4 Essential Email Marketing Trends for 2023

Surveys say almost half of all marketers consider email marketing the most effective tactic for lead generation. It can be a powerful tool when used to the best of its ability, leveraging some of the latest trends. So, what are some of these email marketing trends you can use to boost your outreach and gain more leads?

The following list of email marketing tips should help you discover ways to use your emails in new ways. Use the following advice to allow your business to bring in new customers by appealing to their interests in new and novel ways.

1. Extreme Personalization

One of the many benefits of email marketing is how easy it is to send off several messages while having unique information in each one. These emails should have different data in them as set by what you understand about each recipient.

These changes could have any scope. They could include:

• Changing the name of the person receiving the email
• Showing personalized deals based on previous orders
• Displaying localized information about their local area’s supplier
• Use the individual’s browsing history to show items they were interested in before
• Display an open cart if they have one and offer a deal on it
• Send emails related to the user’s journey, such as welcome emails
• Suggest the emails are from an iconic individual, such as a CEO
• Incorporate important anniversaries, such as birthdays

The scope of this personalization depends wholly on the amount of information you have on your potential customers. As such, you should make sure you get as much data as you can when they sign up for newsletters.

Another important aspect of personalized emails is keeping them light. Even if you direct them to an individual, they can sometimes appear to be a bit dry. If you aim at non-professional customers, try to use humor or be relevant to current events to humanize them.

2. AI-Generated Emails

It can sometimes be a lot of work to both write and send each email you want users to receive. Curating each of these can really eat into the time you should instead spend on the rest of your work. Instead of doing this, you could investigate AI-generated emails instead.

Artificial intelligence has become more popular in all different types of marketing in recent years. While there is still a reluctance to offer much of the job to an algorithm, it can help to allow you to do more with the time you have.

Examples of places an AI can work to create content for emails includes:

• Automatic generation of personalized elements (see above)
• Detection of which email campaigns are more impactful
• Developing a list of product recommendations to pass out to customers
• Dynamic creation of subject lines
• Curation of email address lists and customer data collection
• Suggestions for email topics and content, which you can then edit

Each of the above is useful on its own. When you have all these aspects working together, you start to speed up every part of your working process.

3. Email Automation

When growing a business, you cannot always be at your desk, ready to send the next email to a customer. So, sometimes you need to ensure the email arrives regardless of what you are doing on that day. To help this, you could employ an email automation process to send the next email in a chain.

Of course, this does not need to be a direct chain of events your system sends one after the other. You can instead create dynamic emails which change depending on customer actions.

This technique, often called “drip marketing”, can often encourage clients or customers to engage more often.

So, as an example, if you have a customer who has only bought one item, you want to start a new customer chain. This will recommend new things to them to remind them of the offer they got before and what else they bought.

If the customer then buys something else, you can add them to a “returning customer” drip campaign encouraging them to shop around more. Although if they add a product to their checkout but do not buy it, sending them emails reminding them of their full basket might be a better idea.

Once each chain ends, the system then assesses the customer once more. It puts them into a new email chain based on what they have done and continues to do so with each interaction.

4. Interactive Emails

People have been able to create interactive emails for quite some time, although this ability has only increased over time. These are a few of the things you could add to your campaign:

Dynamic CTA buttons: Instead of a piece of static text for your call to action, consider using a large obvious button. This could even animate to draw attention to it.

Mouseover animation: When the user places their cursor over areas of the screen, such as product listings, it could show alternate forms of the product. Or, if the offering is a service, it could run a slideshow of photos.

Surveys: If you need more information from users, you could create a poll and place it in the email. One-click responses could encourage more people to interact with the email, sending them to your site.

Accordioning: If you want to offer a lot of information about a specific part of your offering, you might not want to show it all to customers at once. Instead, consider accordioning sections of the email, then expanding them should the user choose to do so.

Let Us Handle Email Marketing Trends

With the above advice, you should be well on your way to making a campaign leveraging good email marketing trends. Though, this can still be a lot of work, especially for a small organization.

Instead, you might want to consider hiring the expertise of email marketing services. We can help you get on track to communicating with all your customers. All you need to do is send us an email and we can get you started with promoting your business today.