Just like any other SEO sub-field, email marketing trends and techniques are constantly changing, shifting with consumer needs, algorithmic requirements and other aspects. By learning how to read the signs you can anticipate these changes before they happen, and hence be able to stay on top of your game for the long haul.
The following are four trends that will become more popular in succeeding months, and right into the New Year:
- Light-boxes to increase email opt-ins
In the past, light-box pop-ups and interstitials have been used to draw audience attention to email opt-in options. These have also been considered a nuisance and interruption to the visitor, but they have shown 5-10 times greater efficacy in increasing opt-ins compared to the conventional opt-in box in the pane or footer.
Light-boxes provide a way to gently guide consumers to the option of signing up for your emails, just like calls to action are used.
There are two ways the light box can be set up: as an exit overlay when the reader is transitioning back to the browser, or as an automated trigger according to the depth of scroll or the time spent on a page. However, timing must be done carefully to ensure minimal interruption to the user’s experience.
- Mobile access
The mobile trend has permeated to virtually every aspect of technology and the Internet. Today, approximately two-thirds of all emails are accessed through mobile devices. With bigger screen sizes and more advanced apps, users can access their messages on-the-go, and do everything just like they would on desktop.
With this mind, ensure that your emails have been optimized for all mobile devices and screen sizes, including font size, image size and resolution, responsiveness as well as placement of CTAs. Remember that mobile users are first interested in getting information easier and faster. Keep your emails simple, specific and light on text. Ensure non-text content is optimized to load quickly.
- Growth of personalization
There’s too much information fighting for users’ attention, hence consumers will only focus on information that shows value to them. Personalization has been the subject of many discussions, but one thing is certain: make your emails as personally relatable and relevant to the recipient as possible.
This is done through implicit and explicit personalization. A sound email marketing strategy involves implicit personalization through audience targeting e.g. by age group as well as explicit personalization through automation based on the business’s current consumer list. For instance, if a customer buys a product, you can set automated emails to find out how they’re enjoying the product, as well as any related products that may enhance their enjoyment.
Author Bio: Lalit Sharma is an SEO consultant who runs a SEO house called Ranking By SEO. He is specialized in link building and other SEO related activities. You can also find him on Twitter, Google+ and his personal blog.