Introduction

Today’s digital landscape has many different channels that marketers need to use in a connected manner, to achieve effective campaigns and email remains one of them. While some consider email to be dying going into 2024 - which is frankly a prediction having been made every December over the last decade - it is still an essential tool to engage your audience. In a time where users are spending more time on social media and watching video so one would be justified in thinking other channels can be neglected, email really hasn’t died but continues to thrive. It is expected that by 2026 there will be over 4.7 billion email users worldwide (Statista) and many of these users will still be opening emails. According to Campaign Monitor’s 2022 Email Marketing Benchmarks Report, the average email open rate was 21.5%, across all industries in 2021. Even the more conservative average opening rate of 16.97% published by Smart Insights is an excellent (and eminently trackable) metric compared to many other advertising tools.

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However, in order to succeed in email marketing in 2024 it is important to understand the key trends that will be shaping the future.

Interactive and dynamic emails

Interactive and dynamic emails will be one of the top trends in the future of email marketing. With advancements in email capabilities marketers are able to create engaging and interactive email experiences that can make subscribers look forward to their next email.

With interactive emails you’re able to include elements like polls, quizzes and surveys within an email to gather value insights from your audience without losing them when they open a new browser window.

In addition to interactivity, dynamic content is another trend that marketers should watch out for. With dynamic emails marketers can personalise email content based on the user’s location, behaviour or preferences. By personalising the email it makes for a better experience and a more engaged subscriber.

Automation

The ability to eliminate manual processes and repetitive tasks make automation essential and therefore a continued trend in the future.

By automating various stages in the email process such as welcome emails, absconded cart reminders and re-engagement campaigns, marketers are able to nurture their leads and develop long-term customer relationships. 

 Automated workflows and AI-powered tools will continue to increase the efficiency of email marketing efforts, saving time and resources while increasing overall effectiveness.

AI in email marketing

AI has already made a huge impact as it expands the capabilities of marketers and this will only continue in the coming years. With the aid of AI, marketers will have the ability to analyse vast amounts of data and provide valuable insights into subscriber behaviour and preferences.

Using AI email marketers can create very personalised and highly targeted campaigns. AI is able to analyse subscriber data, such as purchase history, browsing behaviour, and demographics, to deliver tailored content and personalised recommendations.

One of the other benefits of AI is that it can continuously learn based on user interactions, which helps to optimise email content and delivery times for better engagement and conversions. This level of automation not only saves time but also ensures that every email sent is highly relevant and valuable to the recipient. 

Mobile optimization and responsive design

Over the years user browsing behaviour has changed tremendously with advances in technology. More and more emails are being read on smartphones and tablets and this can’t be ignored by marketers. In order for marketers to ensure that they provide the best experience to these individuals they need their emails optimised for mobile devices and have responsive design.

Mobile optimization involves designing emails that are easily readable and visually appealing on smaller screens. This includes using larger fonts and a layout that adapts to different screen sizes. Responsive design takes it a step further by automatically adjusting the email layout based on the device it is being viewed on.

Privacy and data protection

Data privacy laws like GDPR and CCPA are impacting how businesses collect and use data. Email marketers will need to strictly follow these rules and develop their strategies to provide the best experience for their users. 

In 2024, it will be essential for email marketers to prioritise data protection and have a commitment to protecting user information. This can be done by getting consent for data collection and usage, having a privacy policy in place for users to reference, and following data protection regulations such as GDPR and CCPA.

It will be key to build trust with your subscribers so they feel comfortable sharing their data and continuing to engage with your brand. Along with following data privacy laws email marketers should work internally to make sure that data security measures are in place to protect customer data.

Final thoughts

The future of email marketing hinges on incorporating interactive and dynamic features for engaging and personalised content experiences. Automation plays and will continue playing a pivotal role in streamlining processes, eliminating manual tasks, and optimising workflows. The integration of AL enhances campaigns for maximum personalization and targeting while mobile optimization and responsive design are crucial for ensuring emails are easily readable and visually appealing across various devices. Finally, in the realm of email marketing, in 2024 the adherence to privacy and data protection laws, such as GDPR, will underscore the importance of obtaining user consent and prioritising the secure handling of sensitive information.