14 Email Marketing Trends to Look Forward to in 2023

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Written By Devansh Vijay

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Email marketing continues to evolve and adapt to changing technology and consumer behavior. Staying up-to-date with the latest trends and best practices will help businesses create more effective and engaging campaigns and stay ahead of the competition.

In the last decade, we have seen multiple new entrants to email marketing trends. We expect other exciting trends to revolutionize the email industry in 2023. Some are:

Personalization: The use of personalization in email marketing has increased significantly in recent years, with many businesses using customer data and behavior to create targeted and customized campaigns.

Interactive Content: Interactive elements such as quizzes, surveys, and gamification are becoming increasingly popular in email marketing, as they provide a more engaging experience for the recipient.

Automation: Automated email campaigns, such as welcome sequences, cart abandonment reminders, and re-engagement campaigns, are becoming increasingly sophisticated and provide a seamless way for businesses to connect with their customers.

Mobile Optimization: With the increasing use of mobile devices, it is essential for businesses to optimize their email campaigns for mobile viewing, including responsive design and simplified content.

Data-Driven Strategies: The use of data and analytics to drive email marketing strategies is becoming more prevalent, allowing businesses to make informed decisions and improve the effectiveness of their campaigns.

Privacy and GDPR Compliance: With the growing concern over privacy and data security, email marketers need to ensure they are compliant with regulations such as the GDPR and implement best practices to protect their customers' data.

Video Integration: The integration of videos in email marketing has become a popular trend, as it allows businesses to convey complex information in a more visually engaging way and can increase the click-through rates of email campaigns.

Voice-activated Email: With the growth of voice assistants such as Alexa and Google Home, businesses are exploring the integration of voice-activated email and the potential of voice-based interactions in email marketing.

Artificial Intelligence and Machine Learning: The integration of AI and machine learning in email marketing is providing new opportunities for businesses to personalize and optimize their campaigns.

Subscription Management: As consumers become more conscious of the amount of email they receive, businesses are exploring new ways to allow their subscribers to manage the frequency and type of emails they receive.

Brands have had to review their email marketing strategies regularly due to the competitive bottleneck. This has allowed for a remarkable transformation and made it a highly scalable and effective communication channel.

Here's a peek at what the future holds both for subscribers and email marketers.

14 Email Marketing Trends to Look Forward

Let's have a brief overview of each one!

1. Marketers Will Shift to Conversions and Click-Through Rates

Apple's Mail Privacy Protection allows users to hide their IP address. It will therefore not allow marketers to track their location or other online activities. It will also prevent the accurate recording of email open rates (per uppers at com).

Email marketers will need to change click-through and conversion rates as a result of these changes. Email campaign performance will not be measured using the open rate metric anymore.
Apple's MPP will also require that senders be more considerate of subscriber privacy and preferences.

2. Segmentation Will be Easier With Machine Learning

Marketers will be able to use machine-learning and interest-based tags to automatically gather data about the recipients' interests based on the links they clicked through in emails. This will allow for better segmentation, which will help to send the right message to the right person at right time. That's what hyper-personalization is all about. This brings us to the next fashion trend.

3. Hyper-Personalization Will Strengthen its Foothold

No longer are boring mass emails necessary. AI has enabled tracking of the user's preferences and previous interactions. These insights can be used to create tailor-made emails. These emails will perform better in the analytics charts.

4. BIMI will be a Must-Have Instead of a Nice-to-Have

BIMI (Brand Identification for Message identification) allows brands to add their logo alongside the sender's name. This will increase your brand's credibility and visibility. Although it initially appeared to be a joke, it will quickly become standard practice.

This technology will protect you from phishing and spoofing attempts. It improves inbox positioning and solves deliverability problems. A logo will make users more likely to trust your email messages. The good news is: Nearly all of the top inbox providers support or are considering BIMI.

5. To Create Better Emails, Businesses Will Use Cross-Channel Customer Data

Apple's Mail Privacy Protection makes third-party cookies obsolete. App tracking is becoming more prevalent in modern times. Businesses will need cross-channel customer data to create their digital marketing and email programs.

Unfortunately, this data is not centrally stored. It prevents data from being used more efficiently. This problem can be solved by customer data platforms, which mobilize data for use across multiple channels. This will result in more personalized personalization, better segmentation, and smarter automation.

6. Modular Email Templates are Becoming Extremely Popular

Imagine that you need to send ten emails per month. It will be a lot of work, from the initial conception to the writing of the copy to the design, coding, and testing. Add some urgent emails and additional resources to the mix. Scary, right? This isn't a rare event for email marketing professionals.

Modular email templates (poplars at com) are the best solution to this problem. These templates will allow you to add editable blocks to your email templates. It will be easy to send multiple campaigns with these reusable emails. It will also help you maintain a consistent look for each email that is sent.

7. The Omnichannel Approach Will be Adopted by Brands

Brands will continue to resort to consistency in the days ahead if they want to be consistent. It's an omnichannel marketing strategy. Marketers will be focusing on social media, text messaging, and in-app marketing strategies, as well as email marketing.

For example, if your Valentine's Day promotion is via email, you can create a social media post or an in-app notification. This will ensure that users have a consistent experience and your offer is seen by a wider audience.

8. Find a Balance Between Informative and Promotional Emails

Many companies continue to send marketing emails to subscribers. People become bored with the repetitive emails and lose interest. People will not open your emails anymore, which will impact the deliverability rate and reputation of the sender. You must also send informative emails.

Newsletters, product updates, and other emails that offer more than sales pitches and discounts should be created. Your emails must deliver value.

9. A/B Testing Will Return to the Agenda

A/B testing can be a powerful strategy to get more from your email strategy. This involves testing multiple versions of an email campaign and then finding the one that works best for you. Marketers will be able to test not only one-off campaigns but also their automated emails in 2023 and beyond.

10. Automation Will Become More Advanced Than Ever

Basic email automation is a well-established practice. Advanced email automation strategies will be the future. This will require complex workflows that will see marketers send a series of welcome emails, cart abandonment emails, and re-engagement emails. They will be more willing to use powerful CRM tools such as Marketo and Salesforce and enterprise-level ESPs.

11. When Crafting Emails, be Inclusive

Accessibility and inclusion will no longer be trendy words. These concepts will be taken seriously by marketing professionals who will incorporate them into their emails. They will take inclusivity into account, no matter if they choose stock photos or create images from scratch. Emails will be more accessible to a wider audience by catering to their cognitive and visual needs.

12. Email Videos Will be The Main Stage

As subscribers become more comfortable with video content, video email marketing will grow in popularity. This is ideal for event email marketing, SaaS, and B2B marketers who want to showcase their products.

13. Email Platforms will Allow For Seamless Integration With Third-Party Software.

Integrations between third-party tools such as Zapier, HubSpot, and other CRM platforms and ESPs will be seamless for ESPs and CRM platforms. These integrations will allow brands to organize their data and processes more effectively.

14. Emails With Long-Form Content Will be Back

Contrary to popular belief, long-form email content is still read by people if they find it valuable. Marketers will also use long-form email content for their newsletters or other communication channels based on the same insight.

Wrapping Up!

These trends show that 2023 will be a landmark year for email inboxes. Subscribers will be able to view a variety of interesting emails thanks to the emergence of breakthrough technologies such as AMP and BIMI.

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