Blog Post | Dec 26, 2023
Email Marketing in 2024: What's Trending, What's Timeless
Instead of just trying to anticipate 2024's hottest email marketing trends, we're also looking at the timeless best practices that can help you create successful campaigns.
It's that time of year again when analysts, developers, and designers try to predict what will be hot in email marketing. Besides anticipating the latest trends for the coming year, we're also looking back at the enduring best practices that produce solid campaigns. Here's what's trendy and what's timeless for successful email marketing in 2024.
Trending: Metrics after Apple's MPP feature
Apple's Mail Privacy Protection (MPP) continues to frustrate marketers by giving unreliable data on open rates. MPP, which launched in the latter half of 2021, basically gives Apple Mail users the ability to hide if and when they open promotional emails. Since 81% of all emails are accessed on a mobile device, it still poses a significant problem for those needing the total picture to evaluate their efforts. The workaround? Using other metrics, such as click-through rate, to judge how well your emails perform. If you aren't already, this is the year to get serious about A/B testing to help dial in your campaigns.
Timeless: Be Trustworthy
We simply cannot overstate this: establishing trust is essential. Email fraud, spammers, and scammers are on the rise. Even before your recipient clicks ‘open’ (or conversely, deletes the email without bothering to learn more) you can build trust with a legit-sounding address and domain name, an informative and straightforward subject line, and preheader text that provides additional information about the contents of your message.
The more you can make it feel like your reader is in charge of their experience, the better. That means making opt-outs and unsubscribes easy or letting your readers customize the type and frequency of emails they want to receive. Take trustworthiness a step further: get proactive with your list hygiene to ensure your emails only go to people who really want them.
Trending: Email Interactivity
While email continues to be a strong performer, we're all facing increasing pressure to make every touch more engaging. That's where interactivity comes in. Simple JPG or HTML emails may not break through to captivate an audience, which is why many designers are spicing up their emails with:
Trending and Timeless: Go Beyond Personalization to Make It Individual
You already know the difference personalization makes to the success of your efforts. However, in 2024, simply adding a recipient's name in the email subject line isn't enough–it may be sufficient to get your email opened, but emails that lack personalized content only have a click-through rate of 2.1%.
Technology-driven personalization is definitely hot for 2024. Some email services allow for dynamic content, enabling you to customize many of the elements of your email, including text, images, and offers. Artificial intelligence is also becoming more accessible and widely adopted, with about 75% of marketers reporting experimenting with AI to create even more targeted and personalized emails.
Nothing is more timeless than understanding your customers and using that insight to take your segmentation to the next level. Deeper segmentation can help you create emails that will resonate with your customers. Ideally, you can segment based on features that include region of the country, items purchased and purchasing behavior, or previous contact with customer service. Studies show that segmented campaigns generate 760 times more revenue compared to campaigns that aren't customized.
Let's Talk About What's Trending in Email Design
Eye-catching, beautiful design is always going to matter. That's why you should choose us as your email marketing partner. We have a staff of expert graphic artists and content creators who can help you design and deploy email campaigns that look amazing and get results. We can also help create synergy through your entire marketing plan. Let's talk about what's trending and how we can put it to work for you.
Trending: Metrics after Apple's MPP feature
Apple's Mail Privacy Protection (MPP) continues to frustrate marketers by giving unreliable data on open rates. MPP, which launched in the latter half of 2021, basically gives Apple Mail users the ability to hide if and when they open promotional emails. Since 81% of all emails are accessed on a mobile device, it still poses a significant problem for those needing the total picture to evaluate their efforts. The workaround? Using other metrics, such as click-through rate, to judge how well your emails perform. If you aren't already, this is the year to get serious about A/B testing to help dial in your campaigns.
Timeless: Be Trustworthy
We simply cannot overstate this: establishing trust is essential. Email fraud, spammers, and scammers are on the rise. Even before your recipient clicks ‘open’ (or conversely, deletes the email without bothering to learn more) you can build trust with a legit-sounding address and domain name, an informative and straightforward subject line, and preheader text that provides additional information about the contents of your message.
The more you can make it feel like your reader is in charge of their experience, the better. That means making opt-outs and unsubscribes easy or letting your readers customize the type and frequency of emails they want to receive. Take trustworthiness a step further: get proactive with your list hygiene to ensure your emails only go to people who really want them.
Trending: Email Interactivity
While email continues to be a strong performer, we're all facing increasing pressure to make every touch more engaging. That's where interactivity comes in. Simple JPG or HTML emails may not break through to captivate an audience, which is why many designers are spicing up their emails with:
- Animated buttons
- Image carousels
- Accordions that allow designers to 'hide' longer content
- Rollover and hover states
Trending and Timeless: Go Beyond Personalization to Make It Individual
You already know the difference personalization makes to the success of your efforts. However, in 2024, simply adding a recipient's name in the email subject line isn't enough–it may be sufficient to get your email opened, but emails that lack personalized content only have a click-through rate of 2.1%.
Technology-driven personalization is definitely hot for 2024. Some email services allow for dynamic content, enabling you to customize many of the elements of your email, including text, images, and offers. Artificial intelligence is also becoming more accessible and widely adopted, with about 75% of marketers reporting experimenting with AI to create even more targeted and personalized emails.
Nothing is more timeless than understanding your customers and using that insight to take your segmentation to the next level. Deeper segmentation can help you create emails that will resonate with your customers. Ideally, you can segment based on features that include region of the country, items purchased and purchasing behavior, or previous contact with customer service. Studies show that segmented campaigns generate 760 times more revenue compared to campaigns that aren't customized.
Let's Talk About What's Trending in Email Design
Eye-catching, beautiful design is always going to matter. That's why you should choose us as your email marketing partner. We have a staff of expert graphic artists and content creators who can help you design and deploy email campaigns that look amazing and get results. We can also help create synergy through your entire marketing plan. Let's talk about what's trending and how we can put it to work for you.