Email Marketing Trends to Watch in 2023: How to Stay Ahead of the Curve
As the digital marketing landscape continues to evolve, email marketing remains a key component of any successful marketing strategy. However, to stay ahead of the curve and stand out in an increasingly crowded inbox, it’s important to keep up with the latest email marketing trends and best practices.
In this post, we’ll explore nine email marketing trends to watch in 2023, including interactive emails, AI, dark mode, UGC, privacy and security, omnichannel marketing, accessibility, video, and AMP. Let’s dive in!
Interactive emails are becoming more popular as email marketers seek new ways to engage subscribers and stand out in the inbox. Interactive emails incorporate dynamic elements such as polls, quizzes, and games, which encourage subscribers to interact with the email beyond simply clicking a link.
The benefits of interactive emails are clear: increased engagement and click-through rates. By providing a more engaging experience, interactive emails can help drive higher conversion rates and increase customer loyalty.
To incorporate interactive elements into your email campaigns, consider using an email marketing platform that supports interactive content, such as gamification or live polls. Be sure to keep in mind the user experience, and avoid creating overly complex interactions that could confuse or frustrate subscribers.
Artificial Intelligence (AI) in Email Marketing
AI is revolutionizing email marketing, allowing brands to create highly personalized content and product recommendations based on subscriber behavior and preferences. AI-powered email marketing tools and platforms can help automate tasks such as list segmentation and email personalization, freeing up marketers to focus on higher-level strategy and creative tasks.
The benefits of using AI in email marketing include improved targeting, efficiency, and relevance. By delivering more personalized content, brands can increase engagement and drive higher conversion rates.
To incorporate AI into your email marketing strategy, consider using an AI-powered email marketing platform or integrating AI capabilities into your existing platform. Be sure to track the results of your campaigns and use data to continuously optimize your approach.
Dark Mode Emails
Dark mode is a display option that reverses the color scheme of an email or website, displaying white text on a dark background. As more devices and apps offer dark mode options, it’s becoming increasingly important for email marketers to design emails that look good in both light and dark modes.
The benefits of designing emails for dark mode include improved readability and reduced eye strain, particularly for subscribers who prefer to use dark mode on their devices.
To design emails that look good in both light and dark modes, consider using high-contrast color schemes, avoiding color combinations that are difficult to read in either mode, and using images and graphics with transparent backgrounds. Be sure to test your emails in both modes to ensure they display correctly.
User-Generated Content (UGC) in Emails
User-generated content (UGC) is content created by users, such as product reviews or social media posts, that can be incorporated into email campaigns for social proof and brand advocacy.
The benefits of using UGC in email marketing include increased authenticity and trust, as well as the ability to leverage existing content to drive engagement and conversions.
To incorporate UGC into your email campaigns, consider using a UGC platform that allows you to curate and display user-generated content in your emails. Be sure to obtain consent from users before using their content, and avoid using content that could be seen as offensive or inappropriate.
Privacy and Security in Email Marketing
Privacy and security are top concerns for consumers in the wake of data breaches and new regulations such as GDPR and CCPA. Email marketers must prioritize privacy and security to build trust with subscribers and avoid legal and reputational risks.
To prioritize privacy and security in your email marketing, use a secure email platform that complies with data privacy regulations, obtain consent from subscribers before collecting and using
their data, and provide clear and transparent communication about your data collection and usage practices. You can also use segmentation and personalization to ensure that subscribers receive only the content that is relevant and valuable to them.
Omnichannel Email Marketing
Omnichannel email marketing refers to the practice of using email in conjunction with other marketing channels, such as social media, SMS, and push notifications, to create a seamless and consistent customer experience across all touchpoints.
The benefits of using an omnichannel approach include increased customer engagement and loyalty, as well as the ability to reach subscribers on their preferred channels and devices.
To use email marketing in conjunction with other channels, consider using an email marketing platform that integrates with other marketing tools and platforms, and use data to personalize the content and timing of your messages across all channels.
Accessibility in Email Design
Accessibility is an important consideration for email marketers, as it ensures that all subscribers, including those with visual impairments or disabilities, can access and engage with your content.
To make your emails more accessible, use alt text for images, provide clear and concise text descriptions of videos and graphics, and use high-contrast color schemes and large, legible fonts. You can also use email testing tools and accessibility checkers to ensure that your emails are accessible to all subscribers.
Video in Email Marketing
Video is an increasingly popular and effective way to engage subscribers and convey information. Video can be used in email marketing for product demos, brand storytelling, and other types of content.
The benefits of using video in email marketing include increased engagement and conversions, as well as the ability to provide a more immersive and engaging experience for subscribers.
To incorporate video into your email campaigns, consider using animated GIFs or embedding videos with a fallback image for subscribers who cannot view the video. Keep in mind that some email clients do not support video playback, so be sure to test your emails thoroughly to ensure that they display correctly.
Interactive AMP Emails
AMP (Accelerated Mobile Pages) is a technology developed by Google that allows for more dynamic and interactive content on mobile devices. AMP emails use a subset of the AMP technology to provide more engaging and interactive experiences within the email itself, such as forms, image carousels, and more.
The benefits of using AMP for email include the ability to create more engaging and interactive experiences that can drive higher engagement and conversions.
To use AMP in your email campaigns, consider using an email marketing platform that supports AMP, or working with a developer to create AMP-enabled emails. Keep in mind that not all email clients support AMP, so be sure to test your emails thoroughly and provide fallback content for subscribers who cannot view the AMP content.
As we look ahead to 2023, it’s clear that email marketing will continue to evolve and adapt to new technologies and consumer preferences. By staying on top of the latest trends and best practices, email marketers can create more engaging and effective campaigns that drive higher engagement, conversions, and customer loyalty.
The trends we’ve explored in this post, including interactive emails, AI, dark mode, UGC, privacy and security, omnichannel marketing, accessibility, video, and AMP, offer exciting opportunities for email marketers to experiment with new approaches and find ways to stand out in the inbox.
We encourage you to explore these trends and find ways to incorporate them into your own email marketing strategies. By continually testing and optimizing your campaigns, you can stay ahead of the curve and drive success in your email marketing efforts.