7 Email Marketing Trends & Best Practices for 2024

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How much have email marketing trends changed in the past few years? As social media continues to evolve, it’s easy to think how your email list kind of just stays the same.

Right? Let’s explore seven trends for email marketing that you should know about!

If you’ve ever turned to Google for marketing trends of any kind, you’ll know just how repetitive they can get. One core common theme I’ve run into mainly includes finding lists of broad-stroking + completely irrelevant trends geared more toward apps, large ‘small’ businesses, or huge agencies.

But what about us entrepreneurs out here trying to piece together a coherent strategy that stands the test of time?

In this post, I talk all about the most exciting email marketing trends you should know about for 2024.

Know these 7 email marketing trends

Around here, I focus my content on specific marketers and business owners: introverts and those who want to market more ethically. We need a more tailored, specific round-up of the best things to keep an eye out for when it comes to email marketing trends.

In this blog post, I’ve gone beyond the trends! You’ll also see a compilation of the best practices for the future of email marketing. Looking for the TLDR? Here are the trends you’ll learn about in this post:

1. User-generated content
2. Repurposing your existing content
3. Using AI intentionally
4. Increased personalization
5. Interactive emails
6. More transparency
7. Hyper-focused subscriber consent

Trend 1: Low-Production, High-Value Content

Out of all the email marketing trends I talk about in this post, I’m most excited about this one! User-generated content (UGC) has become a permanent fixture within the digital marketing landscape. It particularly resonates with those who prioritize authenticity and low-effort, high-value content.

I’m not sure about your TikTok feed, but mine is flooded with business coaches who swear value content is dead in 2023. (It’s not, and I prove it here.)

Think of UGC as a beautiful bridge that connects a message or call to action with a special twist. The general beauty of UGC lies in the value it can bring. Its purpose isn’t all about that flashy production we’ve grown used to. Rather, its heart focuses on real experiences shared by consumers themselves.

I mean, who else would customers trust better than other customers? 

But there’s so much more to UGC than getting your customers to share their reviews in video format. I’d argue that this style of content offers creators, entrepreneurs, and brands the unique luxury of cutting through the content clutter and delivering the most personal experience possible in your marketing.

Why? It’s wonderfully accessible!

The magic of UGC is that you don’t need a professional studio setup. Much of it comes from simple moments captured on smartphones or heartfelt reviews. This trend champions the power of the authentic and aligns it perfectly with ethical marketing ideals. 

Your role? Instead of getting on camera dressed to the ‘nines’ to talk about your product or service, lean on your customers to speak the proof of your product or service. Share behind the scenes. Go full rogue and shoot days in the life. 

People connect with people, and that’s really the ‘secret sauce’ of this!

How To Use UGC in Your Email Marketing

There are a number of creative ways you can leverage user-generated content in your email marketing! 

• Create a hashtag for clients/customers to use – Pull content from this hashtag and share it in a segment in your emails! You can really amp up your prospects’ understanding of your products by showing them in action.
• Share your special hashtag in your emails – encourage your email subscribers to use your hashtag when they talk about your products or services on social media.
• Share your customers’ photos – Expose how real people are using your product or enjoying your services.  Create a collage or choose a few photos that you think best represent the experience you’re trying to provide. 
• Feature customer stories and reviews – Leverage genuine testimonials that share the impact your product/service has had on customers. Share a compelling story of how your product/service has helped.
• Share customer UGC in abandoned cart sequences – I think this is a genius way for you to connect with people who leave your products in their carts!
• Flesh out an email ‘remarketing’ campaign – Remarketing your products or services to past customers can help you retain them for months to come. Share trendy, lifestyle, or inspirational content that helps them connect with your offer.
• Go beyond the testimonials/reviews – Rather than constantly sell products via the star method, collect ones from customers who dive deeper + reflect the community you’re actively building. Snippet their story!

Important note: Before using any of your customers’ photos or reviews, make sure to get their CONSENT. Send them a friendly message, and ask permission to include their photos or reviews in your email campaigns. Bonus points! You can even sprinkle in some incentives like a discount or a freebie so everyone’s happy!

Trend 2: Repurpose Existing Content

Repurposing existing content is a savvy way to maximize your efforts! Repackage your blogs, YouTube videos, podcasts, and other visuals into shorter-form formats for different platforms or audiences. You’ll extend the lifespan + reach of content you’ve already invested time and energy in creating.

Here’s how you can put this email marketing trend into action:

• Share blog content – Compile a roundup of your top blog posts, what they’re about, and links to each one. This is a great way to get your blogs discovered by your email subscribers and to increase website traffic in an organic way.
• Highlight best-selling products or services – Feature the current popular products or services in emails. Share your customers’ experiences. Better yet, give your subscribers a ‘peek’ into your own life!
• Craft an email course – Break down existing comprehensive content into digestible email segments for a valuable email course that your subscribers can look forward to. This content should ‘solve’ a small problem and/or guide them to your more high-ticket offerings.
• Send a round-up newsletter – Bring your audience along into your journey by sharing recent updates of your business or your long-form content. You can include a round-up of your new blogs, new products or services, company milestones, and other information you want your subscribers to know. 

Trend 3: Use Artificial Intelligence More Intentionally

Artificial Intelligence (AI) is no longer a stranger! I’m of the opinion that we shouldn’t be strangers to it. Embracing tools like ChatGPT can streamline your email marketing efforts and enhance effectiveness without compromising your ethics. It’s only a matter of using AI tools intentionally and ethically.

Personally, I use ChatGPT to help me streamline my workflows and processes. I view AI as a form of outsourcing, to be honest. It helps me save time by taking over some of the more mundane stuff like helping start a blog outline or blueprint a new Etsy product concept.

(H4) How To Use AI in Your Email Marketing

• Start your email copy drafts – AI copywriting tools like ChatGPT can generate somewhat human-sounding content with the help of natural language generation (NLG) and a bit of prompt engineering. Draft your content or explore a fresh twist to your own words.
• Generate subject lines – Squeezing all your thoughts into 9-10 words isn’t easy, and it needs to fit with your brand. AI copywriting tools can provide subject line options that match your content, audience, and brand voice.
• Send emails automatically based on triggers + sequences – AI email management tools can be set up to send timely emails triggered by user behavior, providing a personalized experience based on specific actions taken or buying behaviors.

Trend 4: More Subscriber Personalization

Personalization has evolved to be so much more than just mentioning their name in a few lines of the email. Who doesn’t love it when an email feels like it was written just for you?

If you’re looking for the best way to bump up your engagement rates, this trend for email marketing is for you!

Over the past few years, email marketing personalization has really leveled up! This email marketing trend is here to stay (and that’s a GREAT thing). The reason this one is special for introverted entrepreneurs and ethical marketers is that it can help validate subscribers and buyers. 

Nowadays, it’s so easy to feel like just another number. I love personalization because it really gives us marketers the opportunity to rise above those who don’t fully understand that.

If you’re like, “Tell me how I can better personalize my email list!”, here’s how to increase personalization in your email marketing: 

• Segment your subscribers based on topic interests, buying patterns, call-to-action behaviors, activity (or a lack thereof), and more!
• Ask your subscribers what interests they care about most, so they’re not flooded with emails about offers they don’t care about.
• Craft a natural email sequence that offers ‘next step’ recommendations, private tutorials, or freebies/resources after they take a specific action.
• Target your subscribers’ funnel position by surveying where they’re at in their journey with your main offer. That way you’re not sharing emails or resources that completely go over their heads.
• Create a special, exclusive coupon code for subscribers who’ve purchased one of your offers in the past.
• Make note of their preferences + actions by using strategic tags.
• Send your emails from a person — NOT your business. This removes an invisible barrier for solopreneurs and small online teams.

Trend 5: More Interactive Emails

Interactive emails is one of those email marketing trends that lend us the most creativity! They contain elements that the audience can engage with. It’s not just something to look at. Rather, it’s something that they can navigate: kind of like a mini website.

You’ll often see things like CTA buttons, hover effects, making a video thumbnail image clickable, sending subscribers to fill out a form, and other similar things.

Here’s a short list of a few accessible ideas to get you started with this email marketing trend:

• Poll or survey your subscribers
• Include a video link from an image thumbnail
• Send them to a quiz (which also helps you further segment them!)
• Lean on your long-form content or lives to give them more context on your email topic
• Leverage timers or countdowns
• Use buttons that stand out from your text
• Incorporate gifs (because they’re fun)

Trend 6: More Transparency

Transparency and authenticity are incredibly important in building trust with your audience. Your subscribers should always feel respected. When you lay out your intentions, you can create a bridge of trust that strengthens over time.

Having an openness with your list only has positive benefits in my opinion as an email copywriter. I think transparency is the most important of this list of email marketing trends.

Want to learn how you can incorporate this one? 

• Clearly outline how you intend to use their emails if they subscribe, the type of emails they will be receiving, and how often they will receive them.
• Share business practices and values openly.
• Disclose subscriber data handling for email marketing campaigns.
• Make it EASY and SIMPLE to unsubscribe from your list (or a segment). Subscribers can get expensive for most tools. We only want people on our lists who want to be there.
• Do NOT hide your prices on any landing pages you link in your emails. I hate it. You hate it. Not sharing your prices or investment upfront is just a huge waste of time for you and them.
• Use CLEAR calls to action. Don’t make people guess or question what or where they’ll end up.

Trend 7: Hyper Consent

One of the reasons why email marketing works so well is because your subscribers volunteered to receive those emails from you. Offering them a clear and easy option to unsubscribe shows your commitment to their choices, independence, and privacy.

This email marketing trend is a BIG one for me as an ethical marketer. With all the craziness and silliness out there (scams, spam, and online junk), I want you to show me you value my time. I really don’t have time to entertain anyone’s bait-and-switch attempts.

Plain and simple: I value someone who values my time. And I’m willing to bet you do, too!

So what does ‘hyper consent’ even look like? Here’s a brief look at how you can maintain hyper-consent in email marketing: 

• Ensure the opt-out/unsubscribe buttons are easily visible.
• Offer comprehensive information on email frequency and content upon subscription.
• Use CTAs ethically without exaggeration.
• Introduce unchecked subscription options to empower users.
• Activate a double opt-in feature where subscribers can re-confirm their subscription via email. 

What Are the Current Trends in Email Marketing?

In this ever-evolving digital landscape, keeping up with trends (especially as introverts) might feel like an Olympic sport. Still, it’s essential for email marketers to always stay on top and ride the waves of change where they feel it makes sense. 

We’ve already explored the most important email marketing trends and best practices above, but here’s a general round-up of everything — plus a few more:

• Leverage AI for automated and personalized content.
• Prioritize UGC and impactful low-production content.
• Integrate interactive elements into emails.
• Foster transparency and authenticity.
• Emphasize click-through rates as a key performance metric as opposed to open rates.

Is Email Marketing Still Effective in 2023?

Yes! Email marketing is still VERY much effective in 2023. In an era of constant change and economic uncertainty, one truth remains: email marketing stands strong as a powerful digital strategy in 2023. 

Here’s why: 

• High open & click-through rates – Compared to social media platforms and ads, email marketing still has higher engagement rates.
• Segmented audience – You can create campaigns that are highly targeted towards a segmented portion of your email list — meaning you’ll reach the right people with a specific message.
• Cost-effective – It is one of the most cost-effective ways to reach a large audience. It only costs one recurring monthly subscription and is typically risk-free.
• Measurable – You can easily track how many people have opened your email, how many clicked on the links, and how many made a purchase. This data optimizes your campaigns for better results over time.

Is There a Future for Email Marketing?

Rest assured, email marketing isn’t fading away. In fact, it’s thriving! Numbers don’t lie — email users are growing, engagement is increasing, and AI integration is proving its worth. Here are some highlights: 

• The number of daily email users is expected to reach 4.6 billion by 2025 (Statista, 2021).
• In the past year, 71% of surveyed B2B marketers have noted an increased significance of content marketing within their organization (CMI, 2022).
• In the past 12 months, 77% of marketers have observed a growth in email engagement (Hubspot, 2023).
• 95% of marketers who use generative AI for email creation rate it ‘effective’ (Hubspot, 2023).

Final Thoughts

I’ve really seen some major shifts in the email marketing trends of the last decade. Despite what you may hear on TikTok, it’s here to stay. If any of these trends feel outside of your comfort zone, reframe your mind a little!

Make some bold moves. Take risks. The digital marketing landscape is an ever-evolving landscape. Embracing things like AI and newer trends that go against the grain can have HUGE payoffs. Adding a commitment to a more ethical way of marketing your business will only help you that much more.

What I want you to walk away with is this one thing: find email marketing trends that align with your brand. Adopt them, and tweak them as you feel called to. Evolve authentically.

This post was all about the best email marketing trends to know for 2024.