mail@crispycontent.de
+49 30 208.989.780
Blog

7 Email Marketing Trends You Should Know

Last updated on 03/10/2020 at 10:48 AM.

An interesting subject, a clear call to action, a click to the shop and then a purchase – in an ideal world, this is how e-commerce email marketing would work. Where this is not the case, the reasons can be manifold. Ultimately, every customer, every product and every service is different – and a number of email marketing trends are designed specifically to cater to this complexity. But as is often the case with e-commerce developments, the majority of online retailers seem determined to sleep straight through.

Email marketing trends

1. RESPONSIVE TEMPLATES

Mailings are like dates: first impressions count – and if you want to get to first, second or third base, you can’t afford to leave a bad one. With this in mind, online retailers must ensure that their emails can be viewed on all end devices – including mobile ones. In online retail, a responsive email template is a must!

2. SUBJECT LINE EMOJIS

Yes, you read it right: it’s worth at least thinking about emojis and reflecting on whether they could be an appropriate way of addressing your target group. For B2C online retailers, the decision should be easy. So long as a retailer has not judged emojis to be counterproductive, those addressing younger target groups should embrace their use of smileys in subject lines to increase their open rates.

3. A/B-TESTING

Analytics are part of any good content marketing cycle. When it comes to landing pages, marketers use apps such as Unbounce or Optimizely to test different variants and thus to determine which variant performs better. Online retailers should proceed in the same way with their emails. In doing so, they can optimise successive versions of their marketing style, their template and the structure of their content – and ultimately, generate more sales.

4. SEGMENTATION

Sending the same email to all contacts? While this approach might seem efficient, online retailers can squander a lot of opportunities by doing so. Organising mailing lists into groups – new customers and repeat customers, or according to sex or age – can unlock enormous potential, allowing contacts can be addressed in a targeted way. Those who proceed strategically in this regard will be rewarded with higher open rates and click through rates.

5. PERSONALISATION

It doesn’t stop with the segmentation of mailing lists. Retailers can also establish a contact database with more detailed information – style of message, date of birth, employer – all of which allows an email to be personalised further, right down to the subject line. If a retailer does this, they can expect higher open rates and click-through rates – assuming, of course, that their emails are personalised in a well-thought-out way.

6. LIFECYCLE MAILINGS

Online retailers can reach an even higher rung on the personalisation ladder by thinking through the recipient’s decision-making process. Future buyers pass through an awareness phase, a consideration phase and a decision phaseThe emails you send should be adjusted for each of these phases. If a customer still has no idea of which product they need, special offers won’t be of much use. Basic descriptions of products and services will capture the attention of customers who are close to making their purchase decision.

7. “FAIR COMPETITION”

Key word: double opt-in. While this isn’t a trend in the true sense of the word, it is a consideration for online retailers to bear in mind at all times. An advertiser cannot send emails without the recipient’s express consent. To ensure that an email contact has signed up to a mailing list themselves, online retailers should set up a “double opt-in” procedure – or have one set up for them.

Interested in learning more about content marketing in e-commerce? Here we are:

 


Speak with the experts – contact us!



Gerrit Grunert Founder & CEO Gerrit Grunert

Gerrit Grunert is the founder and CEO of Crispy Content®. In 2019, he published his book "Methodical Content Marketing" published by Springer Gabler, as well as the series of online courses "Making Content." In his free time, Gerrit is a passionate guitar collector, likes reading books by Stefan Zweig, and listening to music from the day before yesterday.

Crispy Content® Mailing List

100% Crispy Content® and 100% no spam!

Subscribe

More topics you might like

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

The Customer Journey

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the customer journey.

The Conversion Funnel

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the conversion funnel.

Social Media Marketing Decoded mit Michael Stelzner – Part 2

You want to improve your performance on Facebook, Instagram, LinkedIn and TikTok? Discover 6 practical tips from Social Media Examiner Michael Stelzner.

Successful Blogging: 14 Effective Example – Part 2

Blog success factors, blog millionaires and your next steps - all this in the second part of our little series on "Successful Blogging".

Content Marketing: SEO Hacks by Neil Patel – Part 2

You want to improve your ranking in the search engines and get more traffic to your site? Discover 7 practical SEO tips from digital expert Neil Patel.

Successful Blogging: 14 Effective Example – Part 1

We have collected 14 blog examples that have been successful over the last six years. And we have investigated why this is so. Here comes part 1!

Google Featured Snippets: Opportunity or Risk?

Featured snippets ensure zero-click searches, 50.33 percent of all search queries end up on the Google homepage. Is that chance or risk?

Social Media Marketing Decoded with Michael Stelzner – Pt. 1

Looking for ideas for your marketing on Facebook, Instagram, LinkedIn and TikTok? Discover 7 practical tips from Social Media Examiner Michael Stelzner.

Content Marketing: SEO Hacks by Neil Patel - Part 1

You want to improve the search engine ranking of your website? In our series we present the most important SEO tips from digital expert Neil Patel.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.