Although many might not consider email marketing trendy, those that pay close attention know that user centric email design is the best way to increase engagement. Moreover, there is an combination of past, present and future best practices. All of which are pressuring email marketers to adapt.
For this reason, marketing teams must maintain a keen eye on what trends are passé, fleeting or here to stay.
The current market is cluttered with emerging trends and clouded by outdated and exploratory best practices
Notably, one constant truth stands out as a guiding light for marketing teams. Consumers want content when, where, and how they want it. With this in mind, the best way to ensure that you are reaching your audience is to focus on creating user centric email designs. Emails that not only engage but intrigue your audience.
As a team that is dedicated to breaking the boundaries of digital marketing capabilities, it is our goal to stay ahead of the trends. But, helping to shape and mold the industry best practices is not enough. To that end, it is our mission to educated the market. So today, we will highlight 5 trends that are changing the user centric email game. All of which, will ensure your email marketing efforts are the picture perfect example of user centric email design.
How are industry trends and pressures influencing email marketers today?
Technology is at the root of all current trends we are seeing in email marketing today. In fact, these trends serve as a catalyst for the evolution of technology. Which have a direct impact on the constant connection we all have because of it.
For this reason, marketing teams everywhere are looking for new ways to increase engagement rates. Fighting against the vast sea of emails that hit our inboxes daily. In addition, marketers are also striving to make their emails more easily accessible and understandable to all readers.
As we begin a new decade, we are seeing marketing trends shift sharply towards fully optimized user centric email design. Making emails more accessible and more interactive to increase engagement is more important than ever before.
Namely comprised of simplified elements infused with user-generated and hyper-personalized content. And of course, fully compliant with new emerging email regulations. This new generation of user centric email design is changing the marketing game as we know it.
And all of these trends are a vital part of this evolution. Ensuring that users around the world can be better connected. Creating a personalized journey experience that guides them from prospect to client.
Here are 5 Trends you Must implement to Optimize Your User Centric Email Strategy
Accessibility
Create foolproof emails that can provide a universal, positive user experience.
Email for Everyone
Accessibility in terms of email marketing has become a popular topic. Especially as smart devices have become more commonplace. Primarily, accessibility refers to the practices of designing your email content for universal comprehension. Meaning everyone, especially those with disabilities, can easily access understand and interact with your emails. In other words, assistive devices for those that are impaired need to be able to navigate and relay your email content. In fact, doing so will increase accessibility for nearly 1 billion people living with disabilities. But implementing email accessibility best practices is not exclusively done for disabled users.
In reality, optimized accessibility is beneficial for all users.
Mainly because it means developing content that is readable, logical, concise and usable for everyone. The basis for all user centric content.As a result, employing these best practices will increase your open and engagement rates substantially.
Best Practices for Accessibility
- Use descriptive subject lines
- Create and maintain logical structure
- Use shorter sentences for scanability
- Limit jargon and complex words
- Utilize a strong visual hierarchy
- Use proper alt text for all images
- Include a plain text version of the email copy
- Optimize HTMAL with real text
- Add hover effects to indicate clickability
- Add role=”presentation” to you
Maria Sinopoli Marketing Communications 