The email marketing landscape has been transformed by the COVID-19 pandemic, with customer preferences and behaviors changing significantly. To adapt to these changes, marketers need to make modifications to their email marketing strategies. This summary highlights nine key trends for email marketers in 2023 and beyond:
- Use an empathetic tone: It’s crucial to maintain a considerate and empathetic tone in emails, especially during challenging times. Marketers should review and optimize automated emails to align with changing circumstances and be open to pivoting messaging when necessary.
- Embrace agile email marketing: Traditional email marketing can be a slow process, so adopting an agile approach that focuses on educating users rather than just selling products or services is recommended. Agile email marketing emphasizes information, innovation, and inclusivity to achieve more effective results in less time.
- Invest in an omnichannel marketing approach: While email remains an effective channel, it’s important to complement it with other channels like social media marketing, in-app notifications, push notifications, and text messages. The goal is to provide a consistent and integrated experience for subscribers across multiple platforms.
- Focus on email automation: Email automation has become a best practice, particularly for the eCommerce industry. Automated workflows, such as welcome emails, product recommendations, cart abandonment, and browse abandonment emails, can significantly contribute to conversion rates and faster business growth.
- Incorporate BIMI (Brand Indicators for Message Identification): BIMI is an effective approach to enhance brand credibility by displaying the brand logo alongside email messages in the inbox. Implementing BIMI helps build trust, protects against phishing attempts, boosts visibility, and improves email deliverability rates, leading to higher conversion rates.
- Embrace AMP (Accelerated Mobile Pages) in emails: AMP technology enables users to take various actions directly within the email, such as adding events to calendars, RSVPing, booking tickets, or filling out contact forms. This enhances engagement and customer experience, allowing eCommerce stores to facilitate purchases directly from the email.
- Create Dark Mode compatible emails: As Dark Mode becomes more popular, email marketers need to ensure their emails render well in both Dark Mode and light theme settings. Failing to do so may trigger spam filters or result in a poor subscriber experience, leading to disengagement.
- Make visually appealing emails: Marketers are increasingly investing in visually appealing HTML emails, incorporating images, GIFs, cinemagraphs, embedded videos, animated illustrations, gradients, and monochromatic designs. Creativity and out-of-the-box thinking should be balanced with what resonates best with the target audience.
- Prioritize A/B testing: With shifting customer preferences, A/B testing is more important than ever. Testing different elements such as subject lines, tone, visuals, and CTAs can help identify what resonates with subscribers. Marketers should conduct A/B tests with similar segments and preferences, sending the winning variant to the remaining subscribers.
These trends provide a concise guide to the evolving landscape of email marketing in 2023 and beyond. Marketers can refer to the original infographic created by Email Uplers for a more detailed account of these trends.
https://www.mailmunch.com/blog/trends-that-will-shape-the-realms-of-email-marketing