As we stand on the threshold of a new year, the ever-evolving landscape of email marketing beckons us with exciting possibilities. Our goals for 2024 are bold, fresh, and vibrant—better campaigns, higher engagement rates, and a seamless brand experience. To accomplish these things, however, we must keep our finger on the pulse of email industry trends and spend some serious time thinking about what those lovely trends mean for us all.
Today, we’ll look at the Litmus team’s top 3 recommendations for email teams in the coming year, based on the trends we’ve observed in email.
1. Bring dynamic content & segmentation to the forefront
We’ve all heard the news about personalization by now—but how do we personalize pertinently and successfully? At Litmus, we feel that the future of personalization includes advanced segmentation tools—so marketers can categorize their audience based on demographics, behavior, and engagement history—followed closely by dynamic content tailored to these segments.
In this email, Pretty Little Thing uses dynamic content to personalize the image in the email. This handcrafted approach ensures that each recipient receives content specifically crafted to resonate with them.
Litmus Personalize users have seen a 52% increase in conversions with dynamic content personalization.
Implementing dynamic content like countdown timers, social feeds, live weather updates, and other personalized elements can significantly enhance email engagement. With tools like these—and personally, we’re partial to Litmus Personalize—email marketers can create hyper-personalized campaigns that capture attention and foster stronger connections with their audience, ultimately driving higher conversion rates and customer satisfaction.
2. Invest in specialized email design assets
We’ve said it once, and we’ll say it again—you need a dedicated email designer! And ideally, one armed with the right tools for the job. (Psst: we use Figma.) As email continues to grow and develop into its own medium that’s still one of the marketing channels with the highest return, specialization is essential.
In fact, according to The 2023 State of Email Report, “35% of companies have an email design specialist” already. We anticipate that this number will only grow in 2024! If you want to be on the forefront of email innovation this year, you’ll want to advocate for getting some expert resources on your email team.
35% of companies have an email design specialist!
Need help getting buy-in? Check out our guide to getting executive buy-in for your email program.
3. Integrate your email tools with the rest of the marketing tech stack
Finally, integrating your email tools with the broader marketing tech stack is pivotal for achieving seamless, efficient, and data-driven campaigns. And this will only be more true in 2024. By connecting email platforms with customer relationship management (CRM) systems, analytics tools, and marketing automation platforms, you can unlock so much potential. More insights, more personalization, and more transparency around results—just to name a few.
Want to get the most out of your email marketing? Check out our range of integrations.
And the future of email is…
The future of email in 2024 is poised for exciting possibilities, blending personalized experiences, interactivity, and seamless integration. Between the advances in artificial intelligence (AI) and new horizons of personalization, we’re able to make emails more engaging than ever. And honestly… sometimes that just looks like being able to have more fun with it.
Want to learn more about the future of email in 2024? Check out our most recent State of Email report.
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