Email has been around for decades, but still manages to shake things up year after year. This year promises to redefine how we connect with our audience, craft our marketing strategies and how we measure success. While participating in outdated email marketing is better than not participating at all, you’re going to want to shift your focus to the latest trends to reach maximum engagement and deliverability. Let’s look at some of the trends we believe will shape email in 2024.
AI Generative Content
AI is set to gain significant popularity in 2024 due to its personalization and campaign optimization capabilities for email. According to Mailchimp research, 88% of marketers believe they need to increase their usage of AI and automation to stay competitive and relevant. AI email marketing can be used to:
- Create enticing subject lines and content.
- Perform predictive analytics for optimal send times.
- Personalized messaging based off user preference.
Advanced AI technology goes beyond mere automation to create personalized and dynamic content that ensures every email sent is data-backed and targeted.
Throughout 2024, personalization will continue to be an important component of email marketing that exceeds just using the recipient’s name. Emails need to be more personalized than ever to attract and retain customers. This involves using data analytics to understand preferences, behaviors and interests and then creating highly targeted and personal content for each subscriber. Take Function of Beauty for example. You take a quiz where you’re asked to answer questions based on your hair type, lifestyle and hair goals. At the end of the quiz, you’re given a personalized formula of shampoo, conditioner and add ins. You’re then given a why for each ingredient and can choose whether you wish to purchase the products they recommend. This hyper-personalization results in customer loyalty and trust.
The main goal of an email is to get your customer to click and engage. Engagement is one of the most important metrics an email marketer can track. When customers are faced with interactive elements like polls, embedded videos or carousel photos, they are more likely to interact thus boost
ing user engagement rate. These tactics aren’t new, but they are set to surge in 2024 to transform boring, static emails to interactive experiences.
Less is more in 2024. Marketers are embracing cleaner layouts, simpler typography and restrained color palettes to create visually appealing and neater email campaigns. This approach aims to enhance the user experience and put a focus on messaging that’s actually important while also catering to the preferences of the modern consumer.
Today, many emails that are opened are on mobile devices. This makes it more important than ever to create your email campaigns with a mobile-first approach. This involves using:
- Touch friendly buttons
- Concise and brief messaging
- Quick loading graphics
Mobile devices aren’t going anywhere. If you want to stay ahead of the curve, start optimizing your email campaigns to be user friendly on smartphones.
Email remains to be one of the best marketing channels for growth, and these trends highlight the ever-evolving world of email marketing. Fortunately, you don’t have to navigate these shifts on your own. With JSK Marketing, you get access to an expert team who stays on top of the trends and knows how to engage your customers with content they can’t do without. Contact us today to get started!