can flesh out your emails with tailor-made offers or discounts, and content that you know will pique your leads’ individual interests. 

By offering information that is relevant and aligned to their needs, subscribers are more likely to engage with your emails and convert into paying customers.


2. Empathy and Human-Centricity

We touched on it earlier, but genuine human connection is now more important than ever as we face the uncertainties and insecurities that the pandemic has caused. Put simply, consumers don’t want to talk to a robotic AI or a business that comes across as unempathetic. Instead, you should approach your subscribers with genuine empathy in order to establish meaningful relationships that build trust and loyalty. 

Whatever goods or services you’re offering, marketing them with a human-centric touch will make your offer more sincere and, in turn, more appealing. Drop the robotic sales pitches and over-promotions, and swap these out for a message that is driven by emotion and helps emphasize the importance of human connection.  

A great example is car sales: instead of prioritizing the engine efficiency, power, speed, and other features of a car, you may find it more effective to include a message about how the car facilitates adventure or allows families to experience quality traveling time together. 

This human-centric messaging is relatable and attractive. Incorporating empathetic language and imagery in your email marketing messages ultimately humanizes you to your audience: you will come across as more approachable, less sales-driven, and more invested in the happiness of your leads. 


3. Taking Interactivity to the Max

Traditional emails contain static content or content that can only be accessed on another web page. For instance, most email surveys simply redirect the recipient to a survey form page, which may discourage users from interacting with your email. Unfortunately, this means a loss of potential customers.

Interactive emails are the new way to go: they’re more engaging, allowing subscribers to conveniently interact with your content without being redirected to another page. 

This email marketing trend will be particularly useful for video marketing content; by embedding a video within the email itself, more people will be encouraged to watch it because it reduces the amount of effort on their part. In fact, according to one study, the click rate for emails with embedded videos is 300% higher than for emails that don’t use any video content.

Another type of interactive content you can include in your marketing email is a product catalog. Online users are more likely to make a purchase if they can click on the product and proceed to checkout without being redirected away from their inbox. This is a hassle-free shopping experience that expedites the whole process, thus reducing the number of distractions that could otherwise deter someone from purchase. 


4. Simplicity of Design

We all know the phrase “less is more”, and this also counts for email design. Cramming your emails with animated graphics, emojis, and banner ads can come across as spammy, insincere, and sometimes may even just be a bit garish to look at! Opting for a simple but well-written message, with an easy color palette and sleek layout, is often far more effective at getting your audience’s attention and demonstrating the value of your product. 

Simplicity means fewer distractions. Instead, this email marketing trend focuses more on the essence of your message, rather than how showy it is. Your email subscribers will be able to focus more on uncomplicated email templates, and using sincere, simple language in your message will also humanize your business and help your email hit home more.

This also applies to the amount of content in your emails. Focusing on one core message, maybe two, will help you really get through to your audience.


5. Stronger Security Features

Phishing is a type of internet scam that imitates legitimate emails or websites in order to lure potential victims to provide their passwords, bank account details or credit card details. The word “phishing” is actually a portmanteau of “fishing,” but in this case, the perpetrators are fishing for sensitive information.

Gmail has recently announced its pilot feature of supporting Brand Indicators for Message Identification, or BIMI for short. This feature allows email recipients to identify the sender of the email, thus preventing phishing. Companies can earn the trust of customers with BIMI, or other security features that help to legitimize their emails. 


6. Bright Colors

Based on a survey by Kissmetrics, about 93% of consumers say that color is an important factor in their decision to purchase. What’s more, approximately 85% of shoppers admit that color is a primary consideration for buying a specific product or brand.

Having simple, text-only email content is appropriate for many types of messages, but that’s not to say you can’t make things more appealing with a bit of color! The use of color has many impacts on email marketing: a bright color palette can make your message seem more upbeat, welcoming, and appealing, particularly if you’re targeting younger generations. 

If you’re going for a more sophisticated look or targeting older audiences, you might want to consider muted colors or pastels to compliment your message. The point is to use color in a way that aligns with your brand’s tone, personality, and style so that everything looks cohesive and attractive. 


7. Automation

Although it’s important to personalize your ecommerce marketing based on customer behavior and preferences, email automation can help in sending many types of messages, even personalized ones. Here are some types of emails that you can automate:

  • Welcome emails: We all know that getting off on the right foot with people in the real world is important, and it’s exactly the same with email marketing. Every new client or customer should feel welcome when they join your mailing list. One easy way to do this is to automate welcome emails that either provide instructions on how to get started, or just give a friendly welcome in general. It helps to break the ice and also establishes you as a warm, approachable brand.
  • Transaction completion email: Customers want to have peace of mind and know that their transactions are completed. You can automate receipts and transaction notifications through emails. By doing this, customers won’t be left hanging, wondering whether their purchase order went through or not. You can also use these types of emails for cross- and up-selling.
  • Anniversary or birthday emails: Using the data collected from subscriber form fields on your website, you should be able to know when your customers’ birthdays are. Now, this may sound a little creepy, but trust us when we say that this is valuable information! With it, you’ll be able to automate ‘Happy Birthday!’ emails to individual subscribers, maybe giving them a discount or exclusive promo, which will make them feel special whilst also humanizing your business and showing that you care about your customers.
  • Website or business activity updates: Most customers subscribe to email listings because they want to be updated about your offers, as well as other opportunities. Automated emails can update your customers with your latest offers and new products, ensuring that they never fall out of the loop. 


Whether or not you follow the email marketing trends and predictions for 2021, the most important thing is that you adapt to the dynamics of the market. The era of cold email marketing has long passed: you must be responsive to the needs and wants of your target audience, and engage with them in an empathic and personal way. 

Want to find out how to take advantage of this year’s email marketing trends? Let’s talk.

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