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"The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027"
Focus on privacy
Less of a trend, more of a legal obligation. Focus on data privacy and data protection are going to be huge in email marketing in 2024.
Back in 2018, the launch of the General Data Protection Regulation (GDPR) redefined the email marketing world, outlining the new rules of cold emailing and mailing list building. Even with these regulations in place...
"Only 8% of consumers trust brands to keep their personal information safe"
Source: NTT Data
To improve data privacy, provide subscribers with an option to unsubscribe or change their emailing preferences. Let them decide what content they will receive from you and when.
Imagine... Asking leads to fill out a short questionnaire (either on a landing page or Welcome email) to specify their preferred content and mailing frequency. Don’t pressure them to decide on the spot, though. Instead, link them to the preference control centre in every email so that they can change whenever they want.
You’ve just killed three birds with one stone.
More data to segment your subscriber database.
Clean mailing list when every uninterested subscriber can easily unsubscribe.
Improved email marketing performance; recipients get what they expect.
Sustainable email marketing
Email marketing is paperless. It’s a digital substitute for traditional mail that saves a ton of trees — but is it really great for the environment? As we progress into the digital age, it is critical to recognise that emails are paperless and not entirely green. Every email sent uses energy to be delivered. The cumulative carbon footprint is substantial, With billions of emails sent daily.That’s why sustainable email marketing will be one of the industry trends in 2024. Artificial Intelligence
Artificial Intelligence makes it easier to assure email personalisation as it allows you to pull more data about your customers and do it faster.
Many marketers are still reluctant to incorporate AI into their email marketing strategy because they don’t understand how they can benefit from using it. They feel threatened by it. But you need to remember that AI isn’t meant to replace you, it’s meant to optimise your workload and help you scale your email marketing efforts.
AI helps to write subject lines.
AI allows you to send personalised emails to each prospect.
AI restructures your email campaigns to maximum effectiveness.
AI cleans up email lists.
AI helps to build mailing lists.
Email marketing automation
Email marketing automation ensures consistent and cohesive communication between subscribers and brand. Moreover, it gives the customer a sense of control over their inbox. In today’s world of content overload, the last thing a person wants to see in their inbox is yet another useless email.
Drip email campaigns tend to perform better than regular email campaigns. Specific actions taken by users activate the launch of the sequence. Emails sent out as a part of a drip campaign are more responsive, creating a much ‘friendlier’ communication between each side. They are not overwhelming; all the necessary information comes in ‘drips’, saving the effort of having to traipse through a hefty copy.
"Automated emails generate 320% more revenue than non-automated emails"
Source: CampaignMonitor
Make use of email templates.
Automate mailing list scrubbing.
Send automated transactional emails to your customers.
Automate the onboarding process with a series of email drips.
Automate email lead nurturing.
If you want to provide the most accurate automated emails, get organised. To be in control of all the processes, you should delegate the task to a dedicated CRM system. This way, you’d have a chance to know what, and where anything happens along your sales pipelines.
Find a list of the best Gmail CRM solutions in our article!
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