Email marketing has been a mainstay in marketing for years. However, it is a constantly evolving landscape, with new trends emerging with each passing year. 2023 is no different, and several trends have established themselves as key for the year. Let's take a look at what will be shaping the industry throughout 2023.

Personalisation is more important than ever
It's a buzzword that's been around in email marketing for a while now, but personalisation will continue to be a significant trend in 2023. The consumer wants to feel valued and important as an individual, they are not just a customer to make money off of and not just part of a generic, mass mailing list. That means using data to create targeted, personalised content that speaks directly to the recipient.

Mobile optimisation is essential
Today, the majority of people accessing online information are doing so using their smartphones. There is nothing more frustrating as a mobile user than trying to navigate a page that is not optimised for the smaller layout and screen of a mobile device. This leads to most people exiting the content, often not bothering to read it.

With more and more people accessing their emails on smartphones, optimising email for mobile will continue to be crucial in 2023. This means designing mobile-friendly emails with concise and compelling subject lines, clear calls to action, and easy-to-read text. Marketing teams must also focus on creating responsive designs that can easily adapt to different screen sizes.

Interactive content will become more prevalent
Typically, we are used to seeing promotional emails containing static content; text and images. However, there is an increasing trend emerging as brands move away from this to include more interactive elements in their content. GIFs, videos, polls, and quizzes are all showing up in marketing-related, promotional email content. These elements are capturing audience attention and creating higher levels of engagement.

More companies are taking advantage of AI technology
AI tools have seen a major uptick in recent months, thanks in no small part to the launch of ChatGPT in late November last year. Many tools and platforms are being utilised across industries, helping marketing teams create content, optimise workflows, automate campaigns, and analyse data. Platforms like HubSpot are continuing to grow in user volume due to their ability to provide multiple functions that aid email marketing campaigns, and with each new technology that launches, businesses are adding more AI tools to their overall martech stack.

Consumers are concerned about privacy
Data privacy has been a growing topic of concern for several years and continues to be important in 2023. In order to maintain good relationships with consumers, businesses must be transparent about how they collect and use customer data and ensure that they are complying with relevant privacy regulations. Consumers are becoming savvier about their data privacy rights, and businesses that fail to respect these risk losing customers.

Segmentation is becoming increasingly refined
Segmentation is an important part of digital marketing and has been so for many years. As we move forward, however, we are seeing new segmentation strategies break lists down into ever smaller, more specifically targeted groups based not only on demographics but on digital behaviours and preferences too. Businesses hyper-focusing their segmentation efforts are likely to reach target audiences with far more precision and provide messaging that is more likely to resonate with the consumer.