With the rise of social media and other digital channels, some may think email marketing is a less important or a less effective tactic. But, statistics show that email marketing is still one of the most effective ways to reach and engage with customers. In fact, according to a study by the Litmus report, every $1 spent on email marketing yields a whopping ROI of $36. As technology and consumer behavior continue to evolve, email marketing trends are constantly changing. Let’s explore some of the most important email marketing trends to be aware of in 2023. These include personalization, automation, interactive content, and mobile optimization.
Customer Data For Targeted Campaigns
Personalization continues to top the list of email marketing trends in 2023 as well. With increasing significance for creating experience-centric web assets, email is also gearing towards customization. By using customer data and behavior, businesses can create targeted campaigns that are more likely to be successful. Personalization can include things like using a customer’s name in the subject line or body of an email or sending a campaign to a specific segment of a customer base. For example, a clothing retailer may send a campaign to customers who have previously purchased items from the “sale” section of their website. By sending this campaign to a specific segment, the retailer is more likely to see a higher conversion rate than if they sent the campaign to their entire email list.
BIMI For Increased Authority
BIMI (Brand Indicators for Message Identification) is a new standard that allows businesses to display their logo alongside their emails in their inbox. This increases brand visibility and can improve email deliverability. BIMI works by verifying a business’s domain and displaying their logo in the inbox if they meet the requirements. By using BIMI, businesses can improve their brand recognition and make their emails stand out in the inbox.
Quoting from the recent infographic on Email marketing trends for 2023 by Email Uplers, “BIMI is getting more prominent brands’ adoption as we speak. When Gmail, Yahoo!, and Apple already support it…” says.- Rui Nunes, Founder, sendXmail.com
Automation For Seamless Email Marketing
Automation is another trend that is growing in popularity in email marketing. Using automation, businesses can set up campaigns that trigger based on specific actions, such as a customer making a purchase or abandoning a cart. This allows businesses to send targeted, timely campaigns without the need for manual intervention.
Automation can also be used for campaigns like
- Welcome series
- Abandoned cart campaigns and
- Re-engagement campaigns
Some popular automation tools that are a must-try for 2023 include Mailchimp, Constant Contact, and Campaign Monitor.
Interactive Content For Increase Engagement
Next up on our list of top email marketing trends for 2023 is interactive content. Interactive content refers to elements within an email that allows customers to interact with the content. These include things such as quizzes, polls, or surveys. Interactive content can increase engagement and conversions by making the email more interactive and personalized. For example, a beauty brand may send a quiz that asks customers about their skin type, and then sends a personalized product recommendation based on the customer’s responses.
Machine Learning For Segmentation
“Those who will be the most successful, though, will be the ones who use AI as an inspiration added to their own intuition,” validates Radek Kazynski, CEO, Bouncer.
Machine learning uses data and algorithms to improve decision-making and automate processes. Machine learning can be used for things like predictive personalization, segmentation, and lead scoring. By using machine learning, businesses can create more personalized and effective campaigns that drive conversions. For example, a retail company could use machine learning to predict which products a customer is most likely to purchase and send them a personalized email with those products.
Long Form For Detail-Rich Emails
Long-form content refers to emails that contain more than 500 words of content. With the help of AI copy-writing tools, email marketers are able to provide more informative and engaging emails this year. Long-form content can be used to provide more detailed information, tell a story, or create a sense of urgency. By using long-form content, businesses can increase engagement and conversions. For example, a B2B company could use long-form content to provide detailed information about a new product or service.
Mobile Optimization For Wider Reach
Lastly, mobile optimization is becoming increasingly important in email marketing. With more and more people accessing their emails on mobile devices, it’s important to make sure that emails are optimized for mobile. With the increased popularity of dark mode, optimizing emails to suit such features on mobile also becomes crucial. A few common aspects to remember include:
- Ensuring a single-column layout
- Using a larger font size
- Using buttons instead of links
To check how your email will look on a mobile device, you can use an email testing tool such as Litmus or Email on Acid.
By staying up-to-date on the latest trends and best practices, businesses can create successful campaigns that generate real results. Some predictions for future developments in email marketing include:
- The use of artificial intelligence for more personalized and automated campaigns
- Increased use of interactive content
- The integration of virtual reality and augmented reality in emails
As technology continues to advance, it’s important for businesses to stay adaptable and open to new possibilities to stay ahead of the competition.
About the author
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.