Expectations and Trends in Email Marketing for 2024

There has been a noticeable shift in the landscape of email marketing in recent years, primarily attributed to the conditions of the global health crisis and the concurrent updates in data usage laws and user privacy protection. As a result, digital marketing specialists found themselves compelled to evolve their marketing strategies in alignment with legal aspects and to keep pace with emerging marketing trends.

Therefore, today we share with you 7 trends and predictions for email marketing in 2024 to provide you with the information and tools necessary to outperform your competitors in the race of marketing and sales!

Is email marketing still viable in 2024?

Email marketing is a powerful and versatile strategy that enables companies to connect with their audience, build relationships, increase sales, and achieve a strong return on investment.

While email marketing has been around for over forty years, it remains as strong as ever and may even be more powerful today. Especially with the increased adoption of digital marketing strategies since 2019.

The importance of email marketing lies in its ability to deliver targeted and personalized messages directly to users, making it a fundamental tool in modern marketing strategies.

It is expected that email marketing revenues will reach $12 billion by 2024, and the number of email users is projected to reach 4.4 billion by the end of 2024 worldwide.

Expectations and Trends in Email Marketing for 2024

Here are 7 predictions for email marketing trends provided by experts based on the changes observed in consumer behavior, preferences, and the latest content marketing trends in 2023:

1. Enhanced customization:

The lack of customization in email messages can result in negative responses ranging from deleting or marking the message as spam to unsubscribing and refraining from visiting or making purchases from your website again. This is according to statistics from NetHunt.

Customization has always been a crucial advantage in email marketing, but adding the recipient’s name at the beginning of the message is no longer sufficient to achieve the desired impact!

The reason is that today’s consumers are looking for highly specialized content that provides them with relevant information. They want to receive an email crafted and designed exclusively for them. Fortunately, there is a way to achieve this: “Email list segmentation.”

Email list segmentation relies on dividing your email address list into smaller lists based on criteria such as location, purchase history, interests, and more. Then, you send customized newsletters to each segment instead of sending one to everyone.

2. Dark mode support:

Dark mode is designed to reduce the brightness of electronic devices and enhance user comfort. According to statistics shared by ErathWeb, over 80% of smartphone users prefer using dark mode.

For this reason, it has become essential today to test the performance of the email templates you use, to ensure that the design, colors, and fonts appear well and in high quality when dark mode is activated.

Moreover, the importance of this step is not limited to providing a comfortable experience for customers and the target audience. Email messages that do not display well in dark mode are often classified as unwanted messages, leading to lower click-through rates and the failure of email marketing campaigns!

3. Interactive Email Messages:

While this trend has been present for a while, integrating interactive elements is expected to be one of the major trends in email marketing in 2024. This is due to their role in increasing user interaction and engagement.

Some of the interactive elements expected to appear in email marketing include:

  • Animated buttons and call-to-action (CTA) phrases.
  • Interactive images of products that users can control.
  • Opinion polls and interactive content created by users.

4. Automated Email Marketing:

Automated email messages generate revenues more than non-automated messages by a percentage that can reach up to 320%. Their popularity has increased thanks to the availability of various artificial intelligence tools that facilitate the process of automating and managing messages.

Email marketing automation ensures continuous communication between the brand and consumers. Providing the customer with a sense of control over the emails they receive and reducing random content.

Forms of email marketing automation include:

  • Creating a welcome email for new subscribers.
  • Sending a confirmation email to the customer after they take a specific action on the website.
  • Sending congratulations on occasions or the customer’s birthday.
  • Sending a newsletter with recommendations based on customer details.

5. Mobile Compatibility:

If you are writing and designing perfect email newsletters for wide computer screens, you might need to rethink your content strategy in 2024.

We live in a world dominated by mobile phones. Over 66% of users today opening their email messages on their mobile devices.

And if your email doesn’t appear properly on the mobile screen, more than 70% of consumers will delete the message!

6. Focusing on user privacy:

There will be a greater focus on user privacy and data protection in 2024, not just as a marketing trend, but for legal reasons. The introduction of the General Data Protection Regulation (GDPR) in 2018 has redefined the landscape of email marketing and the rules for building mailing lists.

The scrutiny from consumers is also increasing, with only 8% of them trusting brands to keep their personal information secure. If you demonstrate to your audience that you care about their privacy, you can earn their trust.

To enhance data privacy and gather more information for list segmentation, you can provide participants with the option to unsubscribe or specify their email preferences to receive similar content based on their choices.

7. Utilizing Artificial Intelligence:

It is expected that an increasing number of digital marketing professionals will start using Artificial Intelligence (AI) techniques in email marketing during 2024. AI can help simplify and expedite the performance of some tasks such as:

  • Collecting data faster and assisting in analyzing it for better customization.
  • Providing suggestions for email subject lines.
  • Sending personalized emails to each user based on their browsing history and preferences.
  • Assisting in building email lists.
  • Deleting inactive email addresses or “cleaning” email lists.

Employing artificial intelligence in your marketing strategies doesn’t mean replacing marketing professionals but rather assisting them in creating a better experience for newsletter subscribers and achieving better campaign performance.

According to Statista, the number of internet users in the United Arab Emirates reached 98 million users in 2023. Assuming that each internet user has at least one email address, this email serves as an ideal marketing channel for various projects and businesses to directly reach their potential customers, even more so than social media!

With UFUQ Media and Digital Services, we ensure that your marketing messages reach your potential customers through their preferred platforms, using creative marketing language that directly engages and expresses the vision of your institution or project. Feel free to contact us to inquire about our digital solutions or request them today!

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