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Email marketing is extremely popular with businesses and marketers across almost every industry. Email marketing is here to stay, with 89% of marketers saying that it is their primary strategy and 57% using it more than traditional marketing! ?

Here are five email marketing trends to watch in 2023 if you want to stay ahead of the competition:

5 Email Marketing Trends For The Year 2023

1. Personalised Emails

Did you know?

Personalisation is essential for capturing your audience’s attention and convincing them to open and interact with your emails.

According to Merkle's Customer Engagement Report 2022,  nearly 80% of business leaders believe that when consumers have a personalised customer service experience, they spend more in a transaction (an average of 34% more).

This can be as simple as including the recipient's first name in the subject line or providing them with a birthday coupon code for an extra discount on their special day  – Super simple, right?

2. Bringing in Interaction

After personalisation, comes interactivity. We are human after all, and it is in human nature to want to be heard and feel that our needs are being met.

To access the full experience, interactive content requires the viewer to actively engage and participate in the content, typically by tapping, swiping, or interacting with the piece of content.

There are many ways to make your emails more interactive. If you are including a video in your email, keep it short and straightforward. Another option is to include a clickable image of your video that redirects the user straight to your website.

A survey revealed that interactive content is more engaging than static content. 91% of B2B buyers prefer to consume interactive and visual content over images and videos. A kinetic email combines the use of HTML and CSS to allow for interactivity by controlling template-level design elements. This means that users can fully interact with the majority—if not all parts of design elements in the email. B&Q's kinetic email used “tap to interact” callouts to quickly and elegantly display the content within an in-email slideshow.

Interactivity is one of the top email trends of 2023 and is sure to help you improve your email performance.

3. Catchy Headlines

Your headline is one of the very first impressions that your recipients will receive of your email. 47% of marketers say they test different email subject lines to improve the performance of their emails.

There have never been more ways for email marketers to learn about their subscribers’ preferences jobs, or general (dis)likes, as there is today. When sending your newsletters, on occasion, try catering it towards the individual specifically.

Creating email subject lines that incorporate trending topics or timely headlines, to help you establish your brand within your industry.

Get personal or use humour –  this is an effective way to pique your audience’s interest.

4. Storytelling

Good storytelling is one of the best ways to get your customers to interact with your emails. Customers today want to know who they are purchasing from and what the company stands for. You can increase engagement and build strong relationships with your subscribers by incorporating strong storytelling into your newsletters. 

Evoking an emotive response is the key to gret storytelling. It's easy to immerse your readers deeper into your story-based email if you can make them laugh, smile, or even shed a tear. The more you expose your customers to your company character, the faster you will develop a  "parasocial relationship". 

Create enticing cliffhangers to keep readers reading all the way to your call-to-action. As a result, click-through rates in emails that provided on-demand content skyrocketed. In a way, this teaches customers that clicking on call-to-actions can be enjoyable and entertaining. 

5. Investing in Mobile

Email users open 66% of emails on mobile devices, so you need to ensure your emails are optimised for mobile. You'll want to use a responsive design in your emails so that they adapt to the device your subscriber is using. 

Your return on investment will be significantly higher due to the increased reach of mobile-optimised content. By optimising your email for mobile, you can capitalise on the fact that many people who go online while on the go have local intent.

The great thing about mobile is that customers can easily present in-store vouchers using their mobile device that you may have sent via email. This eliminates the need for the customer to print anything - simplifying their life. 

It's vital to create a seamless and consistent experience for a prospect or customer across all your channels. Your emails must be clutter-free and remain mindful of how much copy you include. 

Takeaway

The future of email marketing is bright and we should all be excited. Getting started with email marketing can be daunting, but it’s a simple strategy that will grow your business considerably over time. To be successful, you must understand what both novice and experienced marketers are doing. Following these trends will assist in developing an effective and successful email marketing strategy.

Is your email strategy all set for 2023? If not, try the strategies above and see how that rolls out for you. Or let the experts from Elephant in the Boardroom handle it for you!

For any digital marketing queries, reach out to Team Elephant!