email marketing trend for 2021

Email Marketing Trends For 2021

Email Marketing Trends: 3 Developments That Will Take You Forward:

A new year with new challenges and one thing remains for sure: Email marketing trends for 2021 and direct communication are more relevant than ever! But how do you position yourself in a steadily expanding market that seems to offer endless possibilities? And most importantly, what did we learn from last year to take our email marketing to the next level? We looked at the developments of the last few months and recognized the following trends:

1. Crisis communication and transparency

The past year caused a lot of communication needs due to the corona pandemic in many areas, be it social or political, also for companies and service providers who suffered from it or even benefited from it. Direct communication with the end customer or business partners via e-mail marketing is the best way, if necessary even on a daily basis to respond to events, to draw attention and to be transparent.

Where previously the optimistic route was often chosen, entrepreneurs were now forced to provide information due to external influences on, for example, delivery bottlenecks, production delays or hygiene measures in the company.

But that is all the more popular with newsletter subscribers! Open communication and transparency will therefore also play a major role this year and promote the dialogue between providers and customers. So you shouldn’t hesitate to speak to your customers on a personal level and explain possible circumstances. This promotes customer loyalty in the long term and strengthens trust in the company!

2. Automation as an aid

Automation in e-mail marketing is actually nothing new – but only with the difficulties and the forced greater digitization of the last few months do users seem to come across more and more of the possibilities that automation brings with it. 

Through automation, entrepreneurs can provide the most relevant content for their customers at the most appropriate time.

  • For example, through so-called trigger mailings, which are triggered by an action by the recipient and then trigger a sequence. This can be the first registration, the purchase of a product or a booking made. Such automation processes are incredibly helpful, especially in the context of digital processing and the increased swiveling to digital booking offers, including by retailers and service providers.
  • In addition, lifecycle mailings at specified times, such as a customer’s birthday , enable personal ties to be maintained even without direct contact on site, such as in a shop or during a consultation. Since this option can be adapted to a wide variety of requirements, industries and user groups, it makes communication and work much easier and will certainly play an important role in the increased data exchange in the coming year. 


3. Sell with empathy 

Of course, due to the circumstances from last year, it will be important for many companies in the coming months to keep sales stable and to make good use of their sales channels. However, the crisis communication already mentioned is also accompanied by another trend that aims, on a similar level, to retain customers in the long term .

Emphatic mailings with understanding and helpful information, offers and services in line with the current situation not only show that the company can handle a problem transparently, but it also relieves the recipient’s expectations.

Entrepreneurs should communicate understandingly and emphatically with their customers in email marketing also in the coming months . In particular, aspects that influence the general mood in society , such as extended lockdowns, curfews or short-time work, should not necessarily be the topic of the newsletter content, but the circumstances under which a new campaign is set up should be taken into account in order not to be negative for the recipients. 

One-Time Offers In Email Marketing Trends For 2021:

One-time offers are great because they work with a small email list. The idea: You send two to four emails to your email list over a short period of time. In these emails you are promoting a single offer or product.

I last made such a one-time offer in July.. Within three or four days, I made a turnover of 2,970 euros – and that with just a few emails. I did not advertise the offer anywhere; the sales came only from my email list.

Writing good sales emails does indeed take a bit of practice. When I think back to my very first attempts, oh man;) But believe me: you can learn that. Fortunately, it’s like riding a bike: once you can do it, you won’t forget it.


Conclusion:Email Marketing Trends For 2021

Studies recently confirmed once again that email marketing is still the strongest online marketing option with 95.4 percent of users from over 5000 top companies in the DACH region. So email is still the most sales-efficient communication tool for profitable direct marketing. Most recently, the return on investment (ROI) even increased slightly to 42: 1. In terms of the cost-benefit factor, direct communication and personal approach, as well as ROI, e-mail continues to be ranked as a front runner, which should not be underestimated in the coming year.


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