With 1 billion messages sent with Mindbaz’s solution, our team has a glimpse of the email trends.
First of all, email is not dead. By 2025, Statista forecasts an increase of over 375 billion. This data will likely prove to you that email marketing keeps growing. Depending on how long you have been working on email, it can be obvious, but newbies need to hear this: Email is a strong channel to generate leads and to build loyalty.
We decided to give you 8 trends that you should invest on for your 2023 email strategy.
To see a bit further, Agathe, our Deliverability expert, is also focusing on the Z Generation, as they already represent 32% of the world’s inhabitants. AI, privacy, snack content, podcast… What trend will you prioritize?
Email Marketing: Is AI going to be the standard?
We can not have missed the huge focus on AI these past few weeks. ChatGPT is on everyone’s lips. Let’s see how you can use Artificial intelligence for your email campaigns.
Optimization: how far would you trust an AI?
Artificial Intelligence can analyze the performance of email campaigns in real time. By using it, you will save time on analytics to focus on your optimization.
You may want to keep control of this last part : Your instinct, your creativity and the knowledge of your company (including customers’ habits) are priceless.
Indeed, AI will make recommendations for optimization based on the data. This can help businesses improve the effectiveness of their email marketing efforts over time.
Is a writer more efficient than an AI?
For now, AI still have their flaws, even if it’s not really theirs:
Artificial intelligences are fed with data. If the data contains discriminations, AI will discriminate.
In 2016, Microsoft launched Tay, a chatbot designed to chat with American teenagers on social networks. Featured as a 16 years old girl, Tay is using all teens’ codes: emojis, slang, gifs…
Tay is using public data to build its “memory”, but it is also based on Microsoft team, including humor.
But within a couple of days, Tay began to publish racist tweets or even compirationist theories.
7 years later, technologies have improved. But the influence of public data is still a major subject for AI creators.
According to Thomas Gouritin on Frenchweb.fr, ChatGPT by OpenAI is already seen as a matter: Indeed, after a short conversation with GPT-3, the AI would have suggested suicide as a solution:
After a few tests, it is obvious that AI can be a time saver for marketing writers. But a double-check seems to be an obligation.
Predictive analysis and artificial intelligence for email
Don’t worry, there are still few uses that remain quite sure with AI.
AI can analyze customer data to make predictions about future behavior and preferences. This can help businesses create more effective email campaigns by targeting their efforts to the people most likely to be interested in their products or services.
With or without Artificial Intelligence, segmentation is an effective way to improve your email campaigns.
Personalization and segmentation to engage your audience
Personalization and segmentation: In order to effectively reach and engage with their audience, businesses are increasingly using personalization and segmentation in their email campaigns. This means that emails are tailored to the individual recipient, based on their interests and behaviors.
Personalization to increase the open-to-rate indicators:
AI can analyze customer data and use machine learning algorithms to personalize email content and subject lines for individual recipients. This can help increase engagement and conversion rates.
3 conseils pour un bon objet d’#email
— Mindbaz (@mindbaz) October 3, 2022
Segmentation: how to use your data for your campaigns to come
AI can help businesses segment their email lists based on customer behavior and preferences, allowing them to send targeted, relevant content to specific groups of people.
Once you have collected data about your email campaigns, you can use it to identify patterns and trends. Look for patterns in open rates, click-through rates, and conversion rates, and try to identify any factors that may be influencing these metrics.
Focus on interactivity in order to reach your email goals
Email interactivity refers to the use of interactive elements in email campaigns, such as buttons, forms, or other interactive features that allow recipients to engage with the email in some way. Some examples of email interactivity include:
- Clickable buttons:
Encourage your audience to take a specific action, such as visiting a website or making a purchase, by clicking on a button within the email.
Forms can be used to collect information from recipients, such as their names, email address, or other preferences. You can even create more than one newsletter so you increase your chances of conversion.
Embedding a video within an email is perfect to encourage your audience to watch it directly from the email itself, rather than having to click a link to view it on a separate webpage.
- Animated GIFs:
These can be used to add visual interest to an email and draw attention to specific content or call-to-action buttons.
Email interactivity can be a useful way to engage contacts and encourage them to take a specific action, such as making a purchase or signing up for a newsletter.
4 règles pour votre #PreferencesCenter :
🔴 Votre marque doit être visible (logo et charte)
✅ Choix limités
📊 Personnaliser le PC
🔚 Un process de désabonnement simple
— Mindbaz (@mindbaz) December 27, 2022
However, it is important to ensure that the interactive elements are optimized for mobile viewing and work correctly on all devices.
Mobile First : you can not ignore it for your 2023 email campaigns
More and more people are accessing their emails on mobile devices, so it is important that emails are optimized for mobile viewing. This includes using responsive design and shorter, punchier subject lines to capture attention on smaller screens.
it is common for people to read their email on their phone. In fact, many people rely on their smartphones as their primary devices for accessing and managing their email.
According to a survey conducted by Adobe, around 59% of people access their email on their phone at least once a day, and around 22% of people check their email on their phone every hour.
Less time to catch the attention
The increasing prevalence of smartphones has made it easier for people to access their email on the go. As a result, it is important for businesses to optimize their emails for mobile viewing, as many people will be reading them on a small screen.
This includes using responsive design and shorter, punchier subject lines to capture attention on smaller screens.
You can check out data from two audiences that are a step ahead about mobile first: Africa and Asia.
Asia and Africa with emails: what have we learned?
First, go straight to the point.
Some studies have found that the average person checks their phone upwards of 150 times per day, while others have found lower averages of around 50-80 times per day. The results depend on age, occupation, and personal habits.
But even the lower statistic can tell us that :We are checking our phone a lot.
Indeed, we are looking at this amazing device often, but it also means that most of the time, we just take a look at it. So as a marketing professional, your job is to catch the attention of the audience within a few seconds. So use
La personnalisation, comme vu précédemment
- Personalization, as seen previously
- Emoji to draw the eye toward your subject line
- Funny or emotional pictures
- Trends and news…
Asian and African inhabitants have obviously various habits about mobile. But with the increase of the use of smartphones, we see that messaging apps are more accessed than ever.
WeChat and LINE are popular in Asia and are often used for business communication. This means that businesses in Asia may need to consider incorporating messaging apps into their marketing strategy.
Automation: save time to focus on your strategic actions
Automation tools can help businesses save time and streamline their email marketing efforts. It is likely that the use of automation will continue to grow in the coming years, as businesses look for ways to improve efficiency and reach more people.
AI can help automate email marketing tasks, such as sending personalized emails to customers at specific times or triggering automated email sequences based on customer actions.
Data protection: reassure your customers to gain their trust
As data privacy becomes an increasingly important issue, businesses will place a greater emphasis on ensuring the privacy and security of their email communications. This may involve using encrypted email services and being more transparent about how personal data is used.
Data privacy is an important consideration when it comes to email, as email messages often contain personal information such as names, addresses, and other identifying details. There are several ways to ensure data privacy when using email:
Encrypting your emails can help protect the contents of your messages from being accessed by unauthorized parties. There are several methods for encrypting emails, including using Secure/Multipurpose Internet Mail Extensions (S/MIME) or Pretty Good Privacy (PGP).
Use secure email servers:
When sending and receiving emails, it is important to use a secure email server that uses encryption to protect your messages from being intercepted.
Be cautious when sharing personal information:
Be careful about the personal information you share in your emails, and only share information with people you trust.
By following these guidelines, you can help ensure the privacy of your data when using email.
Is podcast going to join your email strategy?
Podcasting has become a popular trend in recent years, and it can be a useful tool for email marketing as well. By including a link to a podcast episode in an email newsletter or marketing message, businesses can provide their audience with valuable content that can be consumed on the go.
Podcasting can also be an effective way to reach a wider audience, as many people enjoy listening to podcasts while they are driving, working out, or doing other activities. By offering a podcast as part of their email marketing strategy, businesses can provide their audience with a new way to engage with their brand and learn more about their products or services.
However, it is important to keep in mind that podcasting is just one aspect of an email marketing campaign, and it should be used in conjunction with other tactics such as email list segmentation, A/B testing, and personalization to maximize its effectiveness.
Let’s have a look at the ones that give a glimpse into the future: The Z generation
Generation Z, also known as Gen Z or post-millennials, refers to the generation of people born between 1997 and 2012.
Gen Z is the first generation to have grown up with widespread access to the internet and mobile technology. As such, they tend to have different communication habits and preferences compared to older generations.
We gathered some characteristics of Gen Z’s communication habits and preferences:
Preference for visual and interactive content
Gen Z is known for their love of visual content, and they tend to prefer messaging and social media platforms that allow for the sharing of images, videos, and other types of interactive media.
Use of multiple communication channels
Gen Z is used to having access to a variety of communication channels, and they tend to use a mix of different platforms and tools to stay connected with others. This may include social media, messaging apps, and email.
Short attention span: Gen Z is often described as having a shorter attention span than older generations, and they may be more likely to quickly scan or skim content rather than reading it in full. This may mean that businesses and organizations need to be more concise and to-the-point in their communication with Gen Z.
To be read : 4 popular beliefs about Gmail deliverability
That’s why, marketing teams are more likely to use snack contents : short videos, social media posts, infographics… The goal is to reach the audience and then convinced to access a more valuable contents.
Value privacy and security
We are not going to repeat what has been written before. But keep in mind that Gen Z is also careful to its data protection.
Indeed, Gen Z is more aware of data privacy and security issues than previous generations, and they may be more cautious about sharing personal information online. This may impact how businesses and organizations collect and use data from Gen Z.
By understanding these communication habits and preferences, businesses and organizations can better tailor their marketing and communication strategies to effectively reach and engage with Gen Z.
Email is still a thing
Email is still a widely used and important communication tool, and it is likely that generation Z, like other generations, will continue to use email in their personal and professional lives.
While it is true that younger generations may be more accustomed to using other forms of communication such as social media and messaging apps, email remains a valuable tool for a variety of purposes, including staying in touch with friends and family, conducting business, and receiving updates and information from organizations and companies.
It is important for businesses and organizations to be aware of the preferences and communication habits of generation Z and to consider how they can effectively reach and engage with this audience through email and other channels. This may involve using a mix of different communication methods, such as social media and email, and using marketing strategies that are tailored to the interests and needs of this generation.
To help you improve your email strategy and your knowledge of the Gen Z, our expert teams have created up to date content :