Undoubtedly, email marketing still works. According to Statista, usage of email globally will grow to 4.6 billion users by 2025, which is more than half the world population. In 2022, 333.2 billion emails are expected to be sent and received each day. And by 2025, that number is expected to grow to 376.4 billion. Because of email use, 9 out of every 10 marketers plan to use email for marketing and content distribution, especially with 49% of consumers revealing that they like receiving emails from their favorite brands as often as once a week.

With email marketing proving that it should still be an integral aspect of your marketing strategy, marketers should stay updated on the latest email marketing trend if they want to remain competitive. Here are email marketing trends to watch out for:

Enhanced Personalization

Personalization works wonders for email marketing. Emails with personalized subject lines generate 50% higher open rates. Not only does personalization increase open rates, but it also drives engagement. However, personalization should go beyond addressing the recipient by name. Personalization strategies should leverage segmentation, automation, and personalized content.

Engaging Interactivity

Interactive emails are engaging, leading to improved lead generation, sharing, and feedback. Some interactive email elements and examples to consider are videos, animation, gamification, quizzes, polls, image carousels, shopping carts, and specific product pages. Adding video content to your emails can increase click rates by 300%. Achieve interactivity with fun elements like animated GIFs, hover-over imagery effects, image rollover effects, and interactive sounds.

Deep Microsegmentation

Segmentation has proven to work. So it’s time to go deeper into customers’ behaviors, preferences, personalities, and locations when sending personalized and targeted emails. Microsegmentation requires detailed segmentation using customer data, demographics, and socio-economic status. Microsegmentation is effective because it taps into psychological and behavioral consumer patterns. Therefore, microsegmentation leads to increased open rates, greater email relevance, lower opt-out rates, greater customer retention, and better deliverability.

AI and Big Data

Artificial intelligence is transforming email marketing strategies by providing predictive analytics, optimizing send times, and arranging email campaigns. The technology can also help pick the most effective subject lines by analyzing historical data. With the right AI tools, you can ensure your email campaigns are successful by cleaning your email list. Of course, AI is only as good as the data you feed into it. Therefore, it’s crucial that you collect the right data and keep your data clean.

Improved Email Deliverability

Email marketing budgets no longer focus solely on content. After all, even the most impressive content goes to waste if the intended recipient never sees it. Therefore, there’s increased focus on improving email deliverability, starting with ensuring email lists are clean and don’t contain incorrect, inaccurate, and duplicate emails.

At RunnerEDQ, we can remove up to 95% of bad email addresses to increase email deliverability. We also enhance your existing email list with a demographic data solution that taps into a data file of over 2 billion records. We can help boost your segmentation and micro-segmentation efforts by appending your database with valuable demographic data, such as household income, marital status, residence, credit card information, and more.