The article discusses the recent shifts and trends in email marketing based on Oracle Marketing Consulting’s fourth-annual Email Marketing Trends Survey. The survey evaluates the adoption and impact of 26 email marketing tactics and technologies and organizes them into adoption-impact quadrants. The highest impact trends include advanced performance analytics, modular email architecture, email personalization, email segmentation, and automation or triggered emails. Account-based marketing (ABM) showed the biggest increase in adoption, while dark mode optimization had the biggest increase in impact. AMP for email had the biggest decrease in adoption, and universal control groups (UCGs) suffered the biggest decrease in impact. The largest gap between adoption and impact was seen in AI-powered content and product recommendations. The article also provides insights on how brands can adapt to these trends and plan their email marketing strategies for 2023.
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