Trend Forecast: 7 Email Marketing Trends to Expect in 2024

To ensure the continued patronage of your existing customers, it is crucial to maintain a strong connection with them. By keeping them engaged with your brand, you can confidently remain top of mind and secure their loyalty.

Just like direct mail and its many strengths, emails can also be a great way to stay connected with your customer base. When well-crafted, emails allow you to build brand awareness and loyalty while securing future sales and recommendations. Plus, you can improve the response rate of your direct mail campaign by integrating it with email marketing.

Follow these seven trends to maximize your email marketing efforts in 2024.

1. Multi-Channel Marketing

In 2024, multi-channel marketing is the trend every business must embrace. It’s impossible to reach all of your existing customers through just one marketing channel.

Successful companies understand the necessity of reaching out to their database and target demographics in various ways. Otherwise, you are going to miss out on sales and conversions.

Multi-channel marketing amplifies your reach and maximizes opportunity. Modern customers frequent many channels, so your business must be there, ready to be noticed.

Email marketing works best when done in conjunction with other marketing channels. For example, you can (and should) integrate email marketing campaigns with direct mail campaigns. Combining email marketing with direct mail marketing improves your response rate, brand recall, and ROI.

Email is most powerful when used alongside direct mail and other marketing channels.

2. Hyper-Personalization

Personalization is one of the best ways to improve email engagement rates. Although personalizing emails to recipients is nothing new, hyper-personalization is the next step in this trend’s evolution. Historically, personalization only went as far as mentioning the recipient’s name in the first few lines of the email. In 2024, that will no longer be enough.

Customers want to feel special and treated like real human beings. They want emails tailored to their needs, preferences, and desires– not blanket emails that practically count as spam.

More than ever, it’s critical to know your customers and understand the type of content that they want to receive.

Segmentation is an excellent strategy for this. You can improve open rates and customer satisfaction by segmenting your email subscribers based on interests, buying patterns, CAT behaviours, and activity.

3. User Generated Content

User-generated content (or UGC) dominates digital marketing, including email marketing. This type of content is so powerful because it is perceived as authentic. It’s made by consumers for consumers.

More than 90% of people trust the recommendations of family, friends, and other customers when making purchases. UGC harnesses this trust in fellow consumers. Every piece of UGC in an email is a vote of confidence, encouraging subscribers to buy or use your company’s products or services.

UGC is highly impactful because it delivers a personal experience. It helps you stand out, cut through the content clutter, and increase the engagement of your email marketing campaigns.

4. Artificial Intelligence & Automation

Artificial intelligence (AI) has become an indispensable part of email marketing. Embracing AI tools can streamline marketing efforts, enhance effectiveness, and analyze data. Companies can even outsource email planning and management to AI.

With AI tools, personalizing emails, scheduling campaigns, and analyzing results have never been easier. AI tools can implement A/B and Multivariate Testing and help you understand the responses. AI can use that data to determine predictive consumer behaviour, optimize send times, and personalize messages.

Data collection, data analysis, email design, personalization and email sending will be automated by AI.

5. Repurpose Existing Content

Repurposing existing content has become essential in modern marketing. Constantly generating fresh ideas for every one of your business’s marketing channels is a huge and time-consuming task (even with the help of AI).

Instead, it’s better to maximize your efforts and get the most out of each piece of content you produce. Doing so extends the lifespan and reach of the content you already invested time and energy in creating. You can even repurpose direct mail content into an email follow-up.

Emails are a fantastic channel for repurposed content. You can repackage blog posts, YouTube videos, podcasts, Instagram posts, and other visuals into email format. Remember to link to the original content to drive views and engagement on your other marketing channels.

6. Animated and Interactive

Interactive content is a highly effective strategy for increasing engagement. Why? Simple. Interactive emails contain elements that recipients can engage with, like polls, quizzes, product carousels, and forms.

CTA buttons, hover effects, and clickable images are some other examples.

These interactive elements generate curiosity and encourage action. They make your email exciting—especially compared to ordinary, plain-text emails.

As a result, recipients will spend more time looking at, examining, and interacting with your email, thus increasing the chance of conversion and strengthening brand recall. We also see this occur with direct mail pieces that possess highly interactive features, like unique folds and reveals.

Interactive emails offer abundant opportunities to get creative with your email design. Remember, it doesn’t have to be complicated. Simply incorporating a GIF or two, a countdown, or a poll can increase your email’s impact.

7. Video Content

Video is king. With the rise of short-form video on platforms like TikTok, Instagram, and YouTube, no company can afford to avoid the booming video trend. In 2024, there will even be a greater use of video in emails.

And it makes sense. Videos, especially short-form videos, are powerful for grabbing consumers’ attention. Videos are a much more engaging way of delivering information than ordinary text.

Including video keeps recipients looking at your email longer, which is essential for increasing conversion and brand awareness.

You can embed product demos, customer testimonials, and dynamic product announcements in your emails.

Direct Mail and Email Advertising

Troi Mailing Services offers direct mail printing and fulfilment services to businesses in Toronto. Combine email marketing with direct mail marketing to improve your response rate and maximize brand recall.

To learn more about integrated mail advertising in Toronto, call Troi Mailing Services at 1-866-486-0423 or contact us here.

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