Email Marketing Trends To Watch In 2024 Using AI

Even though email marketing may be decades old, it’s not showing signs of retirement. It remains one of the top-tier strategies for connecting with your target audience.

But let’s face it—the marketing dynamics are ever-evolving, and the competition is fiercer than ever. You can’t afford to snooze on the latest trends to stay ahead. From time and again, you should be up-to-date on key trends to keep your email strategy on point and your recipients hooked. 

One trend gaining traction these days is the integration of AI in email marketing. AI is a game-changer in how we understand, reach, and captivate our audience through email marketing.

This article dives deep into the transformative AI trends reshaping email marketing in 2024. Let’s get started!

6 Best Email Marketing Trends in 2024 

Here are the top six email marketing trends gaining momentum: 

 1. Importance of Personalisation 

If you’re well-versed in email marketing, you’re likely aware of the pivotal role of personalization. Many people think that simply incorporating your recipient’s name into the subject line and email will suffice to captivate most consumers. The truth is, it won’t. 

Today, with the advent of AI, personalization has evolved into a much more sophisticated and impactful strategy.

AI algorithms analyze vast amounts of data to understand consumer behavior, preferences, and engagement patterns. This enables marketers to craft emails that resonate deeply with each recipient as if each message was individually tailored.

Also, lack of personalization in email campaigns can lead to significant negative outcomes. 94 % of consumers say they have done at least one of the following in response to an impersonalized or misdirected email:

  • Instantly deleting the emails.
  • Opting to unsubscribe from future emails.
  • Labelling emails as junk or spam.
  • Exhibiting reduced inclination to purchase products.
  • Decreased frequency of visiting the website.
  • Never revisit the website. 

So, by integrating AI into specific aspects of email marketing, your business can achieve a level of personalization. That was previously unattainable, leading to more effective campaigns and deeper customer relationships.

💡BONUS TIP

How do I enhance the personalization of my email list with AI?
Segment Your Subscribers With AI: Use AI algorithms to analyze subscriber behavior and segment them more accurately according to interests, purchasing habits, engagement levels, and more.
Leverage AI for Subscriber Preferences: Use AI to track and predict what content your subscribers find most engaging, ensuring they receive highly relevant emails. 
Craft AI-Driven Email Sequences: Implement AI to dynamically create email sequences that respond to specific subscriber actions, offering personalized ‘next step’ suggestions, courses, or resources.
Tailor to Funnel Position With AI: Employ AI to assess where your subscribers are in the sales funnel and then tailor emails and resources to their specific journey stage.
AI-Powered Exclusive Offers: Use AI to identify and reward loyal customers with exclusive discounts and offers, enhancing their sense of value and connection.
Humanize Sender Identity With AI Insights: While sending emails from an individual can add a personal touch, using AI to inform who the sender should be, depending on the recipient’s preferences and previous interactions, can further enhance this strategy.

 2. Integration of Interactive Content 

The fusion of AI with interactive email elements, like those enabled by Accelerated Mobile Pages (AMP), transforms how marketers engage with their audiences. Interactive emails allow users to interact with content directly within the email, bypassing the need for multiple clicks or navigating away to a landing page.

Why does this matter? 

That implies that your subscribers won’t have to deal with the inconvenience of making numerous clicks to examine things, explore, or even make purchases. By minimizing friction, you simplify the user experience and increase the likelihood of the audience taking the desired actions.

Less hassle = Higher conversion rates

Let’s understand it all from the perspective of a mattress retailer that uses AI to send triggered emails based on a consumer’s behavior on the website. 

Searching for a memory foam mattress, I came across each night while researching. To my surprise, just three days later, I received this email. An interactive carousel of their top mattress picks, enabling buyers to easily browse and compare options. This is convenient and tailored to the user’s recent browsing history, thanks to AI’s predictive analytics.

What captures my attention is the flawless integration of an interactive image within the email. This dynamic element enables you to smoothly explore top mattress options without navigating away from the email interface.

This simplifies the purchase process, allowing users to complete transactions instantly. 

Some interactive features expected to gain traction with the help of generative AI in 2024 include:

  • Animated buttons: AI can help create animated calls-to-action that dynamically change based on the user’s previous interactions with emails, drawing attention more effectively.
  • Product showcase via carousels/rollover effect: Through carousels or rollover effects, AI can display products or recommendations that are most likely to appeal to the individual subscriber based on their browsing and purchase history.
  • Accordion features for compact long-form emails: AI can determine the most relevant information to display in a condensed form, ensuring a clutter-free and personalized email experience.
  • Surveys and polls: AI can generate surveys and polls specifically tailored to the subscriber’s interests, increasing engagement and providing valuable insights.
  • User-Generated Content Integration: AI can analyze user-generated content preferences and integrate them into emails, making them more relatable and engaging.

 3. Advanced Segmentation and Automation

Supercharged with AI, email marketing automation is not just about streamlining tasks like email distribution, list segmentation, and performance monitoring. It’s about transforming these processes to be more intelligent, efficient, and effective.

This saves marketers valuable time and empowers them to expand the reach of their email marketing initiatives.

Here are a few instances of how, using automated journey management, email marketers can be harnessed in diverse scenarios:

  • AI-Driven Dynamic Segmentation: AI-driven dynamic segmentation is a breakthrough in email marketing. By analyzing data such as PBX interactions, AI can segment subscribers based on static criteria and their evolving behaviors and preferences. For instance, identifying customers who frequently engage via phone calls and creating tailored email content ensures communication aligns with their preferred channels.
  • Welcoming new subscribers: AI automated systems can send warm welcome emails to newly subscribed users, ensuring a prompt and personalized introduction to the brand. By automating this step, businesses can make a positive and lasting first impression on their audience, setting the tone for a meaningful customer relationship.
  • Retrieving abandoned carts: Re-engage with potential customers and remind them to finish their purchases, setting up triggers using AI. The AI algorithms can determine the optimal time and content for sending these reminders, making them more effective in recapturing potentially lost sales and demonstrating a commitment to customer satisfaction.
  • Celebrating special occasions: Automation goes beyond transactional interactions; it’s about building relationships. AI can track important dates and events in customers’ lives, enabling businesses to send personalized messages for birthdays, anniversaries, or other milestones. This fosters a deeper connection and appreciation, enhancing customer loyalty.

Traditionally, a gap existed between the advanced targeting capabilities of email campaigns and the creation of corresponding ad variations. However, AI-driven tweak suggestions have bridged this gap. Marketers can now generate numerous ad variations tailored to specific consumer segments, ensuring a higher degree of personalization and effectiveness in advertising.

4. Emphasis on Privacy and Data Protection

Moving beyond a passing trend, the emphasis on data privacy and protection has become a paramount legal responsibility for email marketers in 2024.

In 2018, the General Data Protection Regulation (GDPR) reshaped the email marketing landscape, dictating new norms for cold emailing and list construction. Surprisingly, despite these regulations firmly in place, a mere 8% of consumers trust brands to safeguard their personal information.

AI technologies are emerging as crucial tools for email marketers to fortify data privacy. Offering subscribers a clear avenue to opt-out or tailor their email preferences remains imperative, but AI takes this further. It enables dynamic adjustments based on user interactions, providing real-time insights into fraud detection and anti-spam measures.

In one strategic move, you’ve achieved three significant outcomes:

  • Enriched data segmentation: You’re swimming in more data for AI-powered analysis to slice and dice your subscriber database.
  • Cleaner mailing list: The ease with which uninterested subscribers can opt-out leads to more streamlined and better targeting.
  • Enhanced email marketing performance: Recipients receive precisely what they signed up for, improving email marketing performance and heightened trust.

Relying on an AI Email Assistant and AI email API can fundamentally revolutionize the perspective on email security, offering advanced threat intelligence and strengthening defence and incident response.

 5. Focus on Visual Storytelling  

As humans, we’re wired to love stories. From the epic tales of our ancestors to the latest blockbuster movie, visual content has the power to grab our attention and hold it.

It’s no wonder that storytelling has become an essential part of marketing. Businesses use narratives to connect with their customers on a deeper level.

Utilizing event photography within these narratives adds a layer of authenticity and relatability, transforming standard marketing emails into captivating stories about real moments and experiences.

Integrating artificial intelligence (AI) into email marketing offers a unique opportunity to communicate directly with your audience and create a personalized experience for them. When done right, storytelling can turn a mundane email into a memorable and engaging, helping you stand out in a sea of promotions and spam.

AI algorithms analyze user behaviour, preferences, and interactions with previous emails to understand individual tastes. This data-driven approach allows marketers to craft personalized visual stories that resonate with their audience. 

Apart from this, generative AI also extends its arm to image creation.

Consider the graphic design tool Canva, which houses a remarkable text-to-image AI generator. All you have to do is describe the image you envision, select your preferred styles, and watch the tool generate multiple versions of that image in under a minute. 

Whether it’s a stunning image, a thought-provoking video, or an eye-catching animation, AI visual content can grab and hold our attention.

Other AI video and image generator tools:

Adobe FireflyRunwayCraiyon Midjourney
Disclaimer: Some of these are still in the beta phase.

6. Mobile Optimization

Living in a world dominated by mobile devices, we must acknowledge the shift in consumer behavior. While marketers, designers, and copywriters may craft emails on expansive desktop screens, a staggering 68% of email campaigns are opened on mobile devices.

It’s not merely about staying current; it’s about understanding your audience’s preferences. Failing to optimize your emails for mobile isn’t just a missed opportunity for clicks; it translates to a loss in potential business.

With the rise of AI capabilities like personalized subject line generation, dynamic content population, and accessibility conversions, emails can be tailored to resonate across mobile users.

Additionally, AI-powered assistants suggest improving email formatting and components for mobile devices based on continual testing and predictive analytics.

You can also consider incorporating an AI text-to-audio converter to make your email content accessible to visually impaired subscribers who use screen readers.

As AI adoption grows exponentially in marketing, harnessing it now to optimize mobile emails will soon become a competitive necessity. 

Effective mobile copywriting tips:
Be concise; avoid lengthy narratives. Opt for crisp, clear, and compelling content. Think bullet points instead of long paragraphs.

Make the most of the 25-30 characters in your subject line. Each character should count. AI excels at short-form copywriting, swiftly generating multiple subject lines in seconds.
How do I make my email content mobile-friendly?
Recognize that not all phones automatically load images. Design with a scenario where images may not display, ensuring your message still gets across.

Place your Calls to Action (CTAs) strategically in the middle of the screen, considering users’ fingers lack the precision of mouse pointers. So, the size of your CTAs matters.

Ensure a well-spaced layout, steering clear of crowded link clusters. Facilitate easy tapping on the right link for your readers.
Next time you craft your email layouts, always think mobile-first. 

Is Email Marketing Still Effective in 2024?

With newer, flashier forms of marketing dominating the digital market, you may wonder if the tried-and-true email is still worth the effort. Here’s what the data shows:

  • Email has the highest return on investment out of all marketing channels, yielding $36 for every $1 invested. With stats like that, it’s no wonder over 305 billion emails are sent daily.
  • When it comes to customer acquisition and retention, email outperforms social media. 67% of customers prefer brands to contact them via email over other channels.
  • AI in email marketing takes personalization to new levels in 2024. AI ensures each subscriber gets a tailored, relevant message from personalised subject lines to dynamically generated content.

The verdict? 

Email may be an old standby, but it’s certainly not going obsolete anytime soon. Combined with the power of AI, carefully crafted email campaigns are more effective than ever for engaging customers. 

Conclusion

No doubt, COVID-19 threw a curveball at businesses worldwide. But here’s the silver lining! It allowed brands to get creative with marketing and shake up their business game. As we enter 2024, get ready to witness some cool new strategies taking the spotlight, all with a ‘people-first’ mindset.

Brands recognise the importance of empathy and aim to foster stronger customer relationships. Email marketing emerges as a key player in this relationship-building game.

Expect brands to invest in AI-powered email campaigns, broaden the scope of personalization options, and strongly commit to ethical sustainability. 

To stay ahead in the coming year, take a proactive approach and integrate some of these trends into your email marketing strategy. 

Remember, success in email marketing isn’t just about following trends; the real deal is understanding your audience. You need to keep evolving to meet their changing expectations.

Stay informed, stay relevant!

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    2 thoughts on “Email Marketing Trends To Watch In 2024 Using AI”

    1. Lindsey John

      Thanks for this insightful post on email marketing trends! Personalization and interactive content are definitely game-changers. Excited to implement these strategies in my campaigns. Keep up the great work!

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