In 2023, email marketing is expected to play a key role in uncertain economic times, as companies that maintain a healthy investment in marketing during a recession are more likely to outpace their competition. Open rates as a measure of email success will give way to more reliable email-tracking metrics, such as click-through rates, conversion rates, bounce rates, and unsubscribe rates. Hyper-segmentation and hyper-personalization will become the norm in email marketing, powered by zero-party data that users willingly share.
Email interactivity will be crucial for improving engagement, allowing recipients to take action without leaving the email. AI tools and features will assist in enhancing email marketing performance, from creating powerful subject lines to optimizing delivery times and refining email validation. Email verification at signup will become essential for maintaining deliverability and keeping email databases clean and engaged. Email security awareness will increase among senders and recipients to combat the rise in phishing attacks. Omnichannel communications will be vital for providing a consistent and aligned messaging experience across multiple channels. Lastly, customers will demand more brand authenticity in email communications, requiring personalized and recognizable messages. To succeed in email marketing in 2023, it’s important to adapt to these trends, experiment, and work with innovative tools and partners.