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Top 10 Email Marketing Trends to Be Aware of in 2023

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Emails are an essential part of any business’s marketing campaign. Every company wants its audience to open its emails, respond and initiate a positive next step, but we all know such a sequence takes work. Many emails are lost in the receiver’s mailbox. Some are ignored or deleted, and some are responded to with a curt “unsubscribe.” So, how can email campaigns achieve the best results?

Top-10-Email-Marketing-Trends
 

Although many tricks and tips exist in email marketing, the best way to boost conversions is to stay up to date with the current trends to learn what is working and what is not. Here are the ten most crucial email marketing trends for 2023.

Simplifying Design Processes

The first of the email marketing trends for 2023 is simplifying your design processes. It’s essential to stay organized while reaching out to your target audiences, so streamlining your company’s email creation and dispersion processes is vital for peak efficiency. One way to streamline is to utilize dynamic apps such as email builders that create, design, and share emails with your target audience. These solutions simplify the development timeline by eliminating many manual processes that delay getting those emails to your target audience.

Keeping It Minimal

The second of the email marketing trends for 2023 is keeping your emails short and sweet. People need more time to browse through 400 words of content, so keep it between 50-125 words.

Within your email, empower your call to action and make it stand out, along with your main topic and subtopics. If someone is glazing through your email, you want them to see these things. On the other hand, lists can attract the eye so that you can substitute words with a clickable picture, gif, or informational video.

Improving User-Generated Content

User-generated content is an established way to make emails more personal and engaging, and it’s the third on this list of email marketing trends for 2023. Customers want to know that others endorse a product or service, so adding customer reviews to an email can be effective. As its potential continues to advance in 2023, user-generated content applications are on track to make customer connections even more accessible.

Utilizing Artificial Intelligence

The amount of data about emails surges daily, and marketers can use this wealth of information to gain insight into consumer behaviors, desires, and more. However, people need help to sort through and understand millions of data points. Still, artificial intelligence (AI) software can make it the fourth of the email marketing trends for 2023 on this list. Analyzing big data, AI identifies correlations, determines the best dispatch times, predicts subscriber actions, and forecasts trends. AI’s possibilities seem endless, which is why using AI with email campaigns is steadily increasing.

Enhancing Copy

Concise, high-quality copy is the lifeblood of email marketing, now and especially in the future. Like some of the previous email marketing trends for 2023, expect this one to remain potent well beyond next year. Consumers have become much better at distinguishing insincerity online, and many consumers exhibit short attention spans, which is why uninteresting and unengaging copy is quickly overlooked.

Solution: Write meaningful email copy that tells a story, connects to the reader, and gives a reason to stick around.

Customer Appreciation Emails

Showing your customers appreciation for their loyalty to your brand is an important way of connecting with them. One of the best things you can do to express your thanks is to use appreciation emails. The pandemic of 2020 reshaped the way we look at marketing. As more and more quarantined people flocked to the internet for their daily shopping needs, many consumers began to favor e-commerce shopping over brick-and-mortar. As you know, shopping online is far different from shopping in a store in person because you interact entirely with machines.

Because of this, there needs to be a more authentic connection between the customer and the seller. A well-designed and even personalized appreciation email can bridge this gap. As a token of appreciation, you can send your customers gifts or discounts for your products/services. Making them feel special in this way will leave a positive impression and may help build and strengthen your connection.

You can send an appreciation email whenever you want, but here are some valuable opportunities you can use to thank your customers:

  • When a customer makes a purchase
  • When a customer subscribes to your email list
  • When a customer has a birthday
  • When a company has a significant accomplishment
  • When a company celebrates an anniversary
  • When a customer attends a company event

Increasing Interactivity

Interactive emails generate a 73% increase in click-to-open rates. Whether it’s an image carousel, integrated tabs within the email, or anything clickable, interactive components do wonders for an email campaign’s success. The goal of increasing interactivity is to engage customers better.

In the future, more and more emails will contain videos and other interactive content, and this trend, among the other email marketing trends for 2023, will continue to gain steam.

Generating AMP-ed Up Emails

Tied into interactive components is using 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, and it is one of the email marketing trends for 2023 that you will not want to miss out on. Incorporating AMP will be key to giving your audience the interactive experience they expect.

Expanding Automation

The ninth on this list of email marketing trends for 2023 is automation. While not new, automation is growing and becoming progressively more critical. This is especially true when designed to react to user behaviors. A prime example of this is the automatically generated newsletter. Companies can use customer actions, such as purchases or registration, to follow users along their customer journeys.

You can learn to generate a personalized newsletter, which the customer interprets as a friendly and positive reaction from the company in real time.

Boosting Privacy

The tenth on this list of email marketing trends for 2023 is boosting privacy. More than ever, as cybercrime increases and email accounts are flooded by unwanted spam, protecting consumers’ personal information is vital. Only some consumers trust that a brand will keep their data safe. To reassure them, companies must improve their customer data usage practices. This goes beyond complying with the standards set in the 2018 General Data Protection Regulation. Augmenting consent layers and remaining transparent is crucial for companies to gain and keep consumers’ trust.

Focusing on the Consumer and the Future

Email marketing is an essential component of a successful marketing mix, and it will continue to be so for many years to come. Optimizing content and staying abreast of the developing trends for 2023 is essential for creating a cohesive, trustworthy, and effective customer-centered experience. Next year, you must consider implementing AI, employing emerging tech capabilities, and standardizing practices to keep a competitive edge and get those clicks.

Author Bio: Aaron Wittersheim is Chief Operating Officer at Straight North, a Chicago SEO company. 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.



Last Updated : 21 Sep, 2023
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