We all know by now how important email marketing is to the overall success of your marketing campaign—which is not surprising considering how highly customizable and measurable it is. It’s also a great way to support your digital channels and initiatives. So, what can you expect to be landing in your inbox in 2021?

A shift in messaging

According to the State of Email Report by Litmus, 53% of marketers increased their focus on thought leadership content in 2020. LinkedIn also reported that 47% of marketers have increased their focus on human-centric and emotional content. We expect this trend to continue into 2021 as we continue to reinvent how we connect with our audiences.

An increase in volume

We’re seeing more frequent communications from most brands/organizations. To ensure your subscribers welcome your increased presence in their inbox, it’s important to be sure your communications are consistent, value based and aim to create customer loyalty.

More personalized content

For the best results, more emails should mean more personalized content. Addressing a subscriber by name is always a great first step. But moving forward, we will see more heavily personalized campaigns that target customers by status (loyalty programs), past interactions and/or purchases and geolocation.

We are seeing more simplified, subtle email designs landing in our inboxes. With increased send volumes comes a need for clean, concise visuals. We expect to see a shift away from large, design-heavy animations but still feel a small, impactful animation has earned a place in this minimalist trend.

Evolving design trends

We also expect to see more companies focus on celebrating diversity and inclusion with visuals that support their values. In line with more personalized, human-centric content, this trend recognizes that brand perceptions are shaped by our audience’s personal experiences.

Also be on the lookout for the use of 3D imagery, abstract shapes, mixed visual styles and design elements from past and future eras.

Dark Mode

You may have recently noticed a darker color palette on the interface of your device. This is called Dark Mode and is an accessibility setting that minimizes blue light and enhances readability to reduce eye strain.

The challenge is that it can also shift the background and font colors of an email to light on dark. While this can drastically affect the look and feel of a design, some tactics to minimize design disruption include optimizing images with transparent or outlined backgrounds and of course testing before you send!

Want to know more about a particular email marketing trend? Let us know!

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