Which Email Marketing trends are being successfully adapted in 2024?
Posted: Wed Dec 04, 2024 5:11 am
In January, on this blog, we were lucky enough to speak with several Email Marketing experts about the different trends that, from their point of view, were going to be successful in 2024.
Once we gathered the information, we saw that during this year, Email Marketing professionals paid special attention to generative AI, AMP challenges in email, as well as the different trends, challenges and winning trends.
So, in this post, we are going to look at where email marketing professionals agree on investing their time and money and the current trends in Email Marketing in 2024, highlighting the growth in the use of generative AI, the challenges faced by technologies such as AMP for email, and the importance of strategies such as personalization and segmentation.
1. The importance of generative AI
Generative AI has gained ground in the world of email marketing. It is important to note that generative AI is not just about copywriting, but images are also becoming very important . There are now AIs that are fully capable of designing corporate content from scratch such as logos, brand identities, etc.
Surprisingly, 33% of marketers use it to create content , outpacing even belgium mobile phone number list technologies like video interactivity and CSS, according to a Capterra survey . However, despite its popularity, performance reports suggest that generative AI is more about saving time than significantly improving content quality.
An interesting difference is seen across organisations of different sizes, with smaller organisations (with fewer than 500 employees) being more likely to adopt generative AI. This could be due to less concern about legal risks and the attraction of this time-saving technology.
2. AMP Email Challenges
Despite being five years since its launch, very few marketers are using Accelerated Mobile Pages (AMP) technology for email. As we’ve seen in our blog , AMP for Email is a language that aims to optimize the speed of mobile web pages, and also to add interactive content directly into your emails. Therefore, we can say that this technology serves to increase the loading speed of emails and to create interactive emails that behave like a normal web page.
This specific approach is hampered by the lack of support from key email clients such as Apple Mail and Outlook . Although those who use it are pleased with the improved performance, the low adoption suggests that AMP for Email may remain a niche tactic for the foreseeable future.
3. Key trends, challenges and winning strategies
Among the tactics that have been shown to significantly improve email marketing performance are: live content, multivariate testing, personification, segmentation and finally, omnichannel marketing . Virtually all professionals agreed on the same points and it is not surprising, since all of them have been proving their importance for some time.
Ana Tejeiro, in her previous appearance in our post, told us the following: “the real revolution and trend is that, once and for all, companies manage to give the exact relevance to the Email channel, that is, put much more focus on hypersegmentation and channel orchestration . More (volume of shipments, CTAs, images, etc.) does not mean more (conversions, leads, sales, information). We must work with this AI in impeccable data hygiene, in simplifying creatives (which does not mean simplifying personalization), in reliable predictive models and models based on customer behavior in real time. There is nothing more revolutionary than being user-centric , but really. Choosing the truly appropriate channel for a customer and having our beloved Email give way to its companion channels, appearing at the moment when it is worth it being the protagonist.” Which we consider perfectly sums up the focus of this 2024.
Once we gathered the information, we saw that during this year, Email Marketing professionals paid special attention to generative AI, AMP challenges in email, as well as the different trends, challenges and winning trends.
So, in this post, we are going to look at where email marketing professionals agree on investing their time and money and the current trends in Email Marketing in 2024, highlighting the growth in the use of generative AI, the challenges faced by technologies such as AMP for email, and the importance of strategies such as personalization and segmentation.
1. The importance of generative AI
Generative AI has gained ground in the world of email marketing. It is important to note that generative AI is not just about copywriting, but images are also becoming very important . There are now AIs that are fully capable of designing corporate content from scratch such as logos, brand identities, etc.
Surprisingly, 33% of marketers use it to create content , outpacing even belgium mobile phone number list technologies like video interactivity and CSS, according to a Capterra survey . However, despite its popularity, performance reports suggest that generative AI is more about saving time than significantly improving content quality.
An interesting difference is seen across organisations of different sizes, with smaller organisations (with fewer than 500 employees) being more likely to adopt generative AI. This could be due to less concern about legal risks and the attraction of this time-saving technology.
2. AMP Email Challenges
Despite being five years since its launch, very few marketers are using Accelerated Mobile Pages (AMP) technology for email. As we’ve seen in our blog , AMP for Email is a language that aims to optimize the speed of mobile web pages, and also to add interactive content directly into your emails. Therefore, we can say that this technology serves to increase the loading speed of emails and to create interactive emails that behave like a normal web page.
This specific approach is hampered by the lack of support from key email clients such as Apple Mail and Outlook . Although those who use it are pleased with the improved performance, the low adoption suggests that AMP for Email may remain a niche tactic for the foreseeable future.
3. Key trends, challenges and winning strategies
Among the tactics that have been shown to significantly improve email marketing performance are: live content, multivariate testing, personification, segmentation and finally, omnichannel marketing . Virtually all professionals agreed on the same points and it is not surprising, since all of them have been proving their importance for some time.
Ana Tejeiro, in her previous appearance in our post, told us the following: “the real revolution and trend is that, once and for all, companies manage to give the exact relevance to the Email channel, that is, put much more focus on hypersegmentation and channel orchestration . More (volume of shipments, CTAs, images, etc.) does not mean more (conversions, leads, sales, information). We must work with this AI in impeccable data hygiene, in simplifying creatives (which does not mean simplifying personalization), in reliable predictive models and models based on customer behavior in real time. There is nothing more revolutionary than being user-centric , but really. Choosing the truly appropriate channel for a customer and having our beloved Email give way to its companion channels, appearing at the moment when it is worth it being the protagonist.” Which we consider perfectly sums up the focus of this 2024.