Email marketing has forever challenged its critics in continuing to give a variety of advantages to advertisers, from building trust to providing the most prominent ROIs of any marketing channel available today.
Confronted with the blasting prevalence of social media and search, email, despite everything, presents a particular set of advantages that other media streams battle to provide.
Yet, there are other advancements that you should be set up for and some email marketing trends in 2024 that should be considered for better email marketing.
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7 email marketing trends for 2024
Here are some notable trends in email marketing you should watch out for in 2024 and incorporate into your email marketing strategy for better results.
1. Interactive content inside emails
Interactive emails have been rising in popularity, and we expect marketers to use interactive elements inside the email content.
An interactive email contains dynamic content like forms, accordions, carousels, calendars, etc., that allow a website like an experience inside the inbox. Such elements help reduce the friction in the sales funnel, increasing conversions.
If that doesn't interest you enough, you can also send emails with games inside it and gain customer engagement. Email gamification is a way to keep email subscribers engaged and even increase conversion rates.
2. Data protection and privacy
Data protection and privacy are among the most important considerations in email marketing, especially given the increasing focus on regulations like GDPR (General Data Protection Regulation). More and more people are becoming aware of businesses tracking and stealing customer data to get more sales by pushing ads to them. A best practice would be to not ask for too much information. Rather, ask for information that is useful and not more than you need. Cold emails are a good strategy to generate leads, but you must not take advantage of the data you have received.
Your email recipients are smarter than you know. Provide the needful data security and privacy of the information you have received (with consent) so your users are not suspicious of you.
3. Super-personalized email campaigns
Personalized emails have become a necessity among marketers as 33% say it will be the most crucial thing in marketing in the coming years. - AdAge.
As we approach 2024, my key piece of advice for email marketers is to focus on personalization and segmentation. Data shows that emails tailored to individual preferences and behaviors can increase open rates by up to 26%. Use analytics to understand your audience's interests and tailor your content accordingly.
- Sami Ahmad, UppercutSEO
Hence, there is no doubt that you should include email personalization in your emails.
Read our guide to know in detail: An Ultimate Guide to Creating Personalized Emails
4. Bold colors
Minimalism and neutral colors have been a consistent trend for the past few years. But, marketers have been experimenting with bold colors in their emails.
If you want to try out this trend and are unsure where to start, check out Pantone's report for spring-summer 2022. It'll give you an idea of what colors brands might use next year, and think of ways to align them with your brand identity creatively.
For example, The Caker has used colors like Pantone Spun Sugar and their signature photography to keep up with the email trends while not straying from their brand identity
When using such colors, make sure to test your emails for dark mode so that the color won't look too jarring against a black background.
5. The emergence of artificial intelligence (AI)
AI has been rising in all technological fields over the past few years and has become one of the biggest email marketing trends. In email marketing, AI can help with the following things:
- Write marketing content like a copy, subject lines, and CTAs based on performance data
- Analyze data points to create a well-crafted email campaign
- Identify trends and create tailored content that is more personalized for your audience.
- Shorten your campaign creation time.
- Analyze customer behavior and understand what they expect from you.
- Restructuring your marketing campaign to be efficient.
- Clean email list
For example, Mailmodo's email subject line generator can help you write compelling email subject lines in an instant.
6. Rising trends of brand newsletters
Newsletters have always been there and will continue to be a big part of email campaigns. Newsletters help brands convey stories industry news, offer valuable insights, and much more.
And it doesn't have to be those long, boring paragraphs that are often associated with the word newsletters.
For example, Nisolo used images to break up the copy, making it easier to read.
If you want to spice your newsletters further, you can use animated GIFs, videos, or infographics to highlight information. And, you can go a step further to create specific newsletters customized for different audiences based on their interests.
Struggling to find newsletter ideas? Read our guide on 12 trending newsletter ideas to boost engagement.
7. Open rate no longer reliable
Apple has recently released a new feature - Mail privacy protection, to offer privacy to its users. The new update says,
"In the Mail app, Mail Privacy Protection (MPP) stops senders from using invisible pixels to collect personal information about the user. The new feature helps users prevent senders from knowing when they open an email and masks their IP address so it can't be linked to other online activity or used to determine their location."
It means that Apple will preload the content of your email. As a result, tracking pixels will not give you accurate open data. Instead, it will reflect inflated opens from Apple Mail users.
To know in detail, read our guide - How Apple MPP will affect email marketers.
8. User-generated content in emails
User-generated content is any relevant content made by your users that you can showcase in your emails. UGC includes - testimonials, reviews, feedback, and case studies. Including such content helps you develop trust and credibility, especially among new and potential customers.
The future of email marketing
So, those were our seven picks for 2024 that you can use in your next email campaign. Besides, we have also listed the email design trends that will dominate the industry in 2024. Have a look at it to bring creativity to your email design.
At last, it's impossible to tell what changes will happen in the following 5, 10, or 20 years. But, one thing is without a doubt - the eventual fate of email is solid, and that's the core belief behind Mailmodo's vision.
