With a Cookieless future nearly upon us, email marketing trends for 2023 become more important than ever. Although there has been a long-time debate on the potential of email marketing for driving marketing objectives, Adclick Africa believes it is an effective cookieless marketing channel that drives sales, nurtures relationships, and helps you learn more about your customers.
Research has proven that email marketing is still one of the best marketing tools to use to reach and convert customers. LXA Hub has reported that 78% of marketers have seen an increase in email engagement over the last 12 months.
Key Email Marketing Trends to Consider in 2023
Here are 6 email marketing trends to look out for in 2023:
1. Interactivity
If you want your subscribers to interact with your email, you need to make them engaging. Making interactive and engaging emails in 2023 will improve the performance of your email campaigns. You can implement interactivity by including elements that users can utilise without having to visit another page or leave their inbox.
You can include interactivity through multiple elements including clickable links, tap, swipe or watch elements. You can also include countdown clocks, videos or GIF elements in your email that can make someone stay longer on your email.
Here are 6 interactive elements you can include in your email today:
- Animated buttons and CTAs
- Product carousels
- Surveys and polls
- Games
- Videos
2. Personalisation
Personalisation has been an ongoing trend for some time now and it is a great way to get your audience’s attention and get them to open your email. Your audience receives many emails in a day, therefore personalising their experience by utilising their name or tailoring their email content to needs and interests can increase your email open rate and engagement.
According to Mailchimp, 90% of consumers find personalised content very appealing. This is because this time of content allows marketers to target specific audiences with relevant and important content. Personalised content helps to make emails more engaging and relevant to the subscriber.
3. Optimisation for mobile consumption
Over the last couple of years, we have seen a shift from desktop to mobile and users are now predominantly using mobile devices to open emails. It has become important that your emails be responsively designed for both desktop and mobile devices.
When designing your emails it is important to keep the mobile user in mind. Your emails must be easy to scroll through and shouldn’t include long-form copy or content.
4. Email Marketing Automation
Email automation is a trend that we have seen develop over the years. Making automation a central part of your email marketing strategy can boost sales significantly. This practice allows you to create a series of automated emails that can help you grow your business.
This tool allows you to send the right message to your audience at the right time and it is effective for lead nurturing and driving sales. You can create a variety of email marketing automations including:
- Email automation workflows
- Welcome emails
- Abandoned cart messages
- Re-engagement sequences
5. Artificial Intelligence (AI)
AI continues to build a strong presence in marketing and helps marketers make better decisions. When looking at the future of email marketing, AI is a critical component. You can use AI to help you deliver better experiences for your subscribers.
Using AI can help you create better experiences for your subscribers. AI can help you analyse data, providing you with insights that can help you with email marketing campaigns. With AI, you can identify trends and audience changes that may impact your marketing efforts.
6. Data Privacy and Protection
Data privacy has come to the forefront since the POPI Act came into full effect in 2021. It is quite clear that the most common data collected by businesses fall under the provisions of the POPI Act.
Marketers and agencies need to start paying closer attention to the processing of customer data to stay compliant in the future. Previously, companies and organisations have built up large databases of contact details, including phone numbers and email addresses, which are then bought and sold on the open market. With the introduction of POPIA this is no longer allowed.
As such, companies must ask for a customer’s permission to send them any individual or business, marketing-related emails.
For a checklist on how to comply with POPIA, download the Adclick Africa POPIA Guide here.
Ramp Up Email Marketing in 2023
According to Forbes, email marketing has the potential to offer a return on investment of up to 4000%, so we recommend ramping up your email marketing strategy in 2023 and working towards building a strong database of first-party customers and clients to market to.
Adclick Africa’s creative studio is home to content development specialists and email marketing strategists who have compiled this list if email marketing trends for 2023, contact us today and let us help you build a performance email marketing strategy to get you on track to reach your marketing objectives before the cookie crumbles.