How can trends improve your email statistics is a question more brands should be asking in today's fast-moving digital landscape. It seems something is always trending, especially in 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 are typically more common on social media, there's nothing stopping you using them in your email marketing too. In fact, doing so can inspire deliverability, improve your statistics and humanise your brand, all critical for boosting revenue in the long term.

But when trends are so quick and so bountiful, how do you know which waves to catch and which to leave behind? We've detailed some helpful tips below.

Not every trend will suit you, and that's okay. Don't force what isn't meant to be, your audience will see right through it and it can dent your reputation. (Yes, that probably means no Labubus for a slow-fashion brand.) Wait for the ones you find genuinely fun: a new dance everyone's trying, or a must-have product you can't take your eyes off. When you give it a go, film lots of footage. Then, when you're short an idea or need an extra campaign, share the experience. It's a bit of fun, and it shows you're in touch with the world, which builds relevance and can make you a first choice at purchase time. Just don't sit on that footage too long; trends move fast.

You don't need to chase every trend into your product range, but showing you'll jump on the bandwagon, even for a few months, makes your brand feel trendy, fun and in step with the times. It doesn't mean building a whole new range either.

Part of what makes trends so powerful is the rush to try them before the buzz fades. If you sell something tied to a trend, lean into that in your copy and imagery:

Language like this signals urgency and scarcity, so fans of your brand and the trend feel drawn to buy, and to do it quickly. It removes a few steps from their decision-making and helps lift sales.

You can't always reshape your whole strategy around something that may last a few weeks. So instead, just talk about your experience with it. Plain-text emails from a founder, even once a month, are brilliant at humanising your brand and making customers feel connected. Share what you loved and even what you didn't, and it lands as genuine. It also makes your emails a little less sell, sell, sell, which keeps engagement stronger across your database.

Catch the trends that fit you, and skip the rest without a second thought.