Weekend Read: Email Marketing Trends to Watch This Year
Grab your coffee, find a cozy spot, and let’s explore what’s shaping the world of email marketing this year. If you’re still treating email like it’s 2015, you’re missing out. The inbox has evolved, and so should your strategy.
Here’s your weekend deep dive into the top email marketing trends to watch this year. Spoiler: it’s not all about AI (but yes, it’s in here too).
1. Hyper-Personalization (Beyond “Hi [First Name]”)
Generic blasts are out. Contextual, behavior-driven emails are in.
Modern email platforms let you go way beyond names:
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Recommend products based on past browsing
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Trigger campaigns from real-time behavior
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Customize content by location, time, or even weather
Why it matters: Personalization increases open and click rates and builds trust.
✅ Pro Tip: Start with basic segmentation (past purchases, engagement level) and grow from there.
2. Smarter Email Automation (Powered by AI)
Automation isn’t new, but now it’s getting way smarter thanks to AI.
What’s changing:
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AI can write and optimize subject lines and body copy
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Predictive send times increase opens by sending at just the right moment
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Algorithms segment and score leads based on behavior
Why it matters: AI saves time and boosts results. If you’re still manually sending every campaign, now’s the time to evolve.
✅ Try This: Tools like Klaviyo, Mailchimp, and HubSpot are baking AI into their workflows — no coding required.
3. Mobile-First Everything
Most emails are opened on mobile first, so your design needs to be mobile-perfect, not just mobile-friendly.
What’s trending:
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Single-column layouts
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Larger fonts and tappable buttons
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Minimalist design with clear CTAs
Why it matters: A clunky mobile experience kills engagement and conversions.
✅ Pro Tip: Always preview on mobile and use responsive templates.
4. More A/B Testing, Less Guessing
A/B testing isn’t just for subject lines anymore. Brands are experimenting with:
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Content blocks
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Send times
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CTAs
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Tone (casual vs. professional)
Why it matters: You don’t need to guess what works the data will tell you.
✅ Start Here: Test one variable per campaign, and track results over time.
5. Interactive Emails Are Gaining Steam
Think beyond text and buttons. This year, we’re seeing more:
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In-email quizzes and polls
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Product carousels
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Hover effects
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Accordion-style FAQs
Why it matters: Interactive content keeps readers engaged longer and reduces the number of clicks needed to act.
✅ Note: Not all email clients support advanced interactivity tests across platforms before going all in.
6. The Resurgence of Plain-Text and “Human” Emails
As automation rises, so does the desire for realness.
Some of the best-performing emails this year are:
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Text-only or minimal design
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Written in a natural, 1-to-1 tone
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Free of heavy images or corporate branding
Why it matters: These emails feel like personal notes, not promotions, and they stand out.
✅ Use Case: Great for lead nurturing, sales follow-ups, and storytelling.
7. Ethical & Privacy-First Marketing
With rising concerns about privacy, subscribers are more cautious and choosy than ever.
This year’s smartest marketers are:
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Asking for permission (and showing why it matters)
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Offering preference centers to let users control what they receive
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Being transparent about tracking and data use
Why it matters: GDPR, CAN-SPAM, and other laws aren’t optional and trust is your biggest currency.
✅ Start Simple: Include a link to your privacy policy and make your opt-ins crystal clear.
8. Email + SMS Integration
Email isn’t being replaced, it’s teaming up.
Many brands now combine email and SMS for:
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Abandoned cart reminders
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Time-sensitive promos
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Shipping and delivery updates
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Event confirmations
Why it matters: Used together (and respectfully), SMS and email amplify each other.
✅ Pro Tip: Use SMS for immediacy, email for depth. Don’t overdo either.
9. Predictive & Lifecycle Campaigns
Gone are the days of one-size-fits-all funnels. Now, it’s all about:
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Triggered campaigns based on lifecycle stage
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Predictive churn emails (before someone goes cold)
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Win-back campaigns tailored to the last activity
Why it matters: Lifecycle emails convert better because they’re perfectly timed and deeply relevant.
✅ Quick Win: Create a welcome series, post-purchase series, and a reactivation flow to cover key lifecycle moments.
10. Content-Driven Newsletters Are Back in Style
Newsletters aren’t just for updates, they’re a brand-building powerhouse.
What works this year:
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Weekly roundups or curated insights
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Personal commentary and storytelling
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High-value tips, guides, or inspiration
Why it matters: Subscribers stay for content, not just discounts.
✅ Idea: Create a named newsletter (like “The Monday Mindset” or “Inbox Insights”) to build loyalty.
Final Thoughts: The Inbox Is a Privilege
Your subscriber didn’t have to open your email. They chose to.
This year, the best marketers are treating that attention with care, sending fewer, better emails that are smart, personalized, and respectful.
