Email Marketing Trends 2023

Email marketing is an essential part of any digital marketing strategy. It is a cost-effective way to reach a large audience and can be used to build relationships with customers, drive traffic to websites, and increase sales. As we move through 2023, there are several email marketing trends that businesses should be aware of to stay ahead of the competition. Having researched a number of industry leading sources (linked to in the article), we will discuss some of the most important email marketing trends for 2023.

General Email Marketing Statistics
Before diving into the specific trends, it is important to understand some general email marketing statistics for 2023. According to1, some of the highlights include:

  • There are 4 billion daily email users.
  • 37% of brands are increasing their email budget.
  • A majority of marketers using email leverage mobile-friendly emails as part of their marketing strategy.
  • Subscriber segmentation is the most effective email marketing campaign strategy.
  • 33% of marketers send weekly emails and 26% send emails multiple times per month.
  • 77% of marketers have seen an increase in email engagement over the last 12 months.
  • Smartphone users prefer to receive brand communications via email.
  • Almost half of marketers report changing their email performance measurements as a result of Apple’s Mail Privacy Protection changes.
  • Testing your emails leads to higher ROI.

Email Marketing Trends for 2023
Based on the search results, here are some of the most important email marketing trends for 2023:

  1. Hyper-personalised emails:
    Personalised emails are no longer enough. In 2023, hyper-personalised emails will be necessary to bring in conversions2.This means going beyond simply using the recipient’s name and instead using data to create highly targeted and relevant emails.
  2. Interactive emails:
    Interactive emails are becoming more popular and can help increase engagement and conversions. Examples of interactive emails include quizzes, surveys, and polls2
  3. AI-powered email marketing:
    Artificial intelligence (AI) is being used more frequently in email marketing to automate tasks such as segmentation, personalisation, and testing. This can help save time and improve the effectiveness of email campaigns1
  4. Mobile optimisation:
    With the majority of email users accessing their emails on mobile devices, it is essential to optimise emails for mobile. This includes using responsive design, short subject lines, and concise content1
  5. Video in emails:
    Video is becoming more popular in email marketing and can help increase engagement and conversions. However, it is important to keep videos short and to the point2
  6. User-generated content:
    User-generated content (UGC) is content created by customers, such as reviews or social media posts. Including UGC in emails can help build trust and increase engagement3
  7. Email automation:
    Email automation involves sending triggered emails based on specific actions or behaviours, such as abandoned cart emails or welcome emails. This can help improve the customer experience and increase conversions4
  8. Accessibility:
    Accessibility is becoming more important in email marketing, with businesses focusing on making their emails accessible to people with disabilities. This includes using alt text for images and ensuring that emails are compatible with screen readers2
  9. Privacy and security:
    With the increasing focus on privacy and security, it is important for businesses to ensure that their email marketing practices are compliant with regulations such as GDPR and CCPA. This includes obtaining consent from subscribers and providing an easy way to unsubscribe5
  10. Growing email lists:
    Growing an email list is essential for successful email marketing. Businesses can do this by offering incentives for signing up, such as discounts or exclusive content, and by partnering with influencers to promote their email list3
  11. Storytelling:
    Storytelling is becoming more important in email marketing, with businesses using stories to connect with customers and build relationships. This can include sharing customer success stories or behind-the-scenes glimpses of the business2
  12. Personal branding:
    Personal branding is becoming more important in email marketing, with businesses using the personal brand of their CEO or other executives to build trust and credibility with customer6
  13. Dark Mode Compatible Emails: 
    Dark mode is becoming increasingly popular, and businesses will need to ensure their emails are compatible with this feature. This will ensure that emails are easy to read and visually appealing, regardless of the subscriber’s device settings.7

    In conclusion, email marketing is constantly evolving, and it is important for businesses to stay up to date with the latest trends to stay ahead of the competition. In 2023, hyper-personalisation, interactivity, AI, mobile optimisation, video, UGC, automation, accessibility, privacy and security, growing email lists, storytelling, and personal branding are all important trends to keep in mind. By incorporating these trends into their email marketing strategies, businesses can improve engagement, build relationships with customers, and increase conversions.



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