Future Focus: Q4 Trends in email marketing
Q4 Consumer Trends – Email Marketing
306.4 billion emails sent per day in 2020, an increase of 218 billion on 2019. Email returns £42 for every £1 spent, delivering the highest return on investment of any digital marketing channel.
‘Brand emails’ (those that don’t have a sales message) take centre stage. This is something that has risen in popularity since the start of the pandemic since some businesses, e.g. hotels or restaurants couldn’t sell anything during lockdown but kept sending email as a channel to reinforce their brand. This will continue as a core message on email for longer term brand loyalty gains.
Video in email
Average attention span, particularly in Q4, is short, at around 11 seconds. Placing video in email can capture that attention and is growing in popularity. However, some email clients won’t play video so check who you are sending this to in the first instance.
Location data can be used on email to show the subscriber’s closest physical retail store. This also extends to weather report for location, and cinema times for a location. This is smart data and clever design combined to create an effective email marketing tool that is being used a lot more frequently.
Hit subscribers with a GIF or an animated image straight away and you have a bigger chance of capturing attention, encouraging them to stay on your email to read further down. As with video, fully test that it works on the mail clients you will be sending too. Over half of mail clients will accept more dynamic content.
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