Email marketing trends for 2023

With the end of the year right around the corner, it’s a perfect time to take a step back and assess whether your email marketing strategy is up to date with the most impactful industry trends. To help you reap the benefits of email marketing in 2023, we discuss here 10 trends you should know to drive revenue and keep your subscribers engaged.
Adopting the trends below will help you run successful campaigns.
This trend has become prominent during the last few years and is expected to grow further in 2023. Email personalization is complex, going way beyond addressing recipients by name. Put simply, it includes all the data a subscriber shares with you: name, gender, age, country of residence, preferences, etc.
Personalization is a great tool for making your subscribers feel valued and motivating them to open your emails more often. Indeed, 72% of consumers only interact with personalized content. When a message lacks personalization, recipients are more likely to mark it as spam, delete it, or even unsubscribe.
(Source: Stripo template)
Personalization drives great results. To implement it, however, we need personal data, such as users’ geographical location and preferences. According to a Litmus study, 73% of users are willing to share some personal data to help companies deliver better experiences. But they also need us to be careful with these data.
There are many data privacy regulations, including the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), and we have learned to live with them. But in 2021, Apple released its Mail Privacy Protection (MPP), and in the second half of 2024, Google will phase out support for third-party cookies (this was postponed from January 2022 and again from mid-2023).
This means we must learn to analyze customer data according to new rules.
You already know that personalized emails will be all the rage in 2023, but how is it best accomplished? Artificial intelligence enables further tailoring of your messages, making them relevant by gathering and processing data about your audience and optimizing the email production process.
For instance, Domino’s Pizza has used Phrasee, an AI-driven content platform, to improve email subject lines and consider users’ interaction patterns, thus boosting subscriber engagement and brand consistency. As a result, the company increased open rates by 26% and clicks by 57%.
(Source: Email from Spotify)
For more information on how to use AI and AI tools in email marketing, please refer to our “Improve Your Email Marketing with AI” blog post.
One can boost email click-through rates by 200% by adding interactive elements, so it’s no surprise that this trend shows no signs of slowing down. We recommend you enrich your emails with interactive content, such as CSS animated buttons, star ratings, embedded questionnaires, image carousels, accordions, and videos to make subscribers look forward to your messages. These elements render well in the most popular email clients.
(Source: Stripo template)
Before you send out an email or even start designing it, consider the 41% of subscribers who will open it on mobile devices. Keeping your email design responsive is necessary to deliver a flawless mobile experience.
Responsive email design is a timeless trend that has already become a must-have for any campaign. It enables you to make longer newsletters appear well-structured and readable on smartphones and tablets by hiding some email elements and presenting appropriate alignments and font styles and sizes.
(Source: Stripo template)
Several marketing processes — such as sending trigger and transactional emails — are almost impossible to perform manually. However, they are utterly useful for your business. This is when automation helps.
(Source: Email from Goodreads)
Email accessibility requirements were developed to help marketers create emails that can be read by all people. These rules make emails readable for those who, for example, suffer from dyslexia or color blindness.
(Source: Email from Benedict Evans)
Those who are blessed to see, hear, and read should take care of those who aren’t.
In our “Email accessibility” blog post, we share all accessibility requirements. Following them will make your emails fully accessible.
Gamification is crucial in emails. It not only helps your business go viral and increases user engagement but also encourages your customers to relax and have some fun with your emails, which develops good long-term relations.
In our highly competitive world, every company must be effectively creative — doing something catchy and engaging to boost sales.
Gamification can definitely help you achieve this.
(Source: MAC Cosmetics)
We know that building gamified emails can be time-consuming and expensive. So, to optimize this process for you, we’ve prepared several ready-to-use game mechanics. You only need to slightly customize them to fit your brand style and campaign goals. Find them along with a summary of best practices in our eBook “Email Gamification”.
Although the modular system is not new, it is currently on the rise. Some call it “modular email architecture.”
So, what is it, anyway?
Let’s define modules.
A module is an email element (sometimes called a “block”) that is pre-designed and tested. It contains a small piece of information/content, and you can mix and match different modules to make a new email.
Modular email design is a new approach to email building that lets you combine content modules to create emails. And it saves time!
Oracle has measured that modular email architecture reduces email production time by 25%. Sounds impressive, doesn’t it?
It’s time to do some math.
Litmus says it takes an email marketer 27 hours to build a promo email. When you use modules, therefore, you save almost seven hours! Now, that is impressive!
As you may know, we ran a series of interviews with our clients in 2021 and 2022. They all reported that modules are among the best email builders they have ever tried.
Stripo offers a wide range of diverse content modules built by our professional designers. They span categories such as headers, footers, product cards, surveys, and ratings.
Users tend to trust other users like themselves, so it’s no surprise that user-generated content (UGC) impacts the purchasing decisions of 79% of customers. Any content (e.g., text, photos, videos) created by end users acts as social proof, as it seems more authentic and trustworthy than traditional brand promo emails. It’s also a cost-effective solution, as the content is created by your customers. Your only task is to choose the best examples to include in your email marketing campaigns.
(Source: Really Good Emails)
The coming year is expected to be all about data privacy, content modules, gamification, automation, interactivity, and hyper-personalized and user-generated content. Whether you need help with new trends or timeless classics, Stripo is always here to keep your email marketing strategy relevant so that you can produce gripping content and generate higher revenue.
How about we send you a reminder to test Stripo later on your computer?
2 comments