Top 12 Email Marketing Trends to Be Aware of in 2023
Emails are an essential part of any business’s marketing campaign. According to Statista, 269 billion emails were sent and received worldwide in 2017. That number is projected to be 347.3 billion in 2023.
While every company wants its audience to open its emails, respond to them, and initiate a positive next step, such a sequence is not easy to attain. For a variety of reasons, many emails are lost after entering the receiver’s mailbox.
Even when they receive attention, recipients often choose to ignore their emails, delete them, or unsubscribe from notifications entirely. Given these hurdles, businesses are left wondering which email marketing trends are most effective.
The field of email marketing has ample data and studies to learn from, but the best way to boost conversions is to stay up to date with current trends to learn the best practices for today’s audience.
Email Marketing Trends For 2023
Here are the 12 most important email marketing trends to look out for in 2023.
1. Keeping It Minimal
Keep your emails short and concise. People do not have time to browse through hundreds of words of content. Try to keep your word count between 50-125 words.
Within your email, empower your call to action and make it stand out, along with your main topic and subtopics. These things should be noticeable at a glance when someone opens your email.
Lists can be used as a way to attract the eye. You can also substitute words with a clickable picture, gif, or informational video.
2. Simplifying Design Processes
Streamlining your company’s email creation and dispersion processes is vital for peak efficiency. A successful email campaign requires attention to detail, careful planning, and the flexibility to make optimizations where needed.
One way to streamline your campaign is using Email Marketing Software, which creates, designs, and shares emails with your target audience. Also, you can use an SPF record checker to make sure that your emails are authenticated and delivered to your target audience’s inbox.
These sophisticated solutions drastically simplify the development timeline by eliminating manual processes that often delay delivering emails to your target audience.
3. Improving User-Generated Content
User-generated content is an established way to make emails more personal and engaging. Such content goes hand-in-hand with successful email marketing campaigns, especially when customer reviews are included in an email.
Here’s an example of American Eagle using user-generated content in an email.
4. Increasing Interactivity
Whether it’s an image carousel, integrated tabs within an email, or anything clickable, interactive components elevate an email campaign’s potential for success. In fact, interactive emails generate a 73% increase in click-to-open rates.
Going into 2023, more and more emails will contain videos and other interactive content, and all signs point toward these email marketing trends continuing to gain momentum. As emails improve at entertaining consumers, it will become easier for companies to engage with their audience.
QR Codes can also be included in direct mail advertisements that lead recipients to the company’s website or social media pages. This can help companies measure the success of their direct mail campaigns and drive more online engagement. These codes can be easily generated using any of these best QR code generators.
5. Generating AMP-ed Up Emails
Tied into interactive components is the use of Accelerated Mobile Pages (or AMP). This technology, introduced by Google in 2016, makes it possible to add purchase buttons, accordions (a feature that shortens the length of the email layout), and other interactive elements directly into emails.
AMP continues to add more in-email capabilities each year, so incorporating this as one of your email marketing trends will help give your audience an engaging and interactive customer experience.
6. Omnichannel Approach
When customers need to receive information about their shopping experience, companies might want to take advantage of more than one channel of communication. The omnichannel approach to marketing uses multiple forms of notifications to alert consumers. These forms of communication can include emails, texts, push notifications, in-app messages, and more.
Some customers rarely check their text messages, while others disable their in-app notifications. Using multiple channels helps inform customers regardless of their settings. Despite the effectiveness of this approach, it should be used with caution. Customers do not enjoy receiving an abundance of notifications, so it is best to use this approach sparingly.
While this form of marketing might not be ideal for weekly notifications or advertisements, it excels at communicating important information to customers that they might otherwise miss.
7. Enhancing Copy
Concise, high-quality copy is essential for successful email marketing, now and especially in the future. This email marketing trend is likely to remain relevant well beyond 2023.
Over time, consumers have improved at identifying insincerity online. In addition, many consumers exhibit short attention spans. That’s why uninteresting and unengaging copy is quickly overlooked.
To keep audiences engaged, companies should aim to write meaningful email copy that tells a story, connects to the reader, and provides reasons for consumers to remain interested.
8. Utilizing Artificial Intelligence
The amount of data about email marketing trends surges every day, and marketers can use this wealth of information as insight into consumer behaviors, desires, and more.
While one person cannot sort through and gather information from millions of data points, artificial intelligence (AI) software is optimized for that specific task.
Analyzing data, AI identifies correlations, determines optimal dispatch times, predicts subscriber actions, and forecasts trends. As more innovative implementations of AI are being developed, the use of AI within email campaigns is steadily increasing.
9. Expanding Automation
Alongside AI is automation. While this is not the newest of these email marketing trends, automation is growing and becoming progressively more important in email marketing campaigns, especially since the rise of using automation designed to react to user behaviors.
A prime example of this is the automatically-generated newsletter. Using customer actions, such as a purchase or a registration, as a trigger, companies are able to follow users along every step of their omnichannel customer journeys.
What the company learns can then be used to generate a personalized newsletter, which the customer interprets as a friendly and positive reaction from the company in real-time.
10. Greater Use of Empathy
When communicating with customers, it is important for messages to convey empathy and care toward their audience. Advertisements can reach consumers at any point in their lives, and a poorly-worded message could possibly upset someone during a difficult time. Likewise, a positive message can improve the mood of a struggling customer.
Expressing gratitude towards customers and giving to those in need are excellent ways a company can convey empathy to its target audience. Even if a consumer prefers the quality of one brand over another, they might prefer to buy from the company they feel is doing more to give back to others.
Whether customers are happy or upset, marketing that uses an empathetic attitude can help improve their mood while boosting the potential for sales. So, add empathy to your list of email marketing trends to follow from now on.
11. Customer Appreciation Emails
Another best email marketing trend is to show your customers that you are thankful for their loyalty to your brand is an important way of building a connection. One of the best ways to express gratitude is through appreciation emails.
The pandemic of 2020 reshaped the way we look at marketing as customers living in quarantine become more reliant upon the internet for their daily shopping needs. Unlike in-person shopping, online shopping takes place entirely on a customer’s electronic device.
Because of this, sellers rarely have an opportunity to build a relationship with their customers. A personalized appreciation email can bridge this gap while taking advantage of online shopping’s unique benefits.
As a token of your appreciation, you can send your customers free gifts or discounts for your products and services. Taking extra steps to make customers feel special will often leave a positive impression and may help strengthen your connection.
Here is an example of a customer appreciation email from Abercrombie & Fitch:
You can send an appreciation email whenever you want, but here are some excellent opportunities you can use to thank your customers:
- Following a customer purchase
- When a customer subscribes to your email list
- On a customer’s birthday
- Following a big company accomplishment
- Celebrating a company anniversary
- When a customer attends a company event
12. Boosting Privacy
The last of our email marketing trends for 2023 is increasing the protection of consumers’ personal information. Data security is crucial, as many customers will only purchase from brands they trust. To reassure them, companies must improve their customer data usage practices and and utilize consent management software to manage and keep track of the data they collect.
This goes beyond complying with the standards set in the 2018 General Data Protection Regulation. Augmenting consent layers and remaining as transparent as possible is vital for companies to gain and keep consumers’ trust.
Focusing On The Consumer And On The Future
Optimizing content and paying attention to developing trends and best practices are essential to creating a cohesive, trustworthy, and effective customer-centered experience. For 2023, businesses working towards staying competitive should consider implementing AI, employing emerging tech capabilities, and standardizing their practices.
Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing agency. He has helped startups, middle-market firms, and Fortune 500 companies improve organizational structure and grow through his expertise in process conception, task automation, technology, and internal project management.
What Exactly Is Email Marketing?
Email marketing is a promotional strategy in which businesses inform clients on your email list about new products, promotions, and other services. It is a persuasive tactic to inform your audience of the benefits of your brand or keep them interested in your content.
What Are The Fundamental Rules Of Email Marketing?
Your email should be well-structured, simple to read, and grammatically correct. People will notice if you misspell words in your emails, which might damage your credibility and reputation. Be careful when using acronyms, italicizing, bolding, and underlining, and avoid using informal font styles.
Should You Use Gmail For Email Marketing?
For small businesses with controlled email lists, Gmail is a fantastic option for email marketing. Additionally, when you use free email marketing solutions like the add-on and Gmail, your email marketing will reach new heights.