what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing?
it's not going to be recorded so you need to pay attention thank you for coming it was a joke it's going to be recorded and also if i'm going a little too fast don't worry about that because then you'll be able to later see the presentation in the recording at your own pace last year beta lite had growth of 50 of our client space and also the revenue growth was about 50 in 2020 but not only our growth the email sent out they also went up 56 so today i'd like to talk about some of the trends we're seeing uh within our company within our cl with our clients and share some stats some ideas that you might use in your company the first trend is that email is still the most effective online marketing tool
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 1
it's not an email trend per se but a general email a general marketing trend so some more stats for you last year and this year also has growth but i just wanted to use last year because we have a whole year we can work with we had we had months where our clients their subscriber subscriber lists grew up to 32 every month they grow but there were months where there were what the growth was 32 percent they built there were months where they built 66 percent more landing pages 74 more pop-ups 400 percent more orders they had 40 400 more orders and the highest numbers were in the month of november now how does this apply what can you do with this well the simplest steps of course for for for beginners in your email marketing is you need to have a signup form in the header in your navigation bar or in your hero section here or if you don't have that because for some other reason you have other things that are more important for your business in these places at least have them in at least have it in the footer because as we see people are craving using to use newsletters more and more they're using it as a sort of newspaper and a newspaper that they can control within their inbox and some of the things i'll be talking about are very simple but uh there are very known companies that i sometimes visit and i can't find the newsletter subscription form that's why
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 2
i'm talking about it so this will presentation will be good for you beginners and also for you advanced users will be a good refresher and also i'll share with you some things that you probably didn't even think about during this whole presentation another another thing another way to use your subscriber forms is to use them in social media and of course you can just link them up here to a landing page with your newsletter form or you can put it in this button if you're not using the messenger here you can use this button for your website if that's more important but maybe you would maybe maybe instead of that a better idea would be to link it straight to your subscription form right over here and of course you can use this method in different social media depending on what they allow you to do so emails are email lists are growing there's a lot more sending going on and also a newsletter as a business trend is going on this is not a new thing there's been this been this has been happening for for many years but because we have we see new tools that make it easier for this to happen we also see more and more um these type of subscription-based businesses popping up uh and um and more of the mainstream paying attention to this so one of these more popular ones for me i'm interested in china is cynicism and this is a business that is based solely on a newsletter subscribers pay from 10 to 20 to subscribe and these kind of newsletters are usually created by journalists analysts researchers here's another one huffington is not huffington hustle the hustle it gives you tech and business news in five minutes or less this is another one very similar information stay informed entertained also for free they have free service this one is more based on industries so you can start to personalize your experience in your inbox choose the industries that are more applicable to you then we have the skim this one is geared toward millennial females and um last time i checked it was like 20 they had like uh 20 million more than 20 million subscribers and the open rates are like 30 to 40
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 3
which is which is pretty good and i heard i read they have a list of subscribers waiting to a list of advertisers waiting to uh to join so not only are these newsletters selling the subscriptions but in some cases they're also taking advantage of that and and advertising in those newsletters access is a special one because it has a lot of options if you click sign up you'll see that you can really personalize your experience in your inbox if you scroll down there's just a lot of information a lot of different topics you can choose from from your hometown even breaking news alerts and someone might say well this is too much well it is too much unless you actually use your news your your inbox as your daily newspaper in which case it's better because you can choose what you really want and not pay attention to the things you don't really need now how can you take advantage of this well it's good to learn a little more about the the paid newsletter uh business and the best way of doing it in my opinion is to actually sign up to one of these free newsletters or even the paid one and just check and see how that model is working access might be a pretty good choice because you had so many different things to choose from and ways of personalizing your experience and that brings me to another trend email personalization at a scale excuse me email personalization is also not a new thing but in case of our clients last year it that they have created 58 more automations in some months in in other months it was a little less in november it was it was 58 and you know how these automations work they can be bigger they can be smaller depending on how someone reacts to your emails they will get different emails different funnels etc the biggest funnel we had that i know of is about a year so someone just set it and forget it they can they set up the funnel and they they just can start taking care of their business another another trend is using the using dynamic content in your emails where you're sending the same email to your subscriber list but depending on your subscribers on that specific list whether they're in a certain town whether they're in a certain uh city or a country or other variables well they will get a different email even though you're sending out one email so one group will see uh one section of the email like this another another group of your subscribers will see this one another group will see maybe a different headline or a different different content or yours you can send out a whole email to your whole list but only the vip subscribers that are paying for your uh for for that specific knowledge will see that specific part in their email and this has been up up to 145 last year the dynamic block this is an example from another company and this really uh i really love
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 4
this because i have a son and this is an example from our from our management team ilma sent me this and this is this is an an app that allows you to for children that allows you to read books and she got this email saying bernard read five books yesterday so she's happy to see that she he read the books the company is happy to is happy that the clients are happy and of course bernard is happy because he's reading the books another example of personalization is the transaction email and i think uh not many companies are taking advantage of this this is something emma also shared with me that she loved she's supporting a cause and she got this she got this receipt and on the receipt there was tweet about it and she did she wanted to share she wanted to share her support uh and tell the world about this i mean in the past these kind of transactional i mean in the past even if you wanted to send a newsletter you needed in in the past you needed uh sorry i'll just hold that thought i'm going to come back to that in a moment i'll talk about programmers and uh and no code so so this this made her happy and this is another way of um of using this tactic is to use to have a call of action inside your receipts your transactional emails and what else what else can you do so here are some of the actions here are some of the things we do at mailerlite and the sister companies uh for example we use surveys right so that's one of the first things you do to actually personalize the experience of your clients you first want to know what they're about what they need what they're thinking and you know these pop-up surveys that's one thing we use we also use just the surveys in the emails that link directly to a landing page other other places we try to personalize is when someone visits our website and they go to resources best practices by industry this is just one example the e-commerce guide and start reading about e-commerce that they start reading the guide while they get this pop-up on the top it doesn't it still allows them to read through but it says you know do you want to read the guide later do you want a pdf and if they do they sign up and they get it by email because they knew that they know that sometimes they don't want to read it they'll they're not going to read it because it's maybe too long for them or they start reading it and even if they ignore that pop-up still keep going down at one point they they have another uh embedded form saying want to read this email uh e-commerce email guide later now
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 5
it's not a generic pop-up it's not just it's not just a generic embedded form saying hey sign up to our newsletter right it's connected to this specific article and that's very important and that's very powerful another example is if you go to the remote company and search for five books that changed our business and let's say you're starting to read read about all these five books you get to a point and a pop-up shows up saying that hey we have a hundred more books if you want to leave your email we're going to give you those those 100 more books now there's also a wrong way of doing it and let's say you're visiting a website and you see you're you're at the website the first time you get a pop-up saying you know you want the cookies you're trying to accept this pop-up and boom you get another pop-up asking if you want to join for a webinar and it's kind of the same color as that other pop-up so it's kind of mushy here say you want to close it and boom another pop-up comes up that's also kind of mushy in terms of colors you want to close it boom you know they ask you for your feedback or to connect to facebook or for a special offer a countdown timer or it grays out and shows you and asks you to download an app this is not the way to do it and i'm talking about this especially of course this is an extreme example this this wouldn't happen but i had two or three pop-ups pop up before and that i couldn't close and i couldn't close the other pop-ups and i couldn't see even what i'm reading and this is especially important when you're doing the pop-ups that are connected to a specific article a specific special pop-up connected to a special article like i showed you with with the book article uh because sometimes you may forget to turn off any more generic pop-ups that you have all over your sites so that's something that it is good to remember um and these pop-up examples i mean they're very powerful they're good to use too these these promotional pop-ups because they are two-step pop-ups where you don't actually sign up you just click and it takes you to another site they're very powerful but again just be careful don't use too many pop-ups and look at your sites go through the workflow go through the your clients journey and see if you have been using too many pop-ups in some cases the the promotional pop-ups last year 87 percent more on certain months and the good way of doing it is you know the the least the better if it's a special pop-up that is very powerful don't use it as much only use it for the most important things and remember to use the
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 6
the right color remember that the the user that comes to your site the first time they'll probably get this pop-up showing the cookie policies and make sure this cup that one pop-up doesn't cover the other and make and make sure it's easy for people to to accept and turn off the pop-ups because they are very powerful so with with with some of our campaigns that are connected to specific articles we have 56 percent open rates and these are these are the whole automations it's not only one email it's it's sometimes it's more than one email we had also campaigns that had 63 percent open rates and even up to 79 open rates through this specific method the transactional this is this is why i got hooked up because i was thinking about this that in the past when you wanted to send a newsletter you needed a an html specialist right that would code the the the newsletter for you then we had different services like mailerlite that allowed you to to drag and drop things and create things yourself and all you needed uh you could do it yourself or you can just use your designer and your marketing could do that with transactional emails it's always been a little bit harder because you're sometimes you're locked up to some some kind of system some eshop system etc etc well currently currently it's not an excuse anymore and you can also work with your marketing team um with transactional emails because there are more and more apps that are helping with um with your with your marketing without having to use a developer so you just drag and drop there's no excuse for using that transactional email and also if you have no ideas there are more and more resources from different companies that help you with that transactional with transactional email ideas and i wanted to segue from this slide to the next trend which is the rise of no code which is not specifically an email marketing trend but it is connected in a way which i'll talk about in a moment no code or low code in the past like i said you needed a developer for an email now you don't and now this is happening with more and more industries you can create apps you can create apps you can create websites using no code applications uh and there's a lot of them and more and more from 40 to 50 a day product hunt launches per day we're seeing lately and more and more people are using systems where you can to create an application you're almost like in photoshop you're just dragging and dropping things and building things out and connecting it through your api with with other apps with transactional email apps with uh with database apps etc so there are more specialists connected with more special more people who are specialized in using these applications and knowing how to connect the dots connect these applications without coding and
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 7
what that means is they're in general more apps more websites are being produced so what does that mean it means that things like this can happen where people can create things on their own create websites or web apps like i said this is an example this is created by only with the use of no code ideas worth forgetting then we have employee happiness for remote teams a gifting agency also no code a hiring agency also you also with no built with no code what does that mean for you well one thing is if you had an idea in the past or now that you couldn't really realize you might be able to do that with no code so you try it go to google click type in no code plus your crazy idea or problem that you need to solve and try to see if that is currently solvable and if that's ready the second thing is once you um since there's so many apps being built well all these apps are also using email and that means there's more email and that means your subscribers are their inboxes are being filled more and more with emails email newsletters etc so what are you going to do another thing that is not that new but authentic and positive content there's a craving for that even more lately and we see that because we see we see we see how our users are using our system and we also see examples of other companies like for example mcdonald's where they have user generated content being sent to the user's email so for example in your email you can see photos from your instagram so so companies of course are using different fun ways of not only not only being fun like in this case but also informing their clients shopify they did some research they're doing research it's the product trends newsletter uh they're finding niches this is pretty interesting because it's a doormat right may not be new particular innovative product but their rise in popularity over the last couple of years is unmistakable so they're helping their clients with new product ideas through this informative newsletter robinhood similar thing a little digest they're being a little funny here a little playful
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 8
this is an app for it was it was it was in the news a bit lately it's for investing and for trading and by by sending this newsletter every morning with their financial ideas they're they're in the mind of their subscribers all the time and especially this is super helpful if it's helpful it's even better and we have more i'll have more examples in the resources that i'll share with you after the presentation but i just wanted to go through these three companies really quickly now so how can you what can you do well you can be more authentic and create a newsletter like these ones so easy said right well what what else can you do what else what is more simple well you can just include more images and video of yourself and i know this is again this is another thing that you can you can read about online but again if you look at your competitors you may see that a lot of companies still don't do this this is uh the remote company's jobs page it's a little video with our team members this is the about page right with our faces this is um our front page and this image this is this is jessica and most of the images you see in all in all the slides today are from our team this is the least i think any any company could do i know it's not applicable to everyone in this case when we do a webinar the pop-up for the webinar it's me and it's animated we include uh in our videos my face again to be more personal be more authentic in our emails of course and we think about our users uh in their inboxes so it's not only the the beginning of the journey but the end of the journey in their inbox for example i like to add this emoji not to scream hey look at this email but to let them know that this is a red button it means it's a recording when someone clicks here they know that it's a recording to my webinar there's an animated gif here uh automatically generated that's that links to the video that i want to share the recording of the video so so this is the way we try to be more authentic and help our clients like i said it's not only about the the sale the click it's also to help them and in the long run of course it helps for business this is the the view in browser right if you some some companies don't have this and i love when they do when you when they when it's possible to view in browser and then you can share this link this is also useful if you're sending a newsletter and if you have this you can share if someone asks you one of your clients hey can i i didn't get that newsletter can you send it to me well you you it's hard to send because you're using a mass newsletter system mass email newsletter system but with with this link it's just easy you just send it in in the in the in the reply to that um to that question then of course christmas pop-ups etc etc again with with counters this might be uh you might look at it as a trick or as a way to get a higher sale but the way i look at it lately is that if you're using these kind of seasonable pop-ups or accents on your website you're actually showing that your your company is alive
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 9
you're a human a breathing live human your your website is also live your company is alive and and i think it all it it it's connected again with the authenticity and you can always look at benchmarks this is a good thing to do sometimes you will see um sometimes i had people come up to me and say hey i only have 20 to 30 open rates but they didn't know their benchmarks that they were actually doing pretty good sometimes you're using specific uh tactics you're trying to be more authentic and you don't see those numbers go up i wouldn't worry about that too much at least for some time because like i said in the long time i think authenticity if you do it the right way and if you don't get in the way of your clients it always works but it's good to know the benchmarks too because then you can know what direction you're going and if you're heading in the right direction so you probably know this pop-up is very popular in many stores it you know 10 off your first order very often i i purchase i use this pop-up i use the code and then i don't subscribe because i don't want that newsletter but i wanted to share with you today an idea a really cool idea i liked and i saw in a polish store that sells classical shaving products or wet shaving or traditional shaving products and i am a client so they give you a five percent off i never saw this idea anywhere they give you a five percent off um if you subscribe you need to create an account and if you subscribe the cool thing is if you create an account and if you subscribe and you're logged on the cool thing is you'll see two prices the prices that that show when you're logged on and you're subscribed to the newsletter and the normal prices well of course you can unsubscribe and only subscribe when you want to buy something but it's not only five percent off because they sent newsletters you get the five percent off for the subscription and then in the newsletters you get 10 more off because they just sent these promotional codes in their newsletters that are times for specific times of the the the season the special days etc or they give these discount codes when they have a new product come come in and someone might say well i don't want those i don't want to have to be subscribed etc etc but in some cases in some niche markets like this this works pretty well for me i'm a client and i don't really care for content from them currently but i do care about knowing when they have new products and when they have discounts so i'm happily subscribed i get the discounts i usually uh create an order and like i said this is the first time i saw this five percent for the news newsletter subscription then 10 discounts in the newsletter sometimes a little less 5 plus 10 equals 14 and a half right you might say 15 but it's actually 14 and a half because it's five percent from the original price and since the price goes down then the 10 from that price that is lower makes it 14 and a half i actually called them to confirm this because i couldn't i couldn't understand in the beginning so this is uh something i really really like i think it's very innovative and
what is email marketing and trend in 2021 |Keeping up with email marketing trends 2021| What is included in email marketing? para 10
i love it so the action steps just this is a just to sum up what we went through make it easy to sign up to your newsletter as usual you can use the social media methods i showed you sign up to a paid newsletter to turn to learn the business model see if you can use it mind the journey so personalize at each step and audit for glitches uh sometimes you get uh i i've i've experienced this before you get a new map you're doing a new marketing campaign you turn off some pop-ups you turn off some am some automations and you're thinking that you'll later turn them on but you're so so busy with the campaign and then after the the the campaign is sent and after the promotion is is over you forget to turn those automations on you forget to turn on those cool user journey pop-ups you set up before so it's good for to do this from time to time every couple of months to go back into your automations go back into your pop-ups and your landing pages uh animations pop-ups landing pages to to see what's turned on and forms and forms and to turn to see what's turned off and ask yourself this question why is it turned off right also you can pretend to be a client open your website in a in an incognito browser so you can see how it is for a new client and see if all if no pop-ups interfere with other pop-ups check out your most popular pop-ups uh the pages with your most popular pop-ups see if any pop-ups interfere with one another this is good to see from time to time then check if no code can quickly enable you know that wonderful idea that you've been thinking about or that can solve maybe can solve that problem you're having currently or that you had before and keep it real because there's more and more email marketing it's good for you it's good for everyone but at the same time we are getting more competition so we kind of gotta up our game and experiment have fun sometimes i get a question people ask me is is an is a real rich text email or plain text email better than a fancy one well it depends if you're selling clothes maybe a fancy one would be better because people want to see the clothes maybe your uh plain text email gets more opens but people actually click more and buy more through a fancy one sometimes you don't know sometimes you need to just blaze your own trail and figure things out use your a b testing almost every app i think now has it and you know like i said blaze your own channel do your thing thank you very much like i said i prepared some resources for you a lot of the things that i was talking about during this presentations you can find at mailerlite.com our team prepared this resources and a surprise for you there thank you very much again and have a wonderful day good luck with your business
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