Trends in email marketing 2021
Posted: Sat Feb 01, 2025 10:39 am
Trends 2021 – What's happening in email marketing
You should take a closer look at these topics
In 2021, email remains one of the most important marketing tools. In German-speaking countries alone, 95 percent of companies used email marketing to reach customers and prospects, according to the 2020 email marketing benchmarks.
Just because it's a technology that has been around for over four decades doesn't mean that nothing is happening. Requirements, technologies, user behavior and design, all of these things are subject to constant change and so there is always something new in email marketing. Some trends may already be familiar to you because they are long-term developments, others are more likely to be subject to the fast-moving zeitgeist. We have summarized what we believe to be the most important trends in email marketing in 2021 for you here.
hyperpersonalization
Example of Hyperpersonalization
To ensure that a company's message is not lost in the large georgia phone number data number of emails that most of us receive every day, minimum standards such as personalization have long been mandatory. But if you really want to stand out from the crowd, you have to do a little more. One option is hyper-personalization. Customers receive newsletters that are tailored to their individual interests and tastes in terms of both content and design. In the best case, the individual approach goes beyond the mailing, with the recipient being redirected from the newsletter to a landing page that is also tailored to them individually and corresponds to their interests.
Hyperpersonalization does not have to be limited to newsletters and the website. There are now cooperation solutions between email and postal service providers (such as AGNITAS and Deutsche Post ) that enable online and print campaigns to be linked, thus supplementing digital channels with programmatic print. Highly personalized and cross-channel campaigns put the customer even more at the center and make it possible to reach people who hardly pay any attention to digital offers through the haptic medium.
In addition to the obligatory salutation and sender, hyper-personalization is particularly suitable for: images, colors, personal text sections or even vouchers and discounts tailored to the recipient.
When implementing hyper-personalization, however, it must be borne in mind that a certain amount of effort is involved, which, depending on the scope, goes beyond the possibilities of automation and may require the use of AI. It remains to be seen whether hyper-personalization will prevail in the long term. Data protection will certainly have a say in this. Not every customer is willing to reveal more data about themselves than necessary. In addition, one-off purchases intended as gifts can consume customer profiles.
You should take a closer look at these topics
In 2021, email remains one of the most important marketing tools. In German-speaking countries alone, 95 percent of companies used email marketing to reach customers and prospects, according to the 2020 email marketing benchmarks.
Just because it's a technology that has been around for over four decades doesn't mean that nothing is happening. Requirements, technologies, user behavior and design, all of these things are subject to constant change and so there is always something new in email marketing. Some trends may already be familiar to you because they are long-term developments, others are more likely to be subject to the fast-moving zeitgeist. We have summarized what we believe to be the most important trends in email marketing in 2021 for you here.
hyperpersonalization
Example of Hyperpersonalization
To ensure that a company's message is not lost in the large georgia phone number data number of emails that most of us receive every day, minimum standards such as personalization have long been mandatory. But if you really want to stand out from the crowd, you have to do a little more. One option is hyper-personalization. Customers receive newsletters that are tailored to their individual interests and tastes in terms of both content and design. In the best case, the individual approach goes beyond the mailing, with the recipient being redirected from the newsletter to a landing page that is also tailored to them individually and corresponds to their interests.
Hyperpersonalization does not have to be limited to newsletters and the website. There are now cooperation solutions between email and postal service providers (such as AGNITAS and Deutsche Post ) that enable online and print campaigns to be linked, thus supplementing digital channels with programmatic print. Highly personalized and cross-channel campaigns put the customer even more at the center and make it possible to reach people who hardly pay any attention to digital offers through the haptic medium.
In addition to the obligatory salutation and sender, hyper-personalization is particularly suitable for: images, colors, personal text sections or even vouchers and discounts tailored to the recipient.
When implementing hyper-personalization, however, it must be borne in mind that a certain amount of effort is involved, which, depending on the scope, goes beyond the possibilities of automation and may require the use of AI. It remains to be seen whether hyper-personalization will prevail in the long term. Data protection will certainly have a say in this. Not every customer is willing to reveal more data about themselves than necessary. In addition, one-off purchases intended as gifts can consume customer profiles.