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Email marketing continues to be an essential tool for businesses looking to connect with their customers, promote their products and services, and capture attention. In fact, 89% of marketers consider email marketing as their primary strategy, and the global email marketing market is projected to reach $17.9 billion by 2027. To stay ahead in this competitive landscape, it’s crucial to stay updated with the latest trends and adapt your email marketing strategy accordingly. In this article, we will discuss the key email marketing trends for 2023 that you need to know.
Trend 1: A Focus on Privacy
The General Data Protection Regulation (GDPR) legislation introduced in 2018 redefined the world of email marketing by emphasizing the importance of privacy. It made practices like cold emailing and email list building illegal, forcing businesses to rethink their data collection methods. In response to increased consumer sensitivity, it is essential to ask leads to fill out a short questionnaire about their email preferences. This not only adds more segments to your subscriber database but also helps you understand your subscribers’ wants and deliver what they expect.
Trend 2: Opening Rates Aren’t the Main KPI
With the release of iOS 15 and other Apple updates, email marketers face challenges in accurately tracking open rates. Apple’s Mail Privacy Protection (MPP) feature prevents senders from using invisible pixels to collect information about users, making it difficult to determine when and where users open emails. As a result, relying solely on open rates as a key performance indicator (KPI) may not provide accurate insights. Instead, focus on metrics like click-through rate, conversion rate, bounce rate, and list growth rate to measure the success of your email campaigns.
Trend 3: Hyper-Personalization
In an increasingly competitive email landscape, personalization plays a crucial role in capturing subscribers’ attention. Personalized emails have been shown to improve open rates, click-through rates, and conversions. Failing to personalize emails can lead to negative customer actions, such as automatic deletion, unsubscribing, or categorizing emails as junk. To keep subscribers engaged, segment your audiences and tailor promotions and messaging to those segments. Use trigger emails based on subscriber behavior and recommend products or content based on individual preferences.
Trend 4: Focusing on Mobile
Mobile devices have become the primary platform for email consumption, with 81% of emails being opened on mobile devices. To ensure your emails are effective, it’s crucial to optimize them for smaller screens. Make sure your designs are mobile-responsive, write concise emails that get to the point, and include clear calls-to-action (CTAs) with big buttons. Keeping your emails clutter-free and considering the amount of copy you include can significantly impact click-through rates and conversions.
Trend 5: Email Marketing Automation
Email marketing automation allows you to design and schedule emails based on specific subscriber actions, creating a personalized and friendly experience. Automated email campaigns, also known as drip campaigns, have been shown to generate 320% more revenue than non-automated emails. You can automate your emails using templates and drip campaigns provided by your email marketing tool, automate list scrubbing to ensure data accuracy, send automated transactional emails, and automate your onboarding process with a drip campaign.
Trend 6: Interactive Emails
Interactive emails are a great way to enhance customer engagement and keep them interested in your content. With interactive elements, such as rollover effects, animated buttons, image carousels, and surveys, you can create eye-catching and engaging emails that encourage interaction and increase the likelihood of conversion. However, implementing interactive elements may require technical expertise or the use of tools like Klayvio or Freshinbox.
Trend 7: Rethinking Your Email Design
Reconsidering your email design is a hot trend in email marketing. Dark mode, introduced by Apple in 2018, has become popular among users, and integrating dark mode options into your emails can provide a consistent user experience. Dynamic gifs and animated collaging can add a touch of creativity, but it’s important to use them wisely. Minimalism is also key, as subscribers prefer short and concise emails that focus on a single topic or “ask” per email.
In conclusion, email marketing remains a powerful tool for businesses to connect with customers and drive conversions. By embracing these email marketing trends for 2023, such as focusing on privacy, reevaluating KPIs, hyper-personalization, mobile optimization, email automation, interactive elements, and rethinking email design, you can stay ahead of the competition and achieve success in your email marketing campaigns. Stay updated with the latest email marketing trends throughout the year by subscribing to our weekly digital marketing newsletter at https://www.scrollreads.com/.
