3 Trends To Shake Up Your Email Marketing

1

Interactive content captivates.

Building simple interactions into your email can help break up your content and keep your audience captivated. When planning your next email, think about including elements such as simple quizzes, videos, carousels, and add-to-calendar modules. Besides giving your audience a break, you’ll stand out for all the right reasons: Only 23% of marketers say they’ve tried interactive emails, so this could be a huge opportunity.

2

More emphasis on dark mode.

People love using their phones and tablets in dark mode—that darker color palette that seems ready-made for low-light situations or at night. Recent studies show that about 40% of Apple users prefer it for their iOS, and 95% of Android users prefer it across the board.

Some basic best practices for dark mode include:

• Outline white text in black
• Avoid saturated colors when possible (or desaturate them)
• Keep your emails scannable with less content
• Use bold text sparingly

3

Get creative with A/B testing.

A/B testing may not be the coolest new trend, but it can lead to better-performing emails and landing pages. But, surprisingly, fewer than 40% of marketers test their campaigns—missing out on collecting insights and data that can be used to boost performance.

Drill down and try testing elements such as:

• Number of links. Your emails shouldn’t link out to too many sources but try a split test with two links vs. no links to see which performs better.
• Greeting. Believe it or not, something as simple as whether you say, “Hello,” “Hey there,” or “Hi John” can make a huge difference. Test and find out what works best for your company.
• Subject line word order. Since we read left to right, “frontloading” a special offer or personalized text might affect open and click-through rates.
• Plain text vs. HTML. You can also start by testing whether a plain text email performs better than an HTML version.