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Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Email Marketing Trends 2023: Predictions by the Industry Stalwarts

Every year, we see new trends entering the world of email marketing. While hyper-personalization, micro-segmentation, and increased focus on customer data security gained immense momentum in the last couple of years, 2023 will see advanced technology like ChatGPT, AMP, and BIMI in emails.

Let’s discuss in detail the various email marketing trends predicted to reign supreme in 2023.  

1. Senders will switch to click-through rate and conversions as the primary measure of engagement

The launch of Apple’s MPP has allowed the subscribers to hide their IP location and any activity on their device. As a result, it will be impossible to track the correct open rate, especially if you have maximum subscribers using iOS 15. Open rate will no longer be a reliable metric to measure the email engagement and overall performance. Therefore, you will have to move from opens to click-through and conversions.

2. Brand Indicators for Message Identification (BIMI) will grow to be a must-have

If you check the emails from 2022 and compare them to those of 2023, you will see that they are poles apart. Besides the overall look and feel, there’s one more thing that you might notice. Some brands have added a logo beside the sender name in the inbox. That’s possible through BIMI. It reduces the likelihood of spoofing and fraudulent emails. Hence, it increases the subscriber’s trust and makes them keener to purchase from you.

Another advantage of employing BIMI is that you cannot achieve it without DMARC authentication. So, it lets the inbox providers know that you care for the customer’s security. Consequently, it will enhance your sender reputation and deliverability rate.

What’s more? Almost all popular email clients already support BIMI or are considering it seriously. In the coming years, BIMI will evolve to be an important security protocol.

3. Marketers will extensively use Customer Data Platforms (CDPs)

Owing to Apple’s Mail Privacy Protection, sunsetting of third-party cookies, and app tracking transparency, businesses will be compelled to use their cross-channel customer data to enable important decisions in the email marketing programs. The challenge with data is that it is maintained in separate databases that are not aligned with each other.

Customer Data Platforms provide an easy workaround for this problem. They bring together all customer data in a single repository. Thus, it becomes easy to control access to the data, mobilize it for usage across different channels and maintain data hygiene. All this will translate to better segmentation, hyper-personalization, and smarter automation.

4. Brands will embrace modular email templates

The word ‘modular’ represents a number of blocks that serve a definite purpose. In terms of email designing, it refers to editable blocks that can be rearranged and used as per the purpose of your email. Marketers are choosing this approach as it enables better branding and speeds up the email template production by two times. You get more flexibility and creativity to design emails. If you want to give your emails a consistent look and feel, modular templates are the best bet for you.

5. Strike the right balance between educational and marketing emails

Your email marketing strategy should not be just about promoting your products and getting conversions. Widen your horizon by sending out educational emails that help in increasing brand awareness. By sending both these types of emails, you will be able to keep your subscribers engaged without coming off as too pushy.

6. A/B testing will regain its popularity

A/B testing is very much alive. As people are sharing more knowledge about how to test, it is regaining its popularity among marketers. They are trying their best to optimize the email campaigns and deliver the best they can. A/B testing will not only be a part of the usual marketing emails but automated emails too. Furthermore, marketers think that A/B testing is a cost-effective way to achieve more revenue from their budget.

7. Email localization will help in increasing the overall reach

Digitalization has made the world really small. Brands are choosing to go global and that’s why it won’t be enough to simply translate the emails for different geographies. You will have to incorporate cultural nuances, language, and tone that matches the people you are targeting.

Wrapping Up

The metamorphosis of email marketing has been absolutely evident throughout all these years. It started off as a simple communication channel for internal teams but now evolved to be one of the most powerful marketing channels. Incorporate these trends or a combination of some of them to make your future email campaigns a huge hit with your subscribers.  

He is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free responsive HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.

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