Competition in email marketing drives innovation and requires constant adaptation to stay up-to-date with trends. In 2023, there are several key trends to consider:
- Focus on privacy: Data privacy and protection are crucial in email marketing, with regulations like GDPR shaping the rules for cold emailing and mailing list building. Providing subscribers with options to control their preferences and unsubscribe improves data privacy and enhances email marketing performance.
- Shift away from open rates as a key performance metric: Apple’s Mail Privacy Protection (MPP) feature in iOS 15 and other updates prevent senders from using invisible pixels to track email opens, making open rates less reliable. Marketers need to find alternative metrics to track engagement or focus on open rates for Android and PC users while assuming a larger margin of error for Apple users.
- Hyper-personalization: Complete personalization of user experience is essential for email marketing success. Lack of personalization leads to negative actions from customers, such as deleting, unsubscribing, or categorizing emails as spam. Tailoring messages, recommending products or content, and sending triggered emails based on visitor behavior can improve results.
- Utilizing artificial intelligence (AI): AI can optimize email marketing efforts by providing more data about customers, enabling personalized emails, optimizing campaigns, cleaning up email lists, and assisting in building mailing lists.
- Email marketing automation: Automation ensures consistent communication and gives customers a sense of control over their inbox. Drip email campaigns, which send out emails based on user actions, tend to perform better than regular campaigns. Automating processes like mailing list management, transactional emails, onboarding, and lead nurturing can generate more revenue.
- User-generated content (UGC): Incorporating UGC in email marketing campaigns can promote conversion, as consumers value reviews and ratings from other users when making purchasing decisions. UGC can also supplement content needs in email campaigns.
- Interactive emails: Interactive elements like animated buttons, rollover effects, image carousels, accordion features, surveys, polls, and gamification enhance customer engagement and interaction.
- Email redesign: Design trends for 2023 include animated collaging, dark mode and neon, minimalism, and illustrated iconography. Optimizing emails for mobile devices is crucial, as a majority of people check emails using mobile devices.
Adopting these trends and staying ahead of the competition can lead to successful email marketing campaigns in 2023.
https://nethunt.com/blog/email-marketing-trends/