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Top Email Marketing Trends you need to know Email Marketing

Top Email Marketing Trends you need to know

  • October 01, 2019
  • 15min read

Email remains the most valuable communication tool for marketers and estimations indicate that there will be 4.4 billion+ email users by 2023. Nowadays, businesses focus on sending relevant emails to customers that improve brand awareness and increase sales conversions. The success of an email marketing strategy depends on subscriber-centricity.

Emails will continue to be the top-performing marketing channel in terms of content distribution, lead generation, ROI, and other metrics. The median ROI of email is 122 percent, which is four times higher than any other marketing tool. Hence, email marketing is getting thoughtfully competitive and has been steadily evolving.

That said, the latest technologies and innovative advancements impact the effectiveness of email marketing. Marketers should have an eye on the new trends and leverage state-of-the-art tools that can improve their current email marketing strategies and make campaigns even more powerful.

Here are the top 7 email marketing trends that help businesses to reach and connect with the audience quickly.

1) Use of interactive elements

Gaining customers with static content can be hard. Plain-text emails are not going to work out anymore as marketers can see a shift in consumer preferences when it comes to emails. Emails that contain games, image carousels, quizzes, or clickable hotspots allows the users to interact with the brand.

The use of interactive elements in emails can increase and enhance subscriber engagement with the brand that might result in higher purchase rates. Interactive emails may add a gamification element, GIFs, surveys or polls and are designed to boost sales of a brand in businesses.

Interactive emails (dubbed “mailable microsites”) use CSS and HTML to create engaging animations, images, and other elements usually used on web pages. These interactive emails allow users to browse different components or pages within the email through multiple features and tabs. The ways to make your emails interactive are:

  • Showcase and demonstrate the products
  • Provide additional details of the product
  • Make fun and engaging messages

2) Personalization and automation

Email personalization enables authentic connection of brands with the audience. Interactive and personalized emails are highly effective as well as drive revenue and increase brand loyalty. According to a report by Adobe, 33% of the customers unsubscribe because of the irrelevant company recommendations.

Marketers can personalize email contents with the data such as browsing behavior, email preferences, and purchase history. Highly specific content based on the past and predicted customer action can produce effective results. Over 75% of marketers accept that email personalization generates a higher click-through rate. Personalizing emails and sending relevant information gets the desired attention for your emails. Segmenting email lists and adding tags helps to send more targeted emails.

Automated email campaigns help marketers to create personalized messages for targeted and specific audiences. This is done through targeted workflows creation that is triggered by user engagement. This enables relevant messages sent to clients and prospects. According to HubSpot, targeted emails account for 58% of earnings and increase profits up to 18% more. Automation improves conversion rates as well as enhances brand-customer engagement.

Take a look at some of the stats related to email personalization:

  • According to eConsultancy, 74% of marketers say that targeted personalization increases customer engagement.
  • Emails with personalized subject lines are 26% more expected to be opened, says Campaign Monitor.
  • Only 40% of online retailers send personalized product recommendations through email.
  • 53% of marketers say ongoing and personalized communication with existing customers can result in reasonable to meaningful revenue impact. 
  • Marketers have seen an increase of 760% in revenue from segmented campaigns.
  • 03

    Leveraging artificial intelligence

    Artificial Intelligence technology helps marketers to predict user actions, write highly converting emails, as well as optimize send frequency. Robust AI-powered email verification services prevent email service providers (ESPs) blockage. AI can handle various combinations of marketing and sales tasks. It offers relevant suggestions to marketers and saves valuable time. Marketers should be implementing AI in their email marketing campaigns to boost conversions.

    AI includes customer segmentation, lead engagement, and personalized recommendations creation. AI can generate more engaging subject lines as well as automate optimized content. It boosts engagement rates and customizes email promotions.

  • 04

    Data privacy

    In 2018, the General Data Protection Regulation (GDPR) was put into action to protect user data. According to recent reports, 91% of cyberattacks are a result of phishing emails and 92% of malware is delivered by email.

    Consumers are highly concerned about data privacy as hacking and misuse of personal data is increasing hence the marketers should have a close watch on their cohesive and customer-focused email campaigns to continue gaining quality leads from all around the world.

  • 05

    Rise of chatbots

    Did you know? By 2021, it is predicted that there will be more than 2.48 billion mobile messaging app users. Instant messaging is an evolving trend. The number of email users worldwide is anticipated to grow from 3.8 billion in 2018 to 4.3 billion in 2022. Hence, email marketing and chatbots will be working hand-in-hand with each other. Marketers use both chat and email to communicate with subscribers to stay connected across multiple channels. Chatbots have turned out to be the right communication mode for audiences.

  • 06

    Use of voice technology

    Voice technology is becoming increasingly popular. Marketers need to create more conversational messages and determine the emphasis of words and tone usage. Marketers depend on a single call to action and retain relevant messages within the text to prevent confusion.

  • 07

    Triggered emails

    Triggered emails are one of the key components to communicate important messages at the appropriate time with the customer base. Sending triggered emails based on a customer’s behavior is effective for transforming customers into loyal brand advocates. Triggered emails have a 71% higher average open rate and 102% higher average click-through rate (CTR) compared to general newsletters.


Email is one of the best communication channels that can be used to nurture quality leads and boost sales. It works well for your business only if the right strategies are implemented in email marketing campaigns. Hence, it is important to keep pace with the upcoming trends and technologies to get noticed by your target audience. Enhance your email marketing skills and take it to the next level with advanced strategies.

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