Approximately four billion email users receive a staggering 306 billion emails daily, as reported by Statista. This equates to an average of 77 emails per user. Given these immense numbers, how do experts in email marketing ensure that their messages aren’t ignored or flagged as spam?
Let’s unveil their strategies, also known as best practices in email marketing, and their foundations. Here’s an overview of the leading email marketing trends for 2023.
#1 Nano Audience Segmentation
In the past, email marketers would categorize their audience based on basic demographics like age, gender, and location. However, today they have evolved significantly. Thanks to advancements in Customer Relationship Management (CRM) systems, which enhance data collection and tracking, specialists in email marketing now have broader access to consumer insights.
These insights are invaluable for honing your email marketing strategy, leading to nano-segmentation. Below are some of the benefits of nano-segmentation in email marketing:
- Elevated email open rates
- Reduced unsubscribe rates
- Increased demand generation
- Enhanced email deliverability
Tips for email marketing: To refine your targeting, segment your audience based on a combination of characteristics, from buyer personas to their stage in the sales funnel or past purchase history. If you haven’t already, consider investing in advanced CRM systems.
#2 Artificial Intelligence
Data forms the bedrock of modern email marketing. However, human capacity to process information is limited. This is where Artificial Intelligence (AI) steps in to bridge the gaps effectively. While AI can gather, track, and utilize a multitude of client data to enhance personalized email marketing campaigns, it should not supplant the human touch of your email marketing service.
For instance, best practices in email marketing with AI encompass:
- Crafting tailored mailing lists from numerous databases.
- Determining the optimal times to dispatch email campaigns.
- Updating customer information without manual sifting through data.
- Monitoring each valuable customer response.
Following a global survey of marketers in February 2022, Statista found that 32% of respondents were incorporating automation and artificial intelligence (AI) into their paid advertising efforts, all while personalizing messages in emails and offers.
Therefore, one of our email marketing tips is this: Instead of replacing people with technology, email marketing specialists should continue to leverage it to streamline their tasks and enhance user experience.
#3 User-Created Content
In the age of social media, everyone wants to voice their opinions. Thankfully, this results in valuable User-Generated Content (UGC) that specialists in email marketing can freely incorporate into their campaigns. Any original content created by an external individual about your company is considered UGC — a powerful form of social proof in today’s consumer landscape.
This invaluable resource comes in various forms, including:
- Posts on social media
- Blog posts
Among the multitude of email marketing concepts surrounding UGC, including customer testimonials for the products and services you’re promoting in your emails is a savvy move. This gives customers insight into what their peers think about your offerings.
To further the case for UGC, Shopify reveals that ads based on UGC enjoy a 400% higher click-through rate (CTR) than conventional ads. Including UGC in your emails sparks consumer interest and builds trust, thereby encouraging clicks. For instance, you could include a simple banner at the bottom of your email featuring a couple of reviews and a link to more on your website.
#4 Mobile Optimization
According to Adobe, a whopping 81% of individuals use smartphones to regularly check their emails. Yet, many businesses concentrate primarily on desktops and laptops, overlooking the countless mobile users. Therefore, keeping pace with the evolving email marketing ideas and mobile technology is imperative.
Consider the rise of dark mode, for example. Emails must be responsive to both dark and light modes without compromising essential elements, such as the company logo. Other factors to bear in mind are font choice and size. To assist you, here are some mobile-friendly email marketing best practices:
- Be mindful of your subject line’s length.
- Utilize pre-header text effectively.
- Be selective with the images you use.
- Ensure Calls-to-Action (CTAs) stand out.
- Allow space for easy reading and clicking.
- Test your emails on various mobile devices.
- Keep your messaging concise, but don’t shy away from injecting some brand personality.
Statista also reports that roughly 55% of global online traffic originates from smartphones. Hence, consider the aforementioned email marketing tips as a checklist prior to launching your campaign to guarantee your content is well-optimized.
#5 Email Marketing Regulations on Privacy
The email marketing trends of 2023 underscore the importance of safeguarding and respecting user data and rights. Consequently, requesting double-opt-ins is beneficial as it demonstrates that the user opting in is genuinely interested and eager to engage with you.
The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act impose restrictions on what businesses can do with customer data, granting users more control over their information. An indication of the changes implemented this year is the phasing out of third-party cookies and the introduction of Apple’s Mail Privacy Protection features. As a result, email marketing experts emphasize the need to reevaluate data collection and usage practices.
Here is a concise summary of GDPR’s email marketing laws or prerequisites:
- Lawful and transparent processing of personal data
- Limited purpose of data retention
- Data subject rights
- Handling of personal data breaches
- Privacy by design
- Data protection impact assessment (DPIA)
- Data transfers
- Data protection officer
- Awareness and training
Therefore, it’s crucial to inform users in order to foster consumer trust. You can either send a dedicated email or include a footnote in one of your campaigns, highlighting the security measures your company upholds for their privacy. Address aspects such as compliance with legislation, data collection and storage, website cookie preferences, and involvement of third parties. However, this might be complex for some. If that’s the case for you, consider collaborating with an email marketing agency to ensure you’ve covered all bases.
Previous studies have shown that retailers employing personalized email marketing services experienced a 142% surge in revenue, as per Bluecore. Additionally, another consumer survey revealed that 71% of shoppers feel frustrated when brands do not offer personalized shopping experiences, according to Twilio Segment.
Here are some concepts for personalization in email marketing:
- Using the recipient’s name is simple yet pivotal. Addressing customers by their names in emails makes the communication feel more personal and, consequently, more impactful.
- Personalized recommendations are crucial. In the era of platforms like Netflix and Spotify, customers appreciate brands that make informed suggestions. Brands or email marketers can discern the most suitable product recommendations by studying abandoned shopping carts, order history, and demographic data.
- Significant events present marketing opportunities. Personalized emails marking customer birthdays, subscriptions, membership milestones, or any holiday can provide an immediate morale boost. Accompany these personalized messages with exclusive discounts as a special token of appreciation.
The benefits of personalized emails in email marketing include higher returns, with 90% of U.S. shoppers finding personalized marketing appealing, as per Statista. In addition to email marketing, you may want to explore SMS marketing for time-sensitive and personalized notifications.
Leadshouse Email Marketing Experts: Your Next Pinnacle Email Marketing Strategy
In summary, the email marketing trends of 2023 shine a spotlight on nano-segmentation, automation,
UGC, responsiveness, privacy, and customization. By the close of 2023, projected email marketing revenue is estimated to reach nearly $11 billion (Statista). To fully enjoy the myriad benefits of email marketing, aligning your next campaign with these trends is the prudent approach.
If you’re curious about how to implement these trends and craft a personalized email marketing campaign, Leadshouse can provide assistance.
Leadshouse is an email marketing agency that wholeheartedly embraces established data practices and embraces emerging trends for optimal results. In addition to email marketing, we also offer services in search engine optimization (SEO) and social media marketing, providing a seamless digital strategy. So, let’s collaborate and launch your next stellar email marketing campaign. Visit our website today!