2016 Email Marketing Trends

Email Marketing2016 is the year which brings fresh challenges to marketers and business owners who want to keep up with trends in the industry and continue to run successful email campaigns.

This year, email marketing will become more focused on the end user by providing a more customer-centric experience. After all isn’t that what we want? Recipients of our emails to receive them at the right time, find our emails informative and interesting and most of all relevant?

Some of my predictions for this year might seem a bit obvious but we should always look carefully at important details that define every trend. Find out what to expect regarding email marketing trends and good practices. This will definitely help you plan your marketing mix for 2016!

18 Tips For Creating A Successful E-Marketing Campaign

  1. Choose the right E-Marketing software for your business. There are a few e-marketing software tools out there both free and paid for but it’s important to get the right one for your business. Mailchimp, Zoho and Sign-up.to are platforms that we use.
  2. It’s important that when you offer an emailed newsletter or promotional offer, that you inform the recipient that the details supplied will not be sold or given to third parties.
  3. When setting up your email campaign you should also include how you received the recipients details i.e. sign up via website, met at an event.
  4. If you have a newsletter sign up option on your website make sure that you are sending them regular emails and they are not being ignored! If you haven’t got a sign up button yet on your website now is the time to get one!
  5. Personalisation is key – make sure the recipient’s name and/or company name are in the copy. I.e. ‘Dear Jo Bloggs’ or ‘We’ve got a great tool for you Jo Bloggs’.
  6. Do not include words like ‘free’ or ‘offer’ within the subject line or content as some spam filters may move your email into the recipients spam folder.
  7. The subject line of your email is very important. Sometimes it is good to have an open question like, ‘How good are your email campaigns?’
  8. Include content that is relevant, newsworthy and rewarding! With the right software this can be video, editorial features, top tips, infographics, images – anything that makes the experience enjoyable and worthwhile. Make sure though that the copy is separated from the images and the image alone is not the introduction to the email.
  9. Try not to be overly formal or corporate but keep professional! Combine your content with friendly and humorous messages to show personality.
  10. Ensure that you have a ‘Call to Action’ on your email and that is easily picked up. This should be at the bottom of your email and should include your phone number, email and website.
  11. Add links to your social media platforms and add an option for the recipient to share your email on their social media pages. This is a great way to keep in touch your customers or potential customers via another marketing method.
  12. Test, test and test the email before sending. Make sure links are linking to the right place, your email is formatted correctly across different email platforms i.e Outlook, Gmail etc… and also on different devices i.e. Desktop, Mobile, Ipad etc… Ask a colleague or friend to review the email for you.
  13. Take advantage of Split A/B Testing – A/B Testing Campaigns allow you to test different versions of a single campaign to see how small changes can have a big impact on your results. Choose what you want to test, like the subject line or content, and compare results to find out what works and what doesn’t.
  14. Send your email in both HTML and Plain Text formats to ensure your emails are being picked up as some devices will not pick up HTML.
  15. Do not bombard your contacts with daily or weekly emails. Stick to monthly emails as too many emails in their inbox may provoke them to unsubscribe.
  16. Think about the best time of day to send your email campaigns. When will your customers be more likely to open it? First thing in the morning? Lunchtime? Do you have international customers who’s working hours are different to yours?
  17. Monitor and assess each campaign for its open rate, bounce rate, click through rate, referral rate and unsubscribe rate. It’s worth taking the time to fine tune your campaigns so you know they are what your audience wants.
  18. Ensure those who have unsubscribed have been removed from your internal contact lists.

Email Marketing


If you’re looking for help with your email campaigns please contact us.