6 Email Marketing Trends for the Year 2023

Email Marketing Trends

Are you a digital professional, and are you interested in email marketing? Here are the six emailing trends to follow in 2023 to optimize your chances of a successful year and achieve results!

While digital marketing is changing dramatically every year, email marketing remains one of the most effective channels for online marketers, and for a good reason.

According to recent data, each dollar spent in this channel (excluding rental of external bases) leads to an average return on investment (ROI) of 4200%.

Whether working in a small business, self-employed without employees or working for a large company, email remains an essential digital communication channel for staying in touch with prospects and customers.

Some of the most important email marketing trends for 2023 will be covered in this post.

To help you predict the future of email marketing, we’ll also look at the long-term industry trend.

Types of email marketing

Businesses can use a few different types of email marketing to reach their customers. Such as:

Types of email marketing

The essential newsletter

Few brands do not offer to subscribe to their newsletter during a visit to their site: discount codes and promises of exclusive and preview information. The newsletter lets you send information about your new products, news, or even your current offers.

It supports a multitude of tones (formal, humorous, relaxed, etc.) and can intervene throughout the prospect’s maturation process.

Promotional emailing

Typically sent to existing customers or hot prospects, promotional email informs the reader of a special offer or promotion. The goal is to bring this reader to concretize or renew his buying experience.

Be careful not to send this type of email too frequently, at the risk of annoying the recipient.

The welcome email

When creating an account, it is common to receive a creation confirmation email. This is your chance to deliver a blow! Bring as much value as possible to the recipient from this first email and make him understand that he is in the right place. 

Share valuable resources, and offer him a valid reduction on his next order. Additionally, pay attention to how your email appears.

The feedback request email

This email is double-purpose since it will also serve your introspection and evaluate your performance. Twist your review request email to clarify to the recipient that their personal opinion matters – which should be the truth! 

This approach can be interpreted as an approach of humility by your audience and will strengthen their confidence in you. 

TOP 6 email marketing trends for 2023

Staying abreast of the latest trends in email marketing is essential to constantly renewing and improving your emailing strategy from year to year.

Email marketing trend #1:  Automation, a trend that does not disappoint!

Although automated messages continue to dominate the emailing landscape, alone accounting for nearly 32% of all orders generated by the email channel (compared to only 2.4 % of emails sent), it is still just as important to optimize your traditional email marketing campaigns by staying on top of the latest trends.

With that in mind, we recommend making automation a central part of your email marketing practices. You can keep your audience interested without spending time individually developing messages for each prospect by using the following:

  • Email automation workflows
  • Including welcome emails
  • Abandoned cart messages
  • Re-engagement sequences

Email marketing trend #2: User generated content in marketing emails

E-merchants often use UGC or User Generated Content on social networks to promote their brands, but it is still not often reused in emails.

However, the interest in the photos and content its customers generate no longer needs to be proven.

More authentic, this content acts as social proof that boosts conversions, so it would be a shame to deprive yourself of it in your email marketing campaigns!

So while most emails should focus on their content, also considering putting forward more customer-generated content is worthwhile, and here’s why.

  • It enables you to depart from the typical graphic style and routine.
  • It demonstrates to clients your concern for their fulfillment.
  • Highlighting photos of happy customers acts as social proof.

Email marketing trend #3: Hyper-segmentation and personalization of campaigns

Before, it was common to send a single weekly newsletter to your entire base without personalization.

But that was before.

In 2023, it is increasingly necessary to segment, target, and personalize its email marketing campaigns to obtain the best results.

Segmentation and personalization are about:

  • Sending the right content 
  • To the right users 
  • At the right time

If a customer typically makes purchases around 8 a.m., it’s in your best interest to send them promotional emails at that exact time.

Logical, right?

The more you tailor emails to each subscriber’s needs, the more likely they will be interested in your content.

Email marketing trend #4: Hyper-qualification and enrichment of databases

Of course, audience segments depend on the data you initially collect about your customers and prospects.

Collecting more information about its customers, prospects, and users is one of the significant challenges for email marketers in 2023 (and the years to come).

Enriching your email databases is essential for a successful email marketing campaign. This helps you:

  • Personalization scenarios will be advanced and efficient
  • Increase response rates
  • Improve engagement

Email marketing trend #5: Augmented reality (AR/VR) for email marketing

Augmented and virtual reality are two emerging technologies in recent years that offer myriad applications for personal and business environments.

While there are still hurdles that make it quite difficult for marketers to leverage this content in emails, this is changing as augmented reality and virtual reality becomes more accessible across different devices and operating systems.

Users may view augmented reality material from the Mail app and other native apps thanks to Apple, which has integrated augmented reality capability into iPhones and iPads.

As a marketer, it is now possible to send a basic 2D image in an email that can turn into a 3D AR object when users click or tap on it.

Warby Parker, a company specializing in the sale of glasses, tested this by allowing its users to visualize what their faces would look like with different types of glasses by integrating augmented reality directly into their emails.

Of course, this trend is, for the moment, relatively embryonic since it is only aimed at mobile users equipped with iPhones or iPad. Still, with good segmentation, it is thus possible to increase the user experience of these subscribers with these kinds of innovative features.

Email marketing trend #6: Responsive and optimization of campaigns for mobile consumption 

You must make sure that your emails display and work properly on mobile devices due to the move to mobile. Your emails should be responsively designed to adjust to the subscriber’s device.

 Additionally, consider the mobile user while designing your emails. Because…

  • Today, mobile devices are used to open more than half of all emails.
  • 75% of smartphone owners check their inboxes using their devices.
  • In 2023, responsive email design should be a priority for all businesses.

Growth of email marketing revenue

Email marketing continues to be a significant revenue driver for businesses of all sizes.

In 2017, email marketing generated $4.92 billion in revenue worldwide, which is projected to grow to $10.89 billion by 2023. This reflects that email marketing’s compound annual growth rate (CAGR) is 0.85%.

Email marketing do’s and don’ts

Email marketing can be a vital tool for your business, but it must be done properly to be successful. To help you get started, consider the following do’s and don’ts.

Email marketing do's and don'ts


  • Use time-based automation triggers.
  • Give your subscribers top priority.
  • Test your emails before sending them.
  • Keep your subject line between 35 to 50 characters long.
  • Have a fair proportion of text and images.
  • Employ an experienced email marketing consultant.


  • Not maintaining an email address database.
  • Only send promotional emails.
  • Make false promises.
  • Include all the CTAs in the world in your emails.
  • Undervalue the need for a knowledgeable email marketing consultant.
  • Not personalizing your marketing emails.

Frequently Asked Questions

Is email marketing dead?

Ans: Email marketing is still alive, and there is no likelihood that email marketing will become obsolete soon. It is still relevant and a practical technique to reach customers. Around 5.5 billion email accounts are currently active worldwide, and this number keeps rising.

How much does email marketing cost?

Ans: Mid-sized companies spend $10 to $1000 monthly on email marketing. You can send email newsletters for free using a simple campaign and a do-it-yourself strategy. However, depending on the platform and subscriber count, the majority of firms will spend up to $1000 on self-managed email marketing.

We charge between $250 and $700 for each email campaign if you wish to employ a marketing company like us for your campaign. The cost of the email marketing agency will include the plan for email marketing.

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