We have known about the so-called dark mode for a long time, for example from mobile operating systems. But does it also exist in email marketing? Yes, it does, even if it is not currently very widespread. This trend is still important, here's why: Apple now releases its desktop version with dark mode as standard and most people quickly get used to new standard versions without changing them. On mobile devices with a particularly strong younger user base, dark mode is not a standard setting, but it is considered stylish and is often switched to.
Why dark mode? Battery consumption plays an important belize phone number data role in the mobile sector and dark mode uses less power. In addition, light text on a dark background is easier for many people to read and the strain on the eyes is less - especially at night. Of course, the design also plays a role because it looks modern and fresh.
However, the display of conventional HTML emails in dark mode is not optimal, which is why adjustments are necessary. Even if it takes some effort to adapt the newsletter design for dark mode, it can lead to better results in your own target group. It is best to test with a simpler mailing which design appeals more to your recipients.
Anticipating needs – AI and predictive analytics
Email Marketing Trend: AI and Predictive AnalyticsThe basis of artificial intelligence (AI) and the predictions about purchasing behavior derived from it is a large amount of collected customer and user data. In order to make predictions about customer/user behavior, you first have to know your recipients really well. The possibilities offered by AI range from determining the perfect shipping time for individual recipients, to the appropriate subject line, to individualized content. This goes so far that the AI can determine how successful a certain image will be in a mailing and automatically makes the best selection based on these calculations. Another example is products that are offered to a recipient exclusively based on their purchasing behavior and recent product searches. AI is thus increasingly taking over communication between companies and recipients and, ideally, optimizing this towards ever more user-friendly processes and solutions.
There is still a lot of scope and possibilities when it comes to artificial intelligence. However, this also makes email marketing much more complex, which may mean that in the future, fewer email marketing experts will be responsible for creating newsletters, and more developers and data analysts will be responsible.