In 2020, businesses observed an enormous surge in email marketing usage as the volume of senders skyrocketed.
According to research from Statista, in 2019, there were 3.9 billion global email users, and that number is anticipated to increase to 4.3 billion by 2023.
Here are the top 5 predictions for email marketing in 2021:
With email continuing its function as the most committed digital marketing channel, particularly amid a pandemic, list sizes have risen considerably.
Year-over-year email volumes worldwide are now higher, and the numbers continue trending upward. This ongoing increase in email volume will make it more arduous to get into people’s inboxes and more challenging to get people to engage with the messages they receive in 2021.
Options to Open Rate Tracking
The open-rate key performance indicators (KPI) are becoming more inaccurate. This could be because of the increased image caching, particularly on smartphones and bot-driven signups. Furthermore, this leads to artificially raised open rates. Legal concerns may also indicate a transformation from open rate tracking.
In 2021, it is predicted that more than open rates, senders will concentrate on KPIs such as the amount of time people spend reading and engaging with emails.
Rising Email Fraud
The previous year, Gmail said that it blocked about 18 million malware and phishing emails daily and more than 240 million spam emails every day. All of the emails were using COVID 19 as a lure. These types of attacks continue to rise and evolve. For example, bad leads will frequently emulate a trusted website like the World Health Organization (WHO) by using a bogus subdomain like who.int.
It is forecasted that legal marketers will take extra measures to secure their brands, their sender names, and their consumers from fraud in the coming year. This will be done by performing a Domain-based Message Authentication, Reporting, and Conformance (DMARC) method. The DMARC standard is created to provide domain owners authority over who sends emails on their domains and subdomains.
More Intent-based Marketing
The year 2020 made most brands realize that they needed to interact with their customers with immense empathy. Therefore, this year, numerous businesses will engage with their consumers more effectively. Signup profiles are one of the efficient ways in which companies can view senders segmenting their lists efficiently, in this example, based on a subscriber’s purpose.
This kind of intent-based marketing has the potential to aid senders to improve engagement and conversions, also to lessen complaints and unsubscribes.
It is predicted that more senders will be adopting Accelerated Mobile Pages (AMP) to send out an email in 2021 to produce intense, pleasant experiences within the inbox. Including AMP for email, customers don’t need to click a link, and then wait for a web page to open.
Also, businesses will see greater utilization of artificial intelligence (AI) for the subject line and headline optimization and augmented reality (AR) to induce more of an in-store, ‘try it on’ experience inside the inbox.
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