Halon have produced an Email Marketing Trends Report for 2023, the past few years having brought a number of difficult challenges, from the pandemic to recovery, then high inflation, and now an anticipated global recession which are all reflected in the report.
Whilst challenging trends are expected to continue into 2023, it is still shaping up to be an exciting year for email marketing. Just this month over $100mn has been invested in the sector. According to numerous experts, email marketing will continue to be a preferred marketing channel by consumers, providing an ROI of £38:1. It is also an incredibly sophisticated channel, requiring multiple disciplines and layers of expertise.
With all this in mind Halon chose to produce this deep dive into the priority email marketing trends for 2023, as gathered from 20 global leaders in the email industry.
These trends span seven email marketing disciplines, including strategy, data, design, personalisation & content, AI, automation and deliverability & security.
For example, in terms of strategy, Ryan Phelan from RPE Origin believes email must adapt to survive the evolving global economy. Komal Helyer from Fractional CMO suggests that brands should plan their strategy around providing additional value and reducing friction in the buying process.
In terms of data, Emma Egerton from The Lumery believes brands must provide an equitable data exchange. Jennifer Nespola Lantz from Kickbox stresses the importance of data transparency, while Frank Brooks from Dotdigital suggests leveraging customer intent to maximise opportunities.
When it comes to design, Kath Pay from Holistic Email Marketing recommends using master templates to work smarter, not harder. Adeola Sole from Holistic Email Marketing believes that email interactivity can help with branding exercises, customer satisfaction, engagement and driving revenue.
In terms of personalisation & content, Jaina Mistry from Litmus believes that hyper-personalisation will be the norm, while Rebecca Godwin from The Lumery encourages brands to be conscious of customer segments and needs.
AI is also a growing trend, with Matthew Dunn from Campaign Genius explaining how it will fundamentally change design professions. Yanna-Torry Aspraki from Email Consul explains how AI and Machine learning will solve the growing data and email metrics problem.
Finally, when it comes to automation, Dela Quist from Alchemy Worx suggests that brands who fail to take advantage of automation are likely to suffer. Fredrik Poller from Halon believes that email security and privacy is the priority, while Matthew Stith from Spamhaus explains why businesses must nurture their email sending practices.
This is just a snapshot of the 30+ email trends for 2023, so make sure to check out the full report for a wealth of insights and tips.
