The truth is that today most people have an email account, whether for personal or professional use. And whether we like it or not, we are constantly receiving messages of all kinds in our mailboxes. We even check them from our mobile phones at any time and place.
According to Statista , the number of users who use email daily will reach 4.6 million by 2025. Knowing this, it is not surprising that email marketing is one of the most used digital marketing channels today, and will continue to be so in 2023.
Why? Because it is a very efficient and cost-effective form of communication, with an impressive return on investment of $36 for every $1 invested. And… who doesn’t like that kind of return?
With that data in mind, we prepared this article, in which we share trends, ideas and tools to help you optimize as much as possible your digital marketing efforts through email, or what we usually call: Email Marketing.
But… Do you know what email marketing is?
Well, it is a form of communication —asynchronous— that uses email to promote products or services. It is a very efficient tool to reach a specific audience and build loyalty .
In the B2B ( Business to Business ) world , email marketing is even more important. It allows us to reach our potential customers quickly and effectively. It also helps us maintain a close relationship with them and always be (or at least try to be) present in their minds.
Whether you are a B2B or B2C ( Business to Consumer ) company, using email marketing as part of your digital strategy will be very important next year. Knowing in advance “what the rocks are in the river” can help us plan and prepare better.
What trends can we expect in email marketing in 2023? Below we present 6 that we believe will be key and essential to know, precisely so that you can properly anticipate them.
6 key trends in Email Marketing 2023
Artificial intelligence.
It is increasingly common to see how Artificial Intelligence (AI) is being used to personalize the content of emails and make them more relevant to each recipient.
If you're a clothing company and you have an email list of potential customers, you might want to send them a promotional email campaign. Instead of manually creating and sending each email, in 2023 companies will be able to use an AI tool to automate this process.
The tool may use machine learning techniques to analyze data about customers' past purchases, interests, and preferences, and use this information to personalize emails sent to each customer. For example, if a customer has purchased sportswear in the past, the tool may include sportswear promotions in its email.
Personalization
Speaking directly to each recipient is becoming gambling data indonesia increasingly important, as it makes them feel valued and connected to the brand. This is why, increasingly, some tools will also be able to use natural language processing techniques to analyse the content of emails and effectively tailor it to each customer, using appropriate language and tone. This will be the next level of personalisation.
User generated content
Using user-generated content in your emails can be an effective way to showcase your brand’s authenticity and build trust with your customers.
If you are a beauty products company, you can run a social media contest for users to share photos of themselves using your products and add a special tag. You can then use these photos in a promotional email campaign to show potential customers how other users are using your products and seeing positive results.
To put this idea into practice, you can use a tag tracking tool on social media to collect all photos with the special tag and select the most relevant and attractive ones to include in the emails. Also, remember to ask users for permission to use their photos and mention them in the emails – this can increase customer trust and loyalty towards the brand.
Privacy
With the rise in awareness about online privacy, it is important to show your customers that you respect their privacy and do not share their data with third parties. In 2023, more and more companies will be concerned about protecting the privacy of their customers and potential customers. This in turn helps not only avoid problems due to non-compliance with legal regulations, but also helps build trust with the audience.
Using Dark Mode
Dark mode is becoming a popular trend in email design as it can help emphasize certain elements and make content easier to read. In 2023, we will see the use of dark mode becoming more and more popular in email actions.
Animated elements within emails:
Animated elements, such as GIFs and videos, can make your emails more engaging and fun.
In 2023, more companies will use animated GIFs or videos in their email marketing actions, as an effective way to showcase the features and benefits of a product, but with added dynamism. This can help increase recipients' interest and purchase intent.
5 ideas on how B2B businesses are taking advantage of email marketing
Send periodic newsletters with valuable and relevant content for your potential and current clients.
Use advanced segmentation to send personalized and relevant emails to different groups of recipients.
Conduct email marketing campaigns to launch new products or services and generate interest in them.
Use email marketing to conduct surveys and collect feedback from your customers, which will help you improve your products or services.
Make use of email marketing automation to send follow-up emails and build customer loyalty, as well as to recover those who have stopped buying your products or services.
6 tools to do successful Email Marketing in 2023
Mailchimp: This is one of the most popular and easy-to-use email marketing platforms. Its main advantage is that it offers a free version for small businesses and entrepreneurs.
Constant Contact: Another popular platform that stands out for its ease of use and its online support and tutorials.
HubSpot: This is a comprehensive marketing platform that includes email marketing tools, as well as contact management and results analysis tools. Its main advantage is that it allows you to integrate all these tools in one place.
AWeber: This is an email marketing platform with a wide variety of templates and automation tools. Its main advantage is that it offers a 30-day free trial so you can test its platform before purchasing.
GetResponse: GetResponse is a complete email marketing platform that includes automation tools and advanced segmentation. Its main advantage is that it offers an easy-to-use interface and a wealth of resources to help you improve your email marketing campaigns.
MailRelay : is an email marketing platform that stands out for its high level of customization and the number of tools it offers to segment and automate your campaigns. Its main advantage is that it allows you to send up to 80,000 emails per month with its free plan, 20,000 contacts, including support, without advertising or daily sending limits. This makes it an attractive option for small businesses and entrepreneurs.
Some advantages and disadvantages of email marketing
One of the main benefits of using an email marketing platform is that it allows us to send mass emails efficiently and measure the results of our campaigns. It also offers us automation and advanced segmentation tools that allow us to personalize the content and make it more relevant to each recipient. In addition, it saves us time and effort by not having to worry about the technical management of sending emails.
However, there are also disadvantages to using an email marketing platform . One of them is the cost, as many platforms require a monthly or annual subscription. Another disadvantage is that it can be complicated to learn how to use all the tools they offer, which can take time and effort. It is also important to keep in mind that if not used in an ethical manner that respects the privacy of the recipients, email marketing campaigns can be considered spam and negatively affect our brand image.
Now it's your turn
In conclusion, email marketing remains a powerful tool in B2B strategy, and in general for any company that is carrying out marketing efforts. Knowing the trends can help you maximize its effectiveness and, now that you know how to get the most out of it, your email campaigns are sure to be successful.