Latest Trends in E-Mail Marketing

The Latest Tips & Best Practices from Our Experts


Many of the Latest Trends in E-Mail Marketing May Surprise You

E-Mail marketing is one of the fastest-growing and most profitable tactics we employ in campaigns for our clients.  But it’s a fast-changing space.

Our Local Marketing Blog tackles the latest trends in e-mail marketing and we share some of our best practices, along with tips from our experts.

Trend #1:  More Mobile Readership

According to IBM, nearly half of all e-mail last year was opened on a mobile device.  In fact, 2022 will likely be the first year where over half of all e-mail gets opened on smartphones and tablets.

TIP:  We’re now applying a “mobile first” strategy when writing e-mails.  Make sure you design your e-mail to be completely readable (or at least the “above the fold” section) on a mobile device without scrolling.

Trend #2:  More Personalization

According to Econsultancy, 74% of marketers say targeted personalization increases e-mail engagement.  And this is a latest trend in e-mail marketing you can really jump on to improve your e-mails.

Because most e-mail platforms now offer you a lot of ways to improve personalization.  You should take advantage of these when it makes sense.  With careful use, you can increase response rates up to 26%!

TIP:  Use personalization conversationally.  In other words, don’t use it more or less than you would if you were speaking to that same person.

Trend #3:  Good Marketing Automation Makes Sense

Marketing Automation is one of the best ways to grow your business and make your sales and marketing efforts more effective.

By harnessing the power of automated e-mails, you can convert more customers in 3 key ways:

    1. Create more touch points with prospects;
    2. Re-activate dormant customers;
    3. Find new prospects more quickly.

Here are some tips from our experts:

TIP:  Use marketing automation and e-mail to move prospects further in the sales process, such as setting appointments, requesting estimates, or even returning them to shopping carts.

TIP:  Use e-mail drip campaigns to communicate with dormant customers, or customers who should be re-ordering by now.

TIP:  An outbound e-mail strategy can find more prospects and initiate communication via e-mail, and then drop responders into your marketing automation for further touch points.

Trend #4:  Headline Testing

According to Business2Community, 47% of people open e-mail based solely on the headlines.  So the importance of a thoughtful, motivational headline becomes clear.

We have started testing all of our headlines, and we frequently A/B test headlines until we settle on the best performers.

TIP:  Test your headlines.  Look for free tools, or invest in one if you’re doing a ton of e-mail.

Trend #5:  The Second Open

Because over half of all e-mails are opened on a mobile device, a growing phenomenon called “second open” is factoring into a lot of response and conversion rates.

About 23% of the time, after someone has opened an e-mail on a phone that same e-mail message gets opened later on a desktop.  When this happens, click-thru rate (CTR) increases by an average of 65%!

TIP:  Watch your e-mail statistics for the rate of second opens.  When this happens, place these prospects in a high-priority targeting audience for additional follow-up.  You can also place them into a more aggressive drip campaign to increase success.  If your business typically uses offers or discounts, that’s the time to make your best offer.

Getting the Most from E-Mail Marketing

If you feel like you’re not getting the most from your e-mail strategy, we can help.  Let us know you’d like to talk about e-mail and we’ll schedule a free initial consultation with you to talk possibilities.


Previous articleMarketing Formula 101: Tracking Results
Next articleThe Case for Better Content Marketing
After 3 decades as a professional marketer, serial entrepreneur and business consultant Steven Ludwig shares his best practices for small business marketing for owners, managers, and marketers with limited time, money, and expertise. Steven started his professional marketing career in broadcasting in the early ‘90s in Chicago after attending Valparaiso University. After a brief stint at an advertising agency specializing in entertainment and sports marketing where he worked with radio and television stations, movie theatre companies, record labels, musicians, and professional sports teams, he moved to Nashville to form The Marketing Group with his long-time business partner, Jim Wood. Having worked with some of the largest brands in the world, in 2010 he returned to local marketing primarily out of an interest and excitement for working with small business owners to build stronger companies. That desire comes out of early days in radio, where he worked closely with everything from car dealerships to restaurants, insurance and real estate agents, banks, home services companies, and specialty retailers of all kinds. Over the past decade, he has been on the bleeding edge of digital marketing technology, constantly seeking to understand complex strategies employed by giant corporations and then translate those capabilities into tactics small businesses can execute at a local level. Today, in addition to other business ventures with his wife and other long-time business partners, he still lives outside Nashville in Franklin, Tennessee and currently serves as Executive Chairman of EmpowerLocal, a digital marketing company building a nationwide network of digital, hyperlocal news and lifestyle publishers to provide efficient advertising opportunities for local, regional, and national brands.


Please enter your comment!
Please enter your name here