When I was in college, I loved watching PTI.
Pardon the Interruption. It was a pioneering sports talk show. One that spun off so many copycats because it was so successful.
And one of my favorite parts of the show was when Tony Kornheiser would put on this wizard hat and make predictions about the sports landscape.
Most of them were over the top and made for great conversation.
So, I thought I’d put on my own wizard hat and make some predictions about 2024 when it comes to email marketing.
While these aren’t as “over the top” as Tony’s were… I think they are all going to be important to keep in mind as we start this new year.
1. Personalization Beyond First Names
Including someone’s first name in an email has always been a great way to get “personal” with your email content.
But in 2024, you’re going to need to go further than just Hello {FNAME}.
With the rise in AI and social media usage, people are looking for more and more personalized content. We get targeted with ads based on our scrolling history. We get recommended YouTube videos to watch. Spotify shares our personalized playlist every year based on our listening habits.
Generic content is out. Personalized content is a must.
Fortunately, I think AI will play a massive role here (and it already is starting too.)
By collecting first party data (based on what your subscribers are clicking on your website and the products they are using) and by collecting zero party data…
And then using AI to segment your list and pull in that data…
You’re going to be able to send hyper personalized content based on your audience’s interests and current problems.
2. Mobile-First Email Design
We’ve all been designing for Mobile for years now (or if you haven’t, you should have been.)
Our mobile phones are a massive part of how we live our lives. More and more people do EVERYTHING on their phones.
The biggest separation between mobile and desktop for the past few years has been that people read on mobile but they buy on desktop.
But I think in 2024 we are going to see a shift in buying behavior.
More people are going to buy straight from their phones.
So having a mobile optimized version of your email is no longer a nice to have… it’s going to be a MUST have.
Another factor to consider in mobile first design is dark mode.
I’ve had my phone in dark mode for months now and I love it. And I know more and more people are going the same route.
The problem then is how poorly emails show up on a mobile phone in dark mode.
Especially when they are image heavy…
So as you are designing your emails for mobile in 2024, make sure you’re taking dark mode into account.
The best way to solve this? More text, less images.
3. Interactive and Dynamic Content
Speaking of images…
That GIF in your last email? People loved it right?
Another simple way to include “dynamic” content in your emails… timers.
Sending something new or innovative or dynamic in email is always a great way to spike engagement.
In 2024, the bar is going to be raised.
While I’m a fan of text-based emails and I lean towards that format… there’s still a place for interactive and dynamic content.
Interactive content within the email, like polls and quizzes that can be accessed without clicking out of the email are going to see a rise in usage.
And dynamic content (using AI) that allows for different presentations within the email based on when someone opens it.
There will always be a place for a good, well-written, text-based email. In 2024 and beyond!
But having dynamic and interactive elements in your email as well… that’s going to be a game-changer.
I also think we are going to see more options for people to complete simple transactions within an email.
Think abandoned checkout emails with the checkout screen in the email… one less click standing between your customer and their next purchase.
4. AI-Driven Email Automation
I love automation. It’s super powerful and when you have all your automations set up and firing… it’s a great way to generate revenue on autopilot.
In 2024, I think AI is going to take automation to the next level.
Think abandoned cart automations that have 5-6 different triggers and pathways.
Welcome flows that divert down different pathways based on the engagement level of a new subscriber.
Post purchase and cross-sell flows that are hyper targeted.
All of this is already possible with current systems. It just takes a lot of work and brainpower to get them all set up and functioning properly.
AI is just going to make it easier and seamless.
5. Privacy-Focused Email Strategies
There are more and more privacy options across the web to hide someone’s location, spoof their email engagement, and protect the user.
Other than trying to gauge realistic open rates, email hasn’t really been affected until now.
And while I don’t think that email is going to see the same negative effects that PPC ads, SEO, and organic traffic have… we still are going to need to be more aware of privacy than ever.
What is that going to look like in email?
Virtually throwing open rates out the window if you haven’t already.
Changing how we track attribution.
Ethical email practices that use first party data without coming across as “creepy”
And more that I’m sure will pop up as we go throughout the year.
Integration of Omnichannel Marketing
Lastly, I think in 2024 we are going to continue to see the rise in importance of omnichannel marketing.
Your email, SMS, push notifications, PPC, Social, and organic/SEO content need to be in alignment.
There’s SO much noise out there already. Making sure that all of your channels are on the same page will be necessary to move prospects down the funnel.
Summary
Here are my Top 5 Email Marketing Trends to look out for in 2024:
- Increased personalization
- Mobile-first email design
- Interactive and dynamic content within emails
- AI-driven email automation
- Privacy focused email strategies
Next Steps…
Are you ready to take your email marketing to the next level in 2024? Here are three ways that I can help:
First – connect with me on LinkedIn here. I share daily posts about what’s working in email marketing (along with other stories.) You can also DM me there with specific questions.
Second – Join my email newsletter. I send a weekly newsletter with a deep dive into something that’s working or a “how-to” like this blog post.
Third – Book a call here. It’s a quick, no obligation 20-minute call where we can chat about anything email related.
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