How can trends improve your email statistics is a question more brands should be asking in today’s fast-moving digital landscape. In today’s era, it seems that something is always trending and popular, especially when it comes to foodie culture. We’re looking at you, matcha. These fads don’t stick around for long, but for their short lifespans, nobody can get enough of them.
Though trends and fads are typically more common on social media, there’s nothing stopping you from incorporating them in your email marketing, either. In fact, doing so may help inspire your deliverability, improve statistics and humanise your brand, all critical for helping to boost your revenue in the long term.
But when trends are so quick and so bountiful, how do you know which waves to catch and which ones to leave behind?
We’ve detailed some helpful tips below on how they can help your emails grow.
Choose Trends That Relate To Your Brand And Personality To Improve Email Statistics
Not all trends are going to be a hit with you or your brand, and that’s okay. Don’t force something that’s not meant to be. Your audience will see right through it, and it can damage your reputation. Yes, that probably means no Labubus for a business focusing on slow fashion, for example.
Wait for trends that you find fun, exciting or entertaining. It could be a new dance everyone’s trying, or a must-have product you can’t keep your eyes off.
When giving it a go, take footage (and lots of it). Then, when you need an extra campaign or you’re short for ideas, share your experience with your audience. It’s a little bit of fun, but it shows them that you are in touch with what’s happening around the world.
This can help make you a first choice when it comes time to purchase, as it builds relevance with your market.
Just remember not to hold onto that footage for too long; trends move fast, and you don’t want to miss out.
Integrate them into your product range
Again, you don’t need to integrate every trend into your product range, but showing your customers you’re willing to jump on the bandwagon, even for a few months, can help them view your brand as more trendy, fun and in line with the times.
It doesn’t mean you need to curate a whole new range of products either.
Let’s say you’re a makeup business. Regarding the recent surge in popularity of Dubai chocolate, you may consider creating a Dubai chocolate bundle. This can consist of brown and green products, already in your range, that customers can purchase at a discount.
Remember to stick to trending terminology when chatting about these bundles and products. It can make these items, even if they’re long-standers in your collection, feel fresh and new once more.
Use them as strong hooks
One of the reasons trends are so popular is the desire to try them before the buzz fades away. If you’re selling something related to the trend, use this to your advantage in your copy and your imagery.
Language like “Get it before it’s gone,” “limited stock,” “already adored by trendsetters” can all help customers understand the urgency and limited nature of your items, prices and bundles.
This way, if they’re strong supporters of your brand and the current trend, they will find themselves drawn to purchasing. And... they will want to do it quickly!
This can eliminate some steps in the customer’s decision-making processes, helping to boost your sales.
Simply talk about the trend
It’s not always possible to change your entire business strategy over something that may only last a few weeks. Instead, why not speak about your experience with the trend in your emails?
Plain text emails from founders, even when sent once a month, are highly effective in humanising your brand and making customers feel more connected.
Simply sharing your experience, what you loved, and even what you didn’t like, can make a positive impact. Plus, it can make your emails a little less sell, sell, sell, which can maintain stronger engagement amidst your database.
Not Sure Where To Begin With Trend-Based Email Marketing Performance?
We can help you integrate what’s happening in the world with your current email marketing strategy to boost engagement, sales and email deliverability.
Plus, we can help you navigate the right amount of trend-talk required to guarantee your customers are engaged, without feeling overwhelmed.
