2020 is behind us and we’re all ready to welcome a new year. Email marketing like all industries had to undergo some major transformation because of how COVID-19 changed business as we know it. We’re going to be looking at some of the email marketing trends that you should know about this year. 

1. Bold & Bright Colours in your email campaigns

One of the email trends for 2021 is to make your email campaigns bright and bold. We all get a ton of email every day so why not make your campaigns stand out from the crowd with some bright and bold colours. 

We’re not saying that every single campaign needs to pop with colour but adding even adding in a few bright and bold elements will help your campaign to stand out and get your readers engaging. 

A great example of a bright and bold campaign is this Brampton Wines campaign. This campaign grabs your attention and brings the brands colours alive.

TouchBasePro Bampton Campaign Example


2. Text-only emails

The plain text email is making a comeback and is proving to sometimes to more effective than a beautifully designed email campaign. Yes, I know it sounds like we are contradicting our first email trend, however, a plain text email can be effective when used correctly. Not all your email campaigns need to be beautifully designed, you can make use of the plain text email to share a message from your CEO or even to just share important information with your customers. 

Below is a great example of a plain text email where Greentech Machinery asks their customers to take part in a survey.

Touchbasepro Plain text example


3. Next level personalisation

Adding a subscriber’s first name to their subject line or in your email content is a good first step, however, this year you’ll want to take your personalisation to the next level. Think hyper-personalisation. Customer’s want to experience an ultra-personal experience when receiving emails. 

How can I make my emails hyper-personalised? Make use of segments and dynamic content to base your recipients content on their interests and preferences. According to Lucid, roughly 20% of people will unsubscribe from a newsletter if the content or promotions don’t match their interests, so ensuring that your emails are hyper-personalised will help you win this year. 

Look no further than the below campaign in which Adidas combines dynamic content based on gender and purchase history with a touch of influencer marketing to serve their audience something amazing.



4. Automation

It is said that the goal of any marketing effort is to get the right message to the right person at the right time. It is also argued that making your email marketing personal is super important. 

But as your lists grow, it becomes more difficult to give your subscribers the one on one attention they deserve. That is where email automation comes in. With automation, you can set up and send out customised, relevant, and personalised communication and send it to the right subscribers at the right time. 

This year you will want to make use of more automations to not only make your life easier but to make sure your customers get communications when it matters most. 


5. Increased investment in email marketing

Let’s face it, business has changed and we’ve noticed that more and more companies are making use of email marketing more than they did before. The benefits of email marketing are endless and because of this many companies are going to be investing more into their email marketing. 

What are the benefits of investing more into email marketing? By putting more effort and spend into your email marketing, you’ll be able to give your customers the personalised experience they deserve. 

You can clean up your database with our data verification and even find out more about your subscribers through data enrichment. There are many different ways which you can use your spend to improve your email marketing. 



The Protection of Personal Information Act (POPIA) will come into effect on the 1st of July 2021. POPIA sets some conditions for responsible parties (called controllers in other jurisdictions) to lawfully process the personal information of data subjects (including both natural and juristic persons). In other words, it sets the conditions to lawfully process the personal information of both people and companies. 

This year you’ll need to put a focus on ensuring that you are POPIA compliant. There are a number of things that you need to do as a business to get compliant, you can read our POPIA blog to find out more about how you can become compliant. 

There you have it, six of the most relevant email trends that you need to be aware of this year. If you’d like more information about these trends or anything email marketing related, please get in touch and we’d be more than happy to assist you.

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