It’s 2021, and there’s no denying we live in an uber-digital world. What does that mean for your business marketing strategy? You gotta find what works for your product/service and customers — then amplify the you-know-what out of it.

When it comes to digital marketing, you can take lots of paths to reach your ideal customers. Your winning strategy depends on your audience, but one thing is clear: email marketing is a proven way to build trust, nurture one-on-one connections, and boost sales and revenue.

One reason email marketing works so well is that you have complete control over your email list. (Vs. using social media… those algorithms are constantly changing, and you never know when the behind-the-scenes changes on any given platform will completely derail your plans. Oof.)

So, what’s the email landscape look like as we enter into a new year?

As I peer into my crystal ball, here’s what I believe email marketing will look like in 2021…

1. Human-centered, relationship-based emails will reign. People are still craving connection. Give it to them using meaningful, genuine copy.  ‘Bots are out. Real-talk is in.
   
2. Email continues to win the ROI race. If it’s not your top channel or strategy for building and retaining your audience, it should be. (Sources cite email ROI around 4400%… just sayin’.) There’s such a great return on email; you owe it to your business to test and optimize this strategy. It’s a no-brainer.
   
3. Personalization breeds success in the inbox. Your email readers want to feel like you’re talking to them as an individual, not like your email is a blast into the universe as a whole. Personalization means so much more than adding a first name to your greeting. It means creating relevant content for certain members of your list based on actions and purposefully sending messages that you know will interest them. Sure, you can broadcast specific messages to your entire list. But there are times when using a personalized strategy is best.
   
4. List segmentation is your best friend. Unlike when you spout messaging via social media platforms — hoping it will stick to the right person — targeted, relevant email messages to list segments will help you share the right message to the right person at the right time. Segmentation goes hand in hand with personalization. Utilizing these strategies will take your email marketing from good to great.
   
5. Automation rules! Automating your email sequences will help you make money while you sleep. And who doesn’t love that?! Did someone browse a product on your site and forget to purchase it? You can remind them using an automated sequence! Did they leave an item in their cart and fail to click ‘buy’? Gently remind them — and maybe even acknowledge that it’s creepy you’re “watching” them… humor is acceptable. (Epsilon reports that automated emails have a 119% higher click rate than broadcast emails, FYI.) 
   
6. User-generated content will give you a much-needed push when building credibility. Stats show that reviews and ratings from other customers drive roughly 70% of purchasing decisions. Share your wins and positive feedback to build relationships with your brand’s fans and maximize your results.

2021 is the year to up your email marketing game! We’re over some of the tough humps and challenges that 2020 bestowed upon us (thank goodness!), but the explosion of digital marketing will continue.

If you’re unsure where to start with your email marketing strategy, an Email Audit is a great launching pad to building success.