Email marketing trends are constantly evolving. This digital marketing channel is arguably one of the most effective platforms brands can use to engage with their audience. Any customer who signs up for your marketing communications is already slightly interested in what your brand offers. Every email you send, once they’re on the file, is a tool that helps you persuade them to make a purchase, sign up for a service, or to shop with your brand.

However, if you aren’t always rethinking your email design trends, copy, and content – how can you be sure you’re getting the best email ROI? As a digital marketer, you’ll want to stay at the forefront of innovation to keep your customers engaged and coming back for more.

We’re here to walk you through a few email marketing trends for 2023 every marketer should consider incorporating in their email marketing strategy so you can stay competitive in the inbox.

Let’s dive in:

How Effective is Email Marketing?

It’s expected that for every $1 you spend on email marketing, you gain a return of $36. That means your email ROI is 3600%. This is significantly higher than the ROI of most other digital marketing channels. And your brand isn’t the only one taking advantage of the power of email marketing – your competitors are too. Over 69% of marketers use email marketing to distribute content to their audience.

As a marketer, you’ll want to always be open to revising your email marketing strategy for 2023 to meet the needs of your audience. This will ensure your email gets opened in the inbox and has the persuasive power to push consumers to shop for your brand, purchase, or take advantage of a discount.

4 Email Marketing Trends 2023

Email marketing trends come and go. As a marketer, you’ll want to stay ahead of the trends and stay open to improving your strategy to meet the changing needs of your audience.

Here are four email marketing trends on our radar for 2023 and beyond.

1. Personalization & Segmentation

This email marketing trend isn’t new, but it is crucial to your email marketing strategy for 2023. Brands can no longer throw together a last-minute email and send it to the full file. Consumers want a more personalized experience. When they open your email, they want to see items that appeal to their interests and the products they were already shopping for.

For example, if you own a sporting goods company, you wouldn’t want to send content about soccer to customers that always shop for baseball gear, would you? To ensure you get the best email ROI, you’ll want to segment your sends based on customer shopping habits, age, location, and interests. A great way to do this is to set up retargeting campaigns, abandoned cart workflows, or create emails that are tied to a landing page view.

You’ll also want to add a personalized touch to your emails. A recent survey showed that over 72% of consumers will only engage with an email that has personalization. To ensure you’re grabbing the attention of your entire audience, you’ll want to add a few instances of personalization in the subject line or the body of your email.

2. Utilizing Artificial Intelligence

Artificial intelligence is changing the way we work – for the better. It’s an invaluable tool that can help you brainstorm when you’re in a creative rut or need to brainstorm new subject lines for your email marketing strategy. While the power of artificial intelligence continues to grow, you risk falling behind if you aren’t at least experimenting with some of the digital marketing tools already available.

Email marketers can use artificial intelligence to help them create subject lines and CTAs, or optimize their campaigns. This will help you creatively revamp your strategy.

No, artificial intelligence isn’t replacing your email marketing anytime soon. However, it will dramatically change your workweek and help each team member streamline productivity. Don’t be afraid to start introducing these tools in the workplace and look for unique ways you can use them and streamline processes or creative thinking.

3. Optimizing Content For Mobile Devices

Did you know over 43% of emails are opened from a mobile device? If your emails aren’t optimized for 43% of your audience, it could impact your unsubscribe rate and overall email ROI.

To ensure your content resonates with 100% of your audience, you must accommodate your email marketing designs for desktop and mobile devices. This is to ensure that the images and content you use are clear and concise on both devices and you don’t have any resizing issues. This may mean simplifying your email marketing designs to meet the needs of both audiences. With a more simplified approach, you can ensure that your emails are readily and eligible, no matter what device they are opened on.

4. Taking Advantage of Automation Tools

If you’re still manually scheduling your customer journeys, re-engagement campaigns, and win-back emails – you’re wasting time during your workweek.  There are many automation tools that can help you streamline your email scheduling and help you be more strategic with your sends. With data on customer behavior and interests, you can streamline your scheduling and ensure your customers are engaged at every point of the customer journey, 24/7.

To get started, you’ll want to set up automated workflows and customer journeys that align with your customer’s behaviors and actions. At the end of every month, quarter, or year you can measure the effectiveness of these initiatives and revise your strategy to make more data-driven decisions that align with your customer’s needs.

Take Your 2023 Email Marketing Strategy to The Next Level

Email is essential to every digital marketing strategy. If you want to keep your brand top of mind, you need to be strategic with your content strategy and send emails that will persuade your customers to purchase a product or book a service.

At Kanbar Digital, we’re here to help you rethink your approach to email marketing. Our team can help you come to the table with innovative ways to engage and fresh new ideas – so you can ensure your emails don’t go unnoticed in the inbox.

Contact us today to learn more about our email marketing services.

FAQs about Email Marketing

Why is email marketing important in 2023?

Email marketing is one of the best ways to engage with an already engaged audience. Every email you send provides meaningful insight into your customer’s behaviors. You can use KPIs like open rate, click-through rate, and list growth rate to understand how engaged your audience is with your brand and find new opportunities to scale your business.

Email marketing is also one of the best tools you can use to increase your customer lifetime value and keep your audience informed on new products, features, and more.

What is the future trend in email marketing?

As artificial intelligence becomes more advanced, companies are sure to lean on these tools to streamline the email creation process, brainstorm new ideas, and look for new opportunities. While AI won’t replace your marketing team, it can help them be more strategic with content creation, A/B testing, and more.

What is the end goal of email marketing?

The end goal of email marketing is to educate, inform, and increase brand awareness. Sending emails regularly ensures you can maintain a positive relationship with your target audience and your brand’s messaging and offerings are always top of mind. 

Your end goal may vary depending on your KPIs, industry, and type of business. When developing an email marketing strategy, you’ll want to set KPIs and define a goal for your brand.

What is the most essential thing in email marketing?

The most essential part of any email is the subject line. If your subject line doesn’t stand out in the inbox, your customers will never open the email. To ensure you have the best subject line, you’ll want to A/B test options, use AI tools for brainstorming, and to think outside of the box.

What are the 3 main steps in a successful email marketing strategy?

The three steps you need to take to create a successful email marketing strategy are to define your audience, set your goals, and create your content. If you don’t start by defining your audience, you won’t have a clear understanding of your goals or the content you should be creating.

Once you have a clear idea of these three steps, you can start playing with segmentation, personalization, different scheduling cadences, and more.