New year, new trends – new developments are also predicted for email marketing. Among the announced email marketing trends 2023, there are new topics this time, others look familiar. But even if a few of the trends 2023 don’t seem entirely new, they have adapted to the latest developments and realigned themselves. And the fact that they are once again ranked among the email marketing trends 2023 shows how serious they are. We list here for you some of the trends in email marketing 2023. The trends and currents that email marketing teams will encounter in at least the next twelve months. Which of the trends look familiar to you, which are new?

Trend #1: Interactive emails

Interactive elements in emails encourage recipients to interact with your brand or company without leaving the inbox. Such interactive elements can be surveys, in-mail shops, forms and much more.

Such interactive elements can significantly increase the click-through rate of your mailings. It is therefore hardly surprising that this email marketing trend will also continue in 2023. You can read more about the opportunities and possibilities of interactive emails in our blog article Interactive content will open up new areas of application for email.

Trend #2: User-generated content in emails

Storytelling with user-generated content creates lasting trust and authenticity with your users. The time and effort it takes to create user-generated content is worth it. The stories that emerge with the reviews, ratings, experiences and success stories of your customers simply belong in the content of your email marketing in 2023.

Trend #3: Automation

In 2023, the trend of automating email marketing is here to stay. This is largely due to the fact that more and more marketing processes can hardly be carried out manually. Think of trigger or transactional emails, for example. Marketing automation saves marketing teams time, ensures quality and gives you the chance to communicate with your customers at the right moment in the right context with the right message.

Trend #4: Micro-segmentation and hyper-personalisation

Email marketing teams are increasingly sending precisely tailored, highly personalised content, because they know it builds customer loyalty and retention.

With micro-segmentation, marketing teams are creating smaller and smaller segments: groups of recipients based on behaviour, preferences, buying patterns, exact locations, seasonality, etc. First name, last name and email address alone are no longer enough data to make your subscribers loyal customers. Because thanks to smaller segments and the most accurate hyper-personalisation, your subscribers get the feeling of being valued and open your emails more often.

Without data, neither segmentation nor personalisation is possible. Micro-segmentation and hyper-personalisation only succeed if the privacy of the clientele is taken into account and preserved – zero party data is the key to success here. This trend, in turn, already started in 2022 and is now really taking off. Read our blog post Zero party data: new perspectives for your marketing.

Trend #5: The new email KPIs

Apple’s privacy update has made it more difficult to track the opening rate of emails, and other providers such as Google will also do the same. In addition, numerous privacy settings are making email marketing teams look at new metrics now, in 2023 at the latest.

More efficient tracking that measures more than email open rates is coming. These new metrics can be content clicks, CTR, bounce rates, unsubscribe rates.

Trend #6: AI in email marketing

AI is taking off – also in the context of email marketing. Marketing teams use artificial intelligence tools to create optimal subject lines and even the complete body text of a marketing email. AI image tools also generate the appropriate graphics. Another AI determines the optimal time to send your marketing emails.

Trend #7: SMS mixes into email marketing

SMS is no more dead than email and it is getting more attention in the marketing mix. Companies that communicate convincingly with their clientele in multiple channels create sustainable and close customer relationships. This strengthens brand trust and customer loyalty. Email marketing teams in particular are in a position to use this additional channel and to take it into account in their marketing strategy. Learn more about SMS marketing in the blog post Reaching Mobile Users with SMS Marketing: 5 Use Cases.

So these are the email marketing trends 2023

Interactive elements, automation and new email KPI – these are three of the trending topics that sound familiar. Nevertheless, they have made it back into the list of email marketing trends 2023. Because it is precisely these topics that will continue to develop, will continue to accompany us and are exciting and important to observe for email marketing. It will be just as exciting to see how new trends, such as artificial intelligence, influence email marketing and the work of marketing teams.