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Email Marketing Trends and Tips Straight from the Experts – ReadWrite



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According to Gregory Zackowicz from Omnisend, all major kinds of emails witnessed a 95% or greater year-over-year (YoY) spike in 2020. The statistic isn’t alarming, considering everyone was glued to their screens almost the whole year. With that momentum, we enter 2021 and try to add strategic soundness and refinement to our outcomes from the last year. 

Email Marketing Trends and Tips Straight from the Experts

So email marketers and content marketers, hop on as we list key trends and tips (warnings) from some of the best in the game all across the world. It will surely help you to create a high converting email.

Email marketing trends for 2021

Here are the most noteworthy trends that we gathered from 29 expert content marketers.

1. Automation

Ecommerce brands ought to automate welcome messages, cart abandonment emails, and product and browse abandonment emails. With the rising volume of emails and help from Artificial Intelligence (AI) in creation and personalization, this seems to be the best course to take. Humanized automation is the way forward if you want to woo your subscribers and tempt them to make the purchase.

Advanced CRM tools like Marketo and Salesforce have features like lead scoring and predictive models that help forecast the users’ activity and send out messages accordingly. These functionalities will also enable send time optimization (STO), which will help the companies to send emails to the subscribers based on their open history. Thus, it is a future-proof trend that will stay even after 2021. 

For example, Amazon sends out automated product recommendation emails according to the customer’s past purchases. This is possible with the help of AI technology. 

Here’s an email example from Amazon:



According to their past activity, Netflix uses the same principle to recommend relevant movies and web series to the users. Marketers can even use tools like Phrasee to craft AI-driven subject lines and enhance the open rate of their emails. 

2. Futuristic technologies

We’re talking virtual shops, trial rooms, and browsing shelves on email with AMP (Accelerated Mobile Pages) technology. 

With the help of AMP in emails, the subscriber can RSVP to an event, check out to complete the purchase, and book a ticket from the email itself. AMP can also be used to create menus, accordions, and sliders in emails. These elements make it easier to convey more information in the limited space of emails. 

See how Email Uplers has used this technology to create an email. It has a slider, accordion, subscription form, and contact form developed with the help of AMP rather than CSS functionality. 

AMP email

3. Empathy

Email marketers understand that a crisis is probably not a great time to receive mail selling gardening equipment. So instead, write messages that are sensitive, kind, and display an understanding of consumers’ problems and challenges.

Really Good Emails has sent out an emotional email that is perfectly aligned with the current situation. It urges the readers to stand together in the fight against racism and spread love.

RGE email

4. Agility

After a year of rushed proliferation, it’s time you made your systems capable of producing quality emails regularly. It’s also time you became flexible and instantly adaptive to fluid markets, ever-changing needs, and wants. 

Agile email marketing helps to create the most relevant emails and deploy them in time. This is possible because it focuses on taking smaller steps to achieve bigger tasks. In addition, agile methodology endorses the idea of multitasking and encourages the email marketing team to work together rather than in a siloed fashion.  

5. Trust-building

Empathy goes hand-in-hand with trust-building. Consumers are increasingly aware of data regulations, so it’s time brands flaunted their GDPR compliances and privacy policies. Set up a preference center instead of collecting data sneakily like old times. The double opt-in method will gain immense popularity because anti-spam guidelines are likely to get stricter. 

6. A/B testing

As there is a tremendous shift in the customers’ preferences in the post-pandemic era, A/B testing will gain immense momentum in the times to come. Rather than assuming, use the power of A/B testing to figure out what works the best with your subscribers.

What was working for your brand before a few months might not work anymore. Therefore, the safest bet is to send out two variants of an email and see which one performs better. Then, monitor the email analytics and optimize your email campaigns accordingly.

7. Visual email marketing

Plain text emails are hardly used nowadays. Instead, most marketers are experimenting with different types of visuals, like GIFs, cinemagraphs, and embedded videos in emails. They are also trying to bring freshness to the subscriber’s inbox by using a monochrome layout and gradients in the emails. It also imparts a vintage feel to the emails. 

8. Changes in email marketing team structure

Companies are looking to hire email automation specialists and advanced email developers in the marketing teams. There was a time when an email marketing manager used to be responsible for the entire email execution process.

However, in 2021 and the years to come, there will be a huge demand for email developers and automation experts.   

9. Brand Indicators for Message Identification (BIMI)

A text record that allows companies to display their logo in email inboxes is known as BIMI. It helps to build brand credibility by letting the subscribers know who the email is from.
Take a look at this screenshot that clearly demonstrates what BIMI is all about.


Image Credit: valimail dot com; thank you!

It also helps prevent any spoofing or phishing attempts and impart a more secure experience to email users.  

Email marketing tips for 2021

We consulted the global experts have also decided to warn email marketers against some easy traps to fall for this year. So read on and stay alert.

1. Deal explosions

You might have a lot of stock from the last year that you now want to liquidate. So, what do you do? Clearance sales, deals, discounts, of course. But maybe, all your customers are not fans of sales. Maybe, some of them would not appreciate discounts in their inbox every week.

So, segment them into those enthusiastic about deals and those who aren’t.

2. Shallow messaging

A headline such as ‘Yoga Mats For Use At Home’ simply doesn’t work anymore. Instead, you need to talk to the consumer’s heart, tell them how this product can help them achieve something or make a small difference in their lives. And no, just emojis won’t work.

3. Inadequate segmentation

Here’s the deal. Create microsegments, even if you’re not actually injecting them into your automation funnels. It’s a good practice and a way to be ready for the weather to change and trends to transform. Micro-segmentation and hyper-personalization will grow to be email marketing best practices and norms rather than just trends. 

4. Undermining tech

Everything from testing to personalization now has a tool. So don’t replace your plans with them; instead, make them a cohesive part of your plans and strategies. The goal is to earn, realize, and measure maximum clicks, opens, and conversions.

Parting Note

With email becoming more dynamic, inventive, and critical to content marketing strategy, it would only be wise to invest in email marketing strategists.

A specialized person who is adept at creating, marketing, tracking, testing, strategizing, and managing emails will add more value to your marketing plans than many writers and content marketers who know a little bit of email marketing.

These email marketing trends (emailupplers dot com) will surely help you create more effective emails that perform better and draw more attention from the subscribers. 

Kevin George

Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free responsive HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.


Fintech Kennek raises $12.5M seed round to digitize lending



Google eyed for $2 billion Anthropic deal after major Amazon play

London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs



Deanna Ritchie

As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations



Deanna Ritchie

As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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