We all know this reality – our consumers’ inboxes are bombarded daily with countless emails from brands, all with flashy content promoting the latest sales and promotions. As marketers, it is becoming increasingly difficult to create content that is unique and sticky. How can you ensure your content stands out from the rest?
Over the past few weeks, I’ve worked on quite a few email campaigns for my clients. Here are a few major email trends I’ve noticed while doing my research – and I believe these are the trends that will continue well into 2014.
The developer at my work has educated me on the history of Gifs – apparently, they have been around for a long long time. I started noticing them as funny memes but lately, they’ve been popping up in a lot of the retail emails that I subscribe to. Retailers like Anthropologie and Sephora (yes, for the girl in me) regularly uses animated gifs to add movement to their emails to draw attention. Other media such as links to videos are also a popular way for brands to deliver messages in different ways.
Made for Mobile
Like many others, I am increasing relying on my mobile device as my primary way of checking emails. I noticed with the latest Gmail for Android update that all my emails are now fit to width on my device – makes it so much more convenient to see emails as a whole without scrolling or zooming out. Seeing as 48% of all emails are opened on a mobile device, emails should be properly designed and optimized for mobile viewing. Since not all email clients will offer this capability just yet, maybe response email design is the way to go? If not, 500 – 600 pixels is still what I’m seeing as the best practice for email width.
Targeted emails send to segmented list has always been key – but now, it is more important than ever! I feel like this offers another level of personalization that will compel the consumer to open your email. I find that emails sent based on website activity has achieved higher open rates.
It’s been quite a few months now since Gmail rolled out its tabbed inbox system. The Primary, Social, and Promotions tabs are working the way they should. Even though open rates have been affected, Gmail users generally, have been quite receptive to the change and are less frustrated with their inboxes. Perhaps the other email clients will follow Gmail’s lead!