Marketing

Three Trends in Email Marketing Every Business Should Consider

Dec 19, 2022

Learn how to apply these three email marketing trends to wow your customers now and in the future.

AvatarImg
Gary FroniewskiContent Writer
Three Trends in Email Marketing Every Business Should Consider

Organizations should strive to adapt to marketing trends so they can get an edge on their competition and meet increasing consumer expectations around how brands communicate. This is especially important as a small business who’s scaling a strategy for the first time.

Based on Gartner’s Guide to Email Marketing Strategies That Drive Impact [1], we’ve identified some of the latest trends in email marketing to help business owners who are adapting to changing consumer preferences.

Being aware of trends like these and adopting technology to accommodate them is a crucial aspect of scaling your digital marketing strategy. In fact, 83% of respondents in GetApp’s 2022 Emerging Martech Survey [*] saw a positive return on investment (ROI) from adopting emerging or disruptive tech.

Trend #1: Data privacy developments

With changes like Apple’s Mail Privacy Protection (MPP) limiting the amount of data businesses are able to collect and Google’s plan to phase out third party cookies in its Chrome browser, customer data collection and the way businesses leverage that data is under a microscope now more than ever.

If you’re interested in learning more, download the PDF below to familiarize yourself with Apple’s MPP and what it means for your email marketing goals.

Interestingly, and despite these changes from tech giants, consumers with businesses. In fact, an overwhelming 85% of consumers said they’re willing to share their sentiment data—with 41% of those being very willing [**].

willingness to share data

However, even with their willingness to share explicit data with businesses [2], customers are still wary of how that data is being used. And rightfully so. Gartner recommends alleviating these privacy concerns by being transparent about how and where you intend to use data collected from customers [2].

Perhaps most intriguing is the fact that although customers are willing to share, not all businesses are willing to listen. Only 36% of marketers say their company actually collects sentiment data. We see this as a big misstep that you should avoid.

How do I get started?

The switch from third party data collection to first party means you should collect customer data—sentiment included. Do this by leaning on surveys, loyalty programs, and account setup forms to learn about your customers beyond basics like name, gender, and email.

How do I get started?

The switch from third party data collection to first party means you should collect customer data—sentiment included. Do this by leaning on surveys, loyalty programs, and account setup forms to learn about your customers beyond basics like name, gender, and email.

Trend #2: Using tech to increase the effectiveness of email personalization

In Gartner’s Market Guide for Email Marketing [3], one of the key recommendations to respond to emerging trends is to assess your ability to deliver more targeted, personalized messaging as part of your email marketing strategy. In fact, narrowing your target audience and being more specific with how you’re trying to reach individual email users directly correlates with good email engagement [4].

They recommend following this assessment by investigating how additional customer data management capabilities and new marketing technology can add more value and drive a greater impact for your marketing objectives. That tech includes methods like SMS and in-app notifications, but it also includes AI and machine learning.

AI investment

In GetApp’s Emerging Martech Trends survey[*], 72% of companies have invested in or plan to invest in AI/machine learning to accomplish marketing objectives, including advancing their personalization efforts.

What does this mean for your email marketing efforts? For starters, more sophisticated targeting can help boost open rates, especially for promotional messages like discount emails [2]. Leveraging this tactic also helps businesses track how different segments respond to messaging, continuously refine their email strategies, and ensure the deliverability of transactional emails.

As the deprecation of third-party cookies continues over the next year, this type of first-party data will become increasingly valuable. This includes both implicit data (data collected automatically from customer actions) and explicit data (data customers manually enter into forms on brand sites).

contact engagement

An example of a contact management dashboard from Seventh Sense (Source)

To accomplish this, it’s important to leverage features of your email marketing platform that aid in marketing automation and contact management while also protecting the deliverability of your triggered emails [5].

Popular email clients like Gmail and Apple Mail are getting smarter at sifting automated content on behalf of a user, so it’s crucial to ensure your triggered messages are personalized (and valuable) enough to reach your readers.

How do I get started?

Take steps to protect the deliverability of automated emails by providing consumers with a preference center to reduce non-opens, implement a stable frequency of sends, regularly clean your email list, and force a double opt-in for new subscribers.

Trend #3: Prioritizing accessibility

The final email marketing trend we’ll discuss today is the prioritization of inclusiveness and accessibility in email design. In speaking with Dan Rauchwerk, board member of Atlanta Rescue Dog Cafe and email marketing expert of over 10 years, he had this to say:

“Inclusive design is really important. A lot of people are focusing more on making sure their emails are readable to people with learning disabilities, visual disabilities, or those who might need to use a screen reader or other assistive technology.”

This observation also bears out in the data. In fact, 83% of marketers say their company is doing more to provide accessibility in digital marketing than it did in the past [***]. Merely being aware of the issue doesn’t make it easy to address, however, one in four marketers cite the lack of technology or staff to implement features as a top barrier to creating accessible digital marketing.

barriers to accessibility

Investing in new technology or upskilling your employees is one way to address the issue, but there are steps you can take today to modify your content without the need for increased investment.

How do I get started?

Produce emails with high color contrast, include alt text for images, offer plain text emails along with HTML versions, and separate image elements from textual elements in your designs. All these factors make for a more-inclusive experience that allows readers to fully engage with interactive content.

Putting it all together to remain competitive (now and in the future)

email marketing trends 3

This list of email marketing trends is far from exhaustive, but addressing data privacy concerns, personalizing messaging, and increasing your focus on accessibility will help you not only reach more customers now—it will also prepare to better serve them in the future.

If these aspects of a forward-looking marketing strategy haven’t yet made their way into your organization, you can be the agent of change. Collaborate with your marketing peers to assess your data privacy and accessibility policies then enact a plan to improve upon them using the tips above.

Ready to learn more about email marketing (and its future)? Keep an eye on the GetApp blog for more new content, and start with the resources below:

Note: The screenshots of applications included in this article are examples to show a feature in context and are not intended as endorsements or recommendations.

Note: Questions and responses have been edited for brevity and clarity.

Methodology

* GetApp’s 2022 Emerging Martech Trends Survey was conducted in May 2022 among 301 U.S. marketers. Qualified respondents were screened to work full-time in marketing, advertising, sales, or IT departments and have some level of involvement in marketing-related activities. Respondents were also required to have invested in some form of emerging or disruptive technology in the last 12 months.

** GetApp’s 2022 Privacy-Focused Consumers Survey was conducted in April 2022 among 299 U.S. respondents to study marketer actions, attitudes and reactions towards data privacy. Respondents were screened to work full-time in marketing, advertising, sales, or IT departments and have some level of involvement in marketing-related activities.

*** GetApp’s 2022 Accessible Marketing Survey was conducted in July 2022 among 428 U.S. marketers to explore the accessibility features and/or functionality marketers are currently offering their customers and the barriers that exist to providing improved accessibility in advertising/marketing. Respondents were screened to work full-time in marketing, advertising, customer service, HR/finance, sales, or IT departments and have some level of involvement in marketing-related activities. A subset of 401 respondents indicated that their company currently offers accessibility features within their current digital marketing content.

avatar
About the author

Gary Froniewski

Content Writer
Gary Froniewski is a Content Writer at GetApp covering all things digital marketing, with a focus on emerging trends in experiential marketing. A recipient of multiple AMD Spotlight Awards for flagship product launch campaigns, he has a wealth of experience creating compelling copy to support Fortune 500 companies and small businesses alike. In his spare time he loves to enjoy food experiences, play tennis and disc golf, and explore nature in his home base of Austin, TX.
Visit author's page

mentioned in this article