Email Marketing Trends in the Salesforce Marketing Cloud
New marketing channels have emerged in recent times. However, email remains one of the most powerful channels for connecting with audiences and building brand awareness. It also generates one of the highest investment returns of 36$ for every 1$ invested.
On the other hand, the global email marketing market is forecast to grow to 1TP4Q17.9 billion by 2027..
Below is a list of general trends to look out for in email marketing, and in particular when using the Salesforce Marketing Cloud.
Designs will tend towards minimalism
We are seeing how reference brands are building minimalist emails, with easy-to-read texts and clear messages. This will be key:
● Use blank spaces and margins.
● Selection of SFMC templates with a clean look and feel.
● Avoid complex, flashy designs with too many graphic elements.
● Use colours sparingly.
● Include clear calls to action.
● Balancing text with images.
In addition to minimalism, there is also an increasing adoption of designs that support dark mode.
This allows the email to be more readable, which is why about 82% of people already use dark mode to read the Email on their devices.
Personalisation
The Salesforce Marketing Cloud offers a variety of features that allow you to customise your email marketing campaigns. One such feature is the availability of dozens of customisable templates that can be sent as-is or updated according to different requirements:
● Text templates
● HTML Templates
● Custom HTML templates
● Visualforce Templates
The four types of templates can include text, merge fields, attachments, dynamic content and personalisation strings. Through SFMC Email Studio we can create personalised emails, from basic campaigns to sophisticated 1-to-1 messages.
We can insert specific details of the subscriber, such as name, address, company name, etc., in the subject line, preheader or body. Some recommendations:
● Choose SFMC templates according to the type of conversation we are going to have with each subscriber.
● Include a clear call-to-action text that encourages action.
● Offer specific discounts or offers based on the user's profile or purchase history.
● Send newsletters with customised content of value.
In addition, SFMC offers AI-powered personalisation, allowing you to customise many crucial elements of email such as:
● Subject line
● Greetings
● Offers
● Content
● Signature
We can even customise delivery times by using the Send Time Optimization (STO) of SFMC Einstein.
Interactivity
SFMC supports many interactive elements that we can leverage in Email Marketing campaigns such as:
● Videos
● Product carousels
● Surveys or feedback forms
● Questionnaires
● Image/button rollovers
● Countdowns
● Live polls
● Store locators
● Interactive maps
Through SFMC's Journey Builder, Content Builder and pre-designed templates we can set up interactive and personalised emails and interact with specific audiences.
We recommend reading this post before resorting to the use of interactive emails.
