Throughout 2023, email marketing has remained one of the most popular channels for digital marketers around the globe.
Considering 87% of brands see email marketing as critical to their business’s success— and industry revenue is estimated to increase by 1.44 billion USD next year — we think 2024 holds massive potential for email marketers everywhere. Informed by the trends we’ve seen in 2023 and the ever-changing nature of consumer behaviors and industry standards, here are our top 3 predictions for email marketing in 2024.
Prediction 1: More Personalization with User-Generated Content (UGC)
For email marketers, the importance of personalization isn’t new, but the use of user-generated content (UGC) definitely is. According to Hootsuite, UGC is “original, brand-specific content” that customers create themselves and share on channels like social media. Whether that’s a testimonial or a selfie from Instagram, incorporating UGC into your emails is an easy way to use personalized, targeted social proof to leverage the power of consumer-to-consumer trust.
In 2024, we expect UGC to become even more popular in email marketing, especially with content from newer platforms like Threads and TikTok.
Prediction 2: Creative, Interactive Emails Become the Norm
Did you know that interactive email elements like videos, gifs, or quizzes can increase your conversions? In a 2023 survey by Wyzowl, 89% of participants reported that watching video content had convinced them to buy a specific product or service. What’s more, Demand Metric found that interactive content converts “moderately” or “very well” about 70% of the time, compared to passive content, which only converts about 36% of the time.
In 2024, we expect interactivity in email marketing to become the rule, not the exception, with brands exploring creative new ways to engage their audiences with participatory elements.
Prediction 3: Privacy and Protection Skyrocket to Top Priority
In 2021, Statista reported that 80% of emails worldwide were spam, so it’s no surprise that consumers are craving stronger protective measures. Email service providers are changing to make it easier to keep consumers safe, with new sender requirements launching as early as February 2024. Both Gmail and Yahoo are pushing better security standards, requiring bulk senders to authenticate emails, enable easy unsubscribing, and only send emails they know users want.
In 2024, we expect more and more brands to explore creative, compliant email marketing strategies to better protect their recipient’s privacy while complying with new regulations.
Wrap Up
2024 promises to be a transformative year of opportunity and potential for email marketers everywhere.
As marketing teams prioritize UGC-focused personalization and stronger interactive elements while making changes that adhere to new privacy and protection regulations, we’re confident that some incredible new campaigns will hit inboxes in 2024… and we can’t wait to see them.