Email marketing

7 Email Marketing Trends and Tools to Stand Out in Your Customers’ Inboxes

  • Email marketing has shown to be an effective tool, with an average return of $37.96 for every dollar spent.
  • Trends like generative AI can personalize email messages and strategies like audience segmentation narrow down your target audience.
  • You can also leverage machine learning to identify outreach times, offer interactive emails, and loyalty programs to engage customers.

As customer attention becomes increasingly divided by different screens and multiple channels, reaching the best target audience for your product can be challenging. Not all channels deliver the best return on investment, and tracking who your campaign is reaching can be difficult.

Despite the changing landscape, email marketing has shown to be an effective way to reach consumers. According to the Data & Marketing Association, for every $1 you spend on email marketing, you can expect an average return of $37.96 (€35.41). New tools and tactics can enhance that ROI, making it an effective tool for your business.

So, if you need to level up your marketing, here are some trends to tap into:

1. Harness the power of generative AI for personalization

OpenAI’s chatbot, ChatGPT, is getting a lot of press, and for good reason.

OpenAI’s programs have the potential to be immensely helpful for users in crafting various email styles, such as blog posts and welcome messages, thus simplifying the process and saving valuable time. Although not entirely foolproof, these programs can significantly streamline the composition process. Additionally, Mailchimp’s GPT-3 can quickly generate subject lines for emails, while OpenAI’s DALL-E can add a personal touch to your marketing visuals, enhancing your campaigns.

2. Crack the code to your customer’s interests by using machine learning

Understanding your customers’ interests is crucial to sending the right message. Machine learning tools can analyze their past purchases, downloads, and email interactions, to help you personalize your message and stand out in a sea of ​​mass emails.

3. Send out emails automatically to save you time and maximize revenue

According to Mailchimp, users saw up to 127% increase in click rates compared to bulk emails with automated emails built in Customer Journey Builder*. After using machine learning to segment your audience and determine optimal outreach times, automation takes over and does the emailing for you.

4. Make your messages fun through interactive design elements and animations

Engaging with customers is essential, and your marketing email should make it fun and easy for people to do so. Including interactive elements like polls, carousels, surveys, gifs, and sliders in your messages can increase engagement. Make sure it’s mobile-friendly and visually appealing by trying dark mode or light mode options and animations. The more you can entice viewers to click, the better.

5. Captivate your audiences with engaging video content that showcases your brand’s personality and products

Video content is an engaging medium to catch viewers’ attention and can help generate new leads in emails. The best and most effective time to use it could be when announcing a new product, sharing fun content, or giving customers a glimpse of your company culture. It’s an enjoyable alternative to long text and helps break up the monotony. Mailchimp provides useful templates and tips to help you create compelling video content that can add excitement to your next email.

6. Get creative with rewards programs and incentives

What loyal customer doesn’t enjoy the occasional reward or exclusive discount? With a loyalty program, you can not only incentivize more sign-ups but also gather valuable first-party data on shopping habits. Get creative by having customers unlock rewards through QR codes, community sign-ups, or reaching purchase quotas. Their opt-ins can provide access to additional data on their interests, which is crucial in the game of marketing.

7. Establish stronger customer relationships with audience segmentation for more accurate marketing insights

Creating effective marketing messages can be a daunting task, as customers consume information across a range of channels and stages of their buying journey. Audience segmentation can help narrow down the focus by identifying specific subgroups that you can target with customized messaging. By utilizing audience segmentation, you can help identify target audiences based on demographics such as geographic location, gender identity, behavior, and more, and deliver messages that resonate with them.

This approach can help you address your customers’ unique needs, build stronger relationships, and attract new leads. Mailchimp offers valuable insights and tips for implementing segmentation strategies and making the most of customer data.

Learn more about leveling up your marketing with Mailchimp.

*Availability of features and functionality varies by plan type. Customer Journey Builder only available on paid plans. Features and functionality of CJB vary by plan.

This post was created by Insider Studios with Mailchimp.

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