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Top 6 Best Email Marketing Trends You Can’t Afford To Ignore in 2024

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Email marketing is a tried-and-true marketing channel that’s not going anywhere. But in 2024, it’s evolving to keep pace with changing consumer preferences and technological advancements. To stay ahead of the curve and maximize your ROI, you need to be aware of the hottest email marketing trends that will dominate the coming year.

Do you know?

In 2020, the worldwide market for email marketing reached a valuation of $7.5 billion. Projections indicate that this figure is expected to rise, reaching $17.9 billion by the year 2027. (Source: Statista)

1. Hyper-personalization

Gone are the days of generic “Dear Valued Customer” emails. Today’s recipients crave personalization that speaks directly to their needs and interests. This means segmenting your audience beyond demographics and delving into psychographics, purchase behavior, and even browsing history.

Approximately 77% of individuals are open to providing their email addresses, agreeing to share this information in return for a personalized experience and various incentives, according to a study.

Example: An e-commerce store sending a “We saw you 👀 at the #BiggestBeautySale deals 💖” email with recommended deals based on the items you’ve searched for.

Top 6 Best Email Marketing Trends You Can't Afford To Ignore in 2024

2. Interactive Emails: Beyond Static Content

2024’s email marketing is all about interactivity! So, instead of just using static content use GIFs, polls, quizzes, and other interactive content. They not only capture the recipient’s attention, but also encourage active participation. Brands embracing this trend, witness higher click-through rates and prolonged engagement, turning each email into a captivating experience.

Trust us, this immersive approach will definitely help you boost engagement and make your brand more memorable.

Top 6 Best Email Marketing Trends You Can't Afford To Ignore in 2024

Example: In this email, recipients look for the answer to “Can you guess where we are going?” by hovering over the clues. It’s a fun way to create an engaging experience inside the inbox with a fairly simple effect.

You can also create or built such hover and rollover effects to make an interactive email.

Wanna know, how? Click here.

3. AI Integration in Email Marketing

In 2023, artificial intelligence (AI) has become the star player, making its mark across various domains, including marketing and email marketing. Marketers are using generative AI to simplify tasks such as crafting subject lines, writing copy, and designing images. Those who grasp the effective use of AI tools are speeding up the creative process.

Advanced users of AI in marketing are enhancing their strategies for better targeting and engagement. The array of AI applications and email marketing capabilities is vast and expanding daily. If you’re just starting with AI, we recommend trying two tools for email marketing:

  1. ChatGPT or a similar chatbot for writing content– This AI quickly generates copy based on detailed prompts. Provide specific instructions about your brand, tone, and goals for the best results. Sometimes, the output may need adjustments through direct edits or by refining the instructions and looping back with ChatGPT.
  2. Canva Magic Studio for images– Canva is user-friendly, and adding the Magic Studio elevates your design capabilities. Simply describe your vision or upload media, and let AI handle the transformation.

Click here to know- What exactly the Magic Studio by Canva is!

For instance, with ChatGPT, you can input a prompt asking for a new product introduction email, and it will generate the content for you.

If you’re not already experimenting with AI, it’s time to start. We’re only at the beginning of its potential. Embrace its power now to be prepared for future revolutions in marketing.

Also Read: Best ChatGPT Prompts for Copywriters

4. Mobile Optimization: A Necessity, Not an Option

According to one global survey, 61% of people usually check their emails using a mobile device

Hence, mobile optimization is no longer a choice but a necessity. As the majority of users access their emails on mobile devices, businesses must prioritize responsive designs.

Neglecting this aspect could result in a bad user experience, leading to frustration and alienation among a significant portion of your audience. Always remember, frustration doesn’t lead to sales. 

So, to ensure a positive user experience, adopt a responsive design approach. This ensures that your emails look good and function well on any device, automatically adjusting to different screen sizes.

By doing so, you enhance accessibility and engagement, ultimately contributing to a more effective communication strategy.

Here are some best practices for enhancing both the mobile and desktop experience alike:

  1. Keep the copy short. People don’t like long stuff. Just one or two points.
  2. Make use of large fonts so that it’s easy to read. And use contrasting colors so that it should stand out.
  3. CTA Buttons need to be big and easy to find. Put them near the top quarter of the email.
  4. Instead of generic “click here” links, provide context. For instance, “Click to explore our holiday collection” offers clarity on what the link leads to.
  5. No emails with only pictures. It’s slow and might not show right.
  6. Test to check if emails look good. Fix anything that’s not right.

5. Email Marketing Automation

Email marketing automation is like having a personal assistant for your brand’s communication. It ensures that your messages to subscribers are consistent and smooth, giving customers a feeling of control over their inboxes. In a world bombarded with content, nobody wants irrelevant emails cluttering their space.

Imagine drip email campaigns as friendly nudges instead of overwhelming messages. These campaigns perform better because they’re triggered by specific user actions, delivering information in small, manageable ‘drips.’ This approach is not only efficient but also fosters a more pleasant interaction between you and your audience.

Did you know that automated emails can boost revenue by a whopping 320% compared to non-automated ones? (Source: Campaign Monitor)

That’s a game-changer for your business.

Here are some quick tips to supercharge your email game:

  1. Templates are your friends: Use email templates to create visually appealing and effective messages without the hassle.
  2. Keep it clean: Regularly scrub your mailing list to ensure you’re reaching the right audience and not wasting resources on inactive subscribers.
  3. Transactional magic: Set up automated transactional emails to keep your customers in the loop effortlessly.
  4. Onboard with ease: Welcome new customers seamlessly by automating the onboarding process through a series of friendly email drips.
  5. Nurture those leads: Let your leads blossom with automated email nurturing, guiding them smoothly through the sales journey.

To stay on top of things, let a dedicated CRM system be your right hand. It keeps you organized, providing a clear view of what’s happening in your sales pipelines. It’s like having a backstage pass to your business’s success!

Check out Hubspot’s Blog subscriber automation Email Examples

The first email is sent when a visitor subscribes to their blog

A few days later, they shared more content and articles in the second email of the sequence

Top 6 Best Email Marketing Trends You Can't Afford To Ignore in 2024

Here is the last email from the campaign

Top 6 Best Email Marketing Trends You Can't Afford To Ignore in 2024

So, based on the interaction of the contact with this email, the next emails and content can be optimized according to the preferences of the subscriber.

If we look closer at HubSpot email templates, we can see that the first is a basic welcome email. The second is providing blog posts on the topic of social media. However the third is about driving traffic.

The trick is if a contact reacts positively to the social media email, HubSpot can send social media-related offers to those contacts who are qualified based on the data collected from the automation campaign.

We would recommend you to use about 3-5 emails in a welcome campaign.

So, this is all about email automation.

6. User-generated content

According to a recent study, people now trust regular customers more than influencers when it comes to making purchasing decisions. The report revealed that 90% of those surveyed prefer content from fellow customers over influencers, and 81% claimed that influencers don’t impact their buying choices.

When we shop online, especially with unfamiliar brands, we often rely on customer reviews to guide our decisions. Real customers’ opinions and photos provide the reassurance we need before spending our hard-earned money.

If you have a collection of social proof, such as reviews on product pages or tags on social media posts, it’s time to give them more visibility. Take advantage of the current email marketing trend by incorporating user-generated content (UGC) into your newsletters and automated messages.

Include UGC strategically in your emails. For instance, if you’re launching a new product and have positive testimonials from early users, showcase them. If your welcome email series highlights a popular product line, enhance it by including social proof that emphasizes its value.

In summary, let your customers’ authentic experiences shine through in your marketing efforts, as their words and photos can significantly influence hesitant shoppers and build trust in your brand. It’s one of the most important email marketing trends of 2024.

By embracing these trends, you can craft email marketing campaigns that resonate with your audience, boost engagement, and drive results in 2024 and beyond. Remember, email marketing is a marathon, not a sprint. Be patient, experiment, and track your results to refine your strategy and stay ahead of the curve.

Q: What is hyper-personalization and why is it important?

A: Hyper-personalization is the practice of tailoring email content to the specific needs and interests of each recipient. This is done by collecting data about subscribers, such as their demographics, purchase history, and browsing behavior. This data is then used to segment your audience and send them emails that are more relevant to them. Hyper-personalization is important because it can lead to increased engagement, open rates, and click-through rates.

Q: What are some examples of interactive content that can be used in emails?

A: Many different types of interactive content can be used in emails, such as:

  • Polls and quizzes
  • GIFs and videos
  • Augmented reality (AR) experiences
  • Product demos and customer testimonials

Interactive content can help to boost engagement, make your emails more memorable, and encourage recipients to take action.

Q: What is AI-powered email marketing and how can it be used?

A: AI-powered email marketing tools can be used to personalize the sender experience for each subscriber. This means that the tone, language, and even humor of the email can be adapted based on the individual recipient. AI can also be used to optimize the timing of your emails and send them at the time when each recipient is most likely to open them.

Q: Why is mobile optimization crucial for email campaigns?

  • A: With the majority of users accessing emails on mobile devices, mobile optimization ensures a seamless and visually appealing experience, preventing content from being overlooked.

Q: What steps can businesses take to adopt sustainable email marketing practices?

  • A: Adopting green hosting, promoting paperless initiatives, and reducing carbon footprints associated with email campaigns are steps toward sustainable email marketing.

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