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3 Best Email Marketing Practices for 2021

Dec 28, 2020 6:15:00 AM

With 2020 about to be literally hindsight, we can look towards 2021 with a clearer vision. The new year ahead is likely to bring more changes and being on top of your email marketing game should be a top priority.  

According to recent data from Hubspot, “Marketing email volume has increased a total of 49% since the start of the pandemic and is currently a year-high 52% above pre-COVID levels.” 

Total Emails Opened and Sent from HubspotSource: hubspot.com

Although more emails are being sent, response rates are still holding up. That being said, be prepared to adapt your strategy as competition increases. 

As I’ve said many times before, EMAIL IS NOT DEAD. It has been proven time and time again to increase ROI, create brand loyalty, and increase customer engagement. 

Let’s take a look at our 3 best practices for email marketing to keep on your radar for 2021.

#1 Improve Personalization

In a world where everyone is competing for our attention, personalization matters.  According to Experian, personalized emails get 6X higher transaction rates than non personalized emails. 

Personalization improves Email Marketing performance

We’re not just talking about adding your recipient's name to subject lines and copy, but rather hyper-personalizing with authentic content that matches their interests. 

How can you accomplish this? Use email segmentation to target specific subscribers by grouping them into smaller segments based on their purchase history, location, behavior, interests, etc. Instead of sending the same message to everyone, get personal with tailored content for different audiences. 

#2 Include Interactive Content

Interactive content has already been trending for a while and there’s no sign of it slowing down. Especially moving into 2021, engaging your subscribers is super imperative.

Interactive emails give more value by providing content to engage with, ultimately keeping customers on the page longer.  Here are a few things to include: 

  • Surveys & Quizzes: These allow you to gain valuable information about your products and/or services as well as gaining customer info.
  • GIFs, Carousel Images, & Videos: Adding captivating visual content is a great way to keep your customer engaged and encourage them to click.
  • Facebook Groups & Forums: Create community by using these channels to facilitate discussion and answer people's questions.  It will only strengthen your online community and continue to grow.

#3 Use Automation

Hyper-personalizing and segmenting one-off campaigns can take a bit of work.  That’s not to say it isn’t worth the effort, but automation can achieve similar results with more ease, which we all could use in 2021. 

Automation helps increase Email Marketing revenue

New subscriber? This is the perfect opportunity to use automation as they are most excited about what you have to offer.  Think bigger than a generic “thank you” email.  This is your chance to tell your brand story with a welcome series that is authentic and engaging. 

Another great way to use automation in your email strategy is during post purchase. We always want to thank our customers for shopping with us, and this is the perfect time to reassure them about their decision.  Add in customer testimonials and product benefits to give them something to look forward to while they wait for their order to arrive. 

To tie things up, create your series content once and leave the rest up to automation.


Ecommerce and email marketing are nothing new.  Since the pandemic, more businesses have pivoted online and companies will continue to invest in digital channels moving forward.  

Email is still a valuable channel with proven results, but with consumers having their inboxes flooded, you need to make sure you’re using it correctly to stay relevant. 

Creating a strategy with hyper-personalization, interactive content, and automation will help keep your engagement high and crush the competition.  Keep these best practices in mind as 2021 rolls around.

What will 2021 bring for Email Marketing?


Written by Jason Boehle