Changes to data and privacy laws encourage to search for new approaches. So paying attention to the best practices we’ve formulated here the top 5 directions to move in planning your email marketing activities in 2023. Using these predictions you’ll be a way ahead of your competitors gaining more trust and conversions from your clients.
In this article, we formulate first-category email marketing trends, which are crucial for entrepreneurs and mid-businesses. As using email marketing continues to be low-cost and highly effective giving a decent ROI, you should be up to date on its modern strategies to impact your growth to the maximum this year.
TOP 5 eCommerce Email Marketing Trends in 2023
Segmenting an email campaign has brought mind-blowing results recently as it has multiplied the business revenues several times. And the companies that have focused on adding value in their emails to customers now boast higher open rates. These were email marketing features of the past year. Now let’s discuss the trends to boost your email marketing activities in 2023.
1. Deliverability is the key
The true success of an email campaign is not just to send your messages to as many people as possible. The question is how many people will the messages be successfully delivered to? And the crucial issue is how many people see your email in their main inboxes, and not bury them in spam.
You’ve spent so much time creating valuable and attractive emails for your customers, so you simply can’t afford this time and effort to be wasted on nothing but spam folders. Increasing email deliverability becomes the number one trend in email marketing this year.
To guarantee your emails hit the inboxes choose only high-rated email marketing platforms with the best scores for deliverability. There are platforms with unrivaled scores for delivering emails, for example, Selzy with its 99,8% email messages delivered per campaign: https://selzy.com/en/features/email/.
Before pressing “Send” for your bulk email messages you can also test them for deliverability in several steps:
- clean your email list from low-quality addresses;
- optimize your texts in emails by checking for phrases that can be highlighted as spam;
- some marketing email platforms allow you to test your campaign before it is sent. It’s a great option to see what folder your message is going to hit: the main, promotion, or spam.
2. Mobile device optimization is becoming a must
Email openings on smartphones and tablets are growing constantly. Now, when most messages are opened on mobile devices it’s very important to know whether your email campaign is mobile-friendly.
Here are some tips for you to check out if your campaign is going to look good on all types of devices:
- keep your subject lines short (not longer than 25-30 characters) because most smartphones on iOs and Android can show under 30 characters;
- don’t ignore the pre-header text as it appears on mobile devices as a support of the subject line that encourages people to open a message;
- create laconic copy and avoid multitasking consumers – there should be one clear call to action;
- make your email efficient even if the images are blocked. Think of images more like optional elements rather than indispensable ones;
- place the CTA button front and center to get straight to the point;
- using an email marketing platform to test your campaign look on various types of devices.
3. Implement user-generated content (UGC)
Images of your successful work and happy reviews from customers about using your products can showcase greatly the real-world values and benefits of your company while promoting it to your new clients.
Also, images that people make of your products look more trustworthy in emails, which helps to minimize doubts and create a feeling of community. So, take advantage of those pictures and reviews you get from your customers via social media and use them in emails.
To collect UGC you can organize a contest on your company’s social media profiles. Encourage your clients to share photos of your product using a specific branded hashtag to win a prize. There’s no need to offer expensive prizes, you can propose a discount or a small useful present from your brand. You can also announce the contest and explain its rules via promotional email.
4. Prioritize privacy to build trust
Now, that consumers are more and more aware of their data and the ways it is used by businesses, you should show respect for your audience’s privacy to gain their trust.
Make sure that you are transparent with your customers about what kinds of data you need to collect and what are the purposes of it. And let people opt out if they don’t want to receive emails. Before adding people to your mailing list always ask if they agree to receive emails with marketing materials.
You need to explain that your company is trying to personalize each customer’s shopping experience as much as possible, and that’s the main issue why you need to collect some kinds of clients’ personal data.
5. Interactivity and storytelling in emails
Interactive emails are those which allow the recipients to make an action with the content without leaving the email page, simply interacting with the email. Your customers can participate in a quiz or a survey or even add products to their carts right from the email page. The fact that your clients don’t have to go to other pages or open your website in the browser separately makes it more likely that they will perform your call to action.
Using an interactive email template you offer clients something interesting to do engaging them more. The main benefits of email interactivity are:
- engagement and conversion increase;
- showcasing and highlighting new products effectively;
- adding power to your brand image;
- helps to target the audience more precisely.
Captivating storytelling as well as elements of interactivity increase engagement because people feel they are traveling with the business, they are on the same page with the company. Usually, storytelling is recognizable by conversational language with interjections and humor which help to create an emotional journey.
Telling a story can increase your product value by 10 times! For example, you can tell your audience a true story of the brand’s success, make a series of “reason why” email stories, you can tell about the origin of the product, or share interviews with some team members or “behind-the-scene story” about the company’s processes.
Wrapping up
In the end, all email marketing trends of 2023 are about putting your clients at the center of your strategy. If you prioritize a customer experience, you can expect high engagement and growing sales. And supporting all the trends we’ve listed you are guaranteed to be ahead in your email marketing this year.