The appearance of most of these trends were predicted in the last year, so it is unlikely that something of the above will surprise you with its novelty. But at the same time, these trends are very important – exact adherence to them will allow to significantly raise the effectiveness of your mailings. So read and make sure that all of the new rules you now take into account in their work.
Short letters
It is no secret that users today don’t like to read long texts. This applies to all content in principle, including mailings. So try to avoid long letters, not paranatisite your posts a huge amount of information, proposals, promises. In the best case, the user in this chaos will notice only some of them, but, most likely, in principle, will not be read. Research 2016 show that the optimal length of the letter is 50-125 words. Such text users accurately read from beginning to end.
Interactive writing
This year, more marketers are inclined to the idea to add to your distribution dynamic elements, to attract more attention. It can be different kinds of animations, gifs, slides, active buttons, allowing the user to make a purchase directly from your mailbox.
According to Econsultancy, to introduce such elements this year are going 66% of the surveyed brands.
Mobilefirst
According to the forecast Statista, the percentage of emails opened on a mobile device, last year was 56%. And this figure in the future will grow. So it makes sense to optimize your mailings for mobile platforms now, if you haven’t already. And to do this efficiently, or to achieve the desired level of sales would be virtually impossible.
Personalization
Each letter must be optimized for a particular user, to create the illusion that you wrote specifically for that person, and not just pressed the button and sent the newsletter to all the contacts in your database. Yes, in fact all that happens, but to convince your client this is not necessary.
Try to build a personalized letter of information about what purchases are made by the user or which products were viewed. Enhance the effect by using special offers (discounts) that will help to complete the conversion.
