Email isn’t going anywhere in 2024 - not as one of the best ways to generate leads for your business and with average ROIs of $42 per $1 spent! 

That said, it’s always worth keeping up to speed with what’s new or trending with email marketing, especially if you’re looking to maximise success. 

So here are 5 email marketing trends to watch in 2024, whether you’re getting into email for the first time or are looking to refresh your existing campaign strategy. 

Sustainable Email Marketing

Sustainability is a huge topic for businesses across the board. But since email marketing is paperless, that means there’s no carbon footprint right? 

Well actually no, as it takes energy to send, receive and store emails meaning email marketing is not as green as you think.

In fact, research has found every email sent can generate up to 26g of CO₂ and with 300 billion emails sent per day, that soon adds up. 

EcoSend is the world’s first sustainable email marketing platform. As well as running on sustainable energy sources, EcoSend plants trees based on customer usage. This means that by switching to EcoSend, you can seriously reduce the carbon footprint of your email campaigns. 

Alongside switching to EcoSend, other ways to make your email campaigns more eco-friendly include:

• Clean up your email lists to avoid sending emails to users who don’t interact with your campaigns. Doing so can also improve your open rates! 

• Use segmentation rather than send-to-all which will also offer better personalisation for users. 

• Reduce the file size of your email content, particularly image files which should be resized and saved as JPEGs rather than PNGs.

• Review your campaign strategy to ensure that each email sent to your customers and internal team has a purpose. 

• Carefully review emails before sending to avoid ‘oops’ emails which can instantly double the carbon footprint of that campaign. 

Interested in making your email campaigns greener? Schedule a demo to see how EcoSend can lower the carbon footprint of your emails. 

Artificial Intelligence

Artificial intelligence (AI) will continue to develop in 2024.

While tools such as ChatGPT have gotten plenty of attention as of late, there’s far more that AI can help you do with email marketing. Specifically, AI can help you better understand your customers so that you can best cater to their wants, needs and interests. 

In 2023, we launched the EcoSend AI Subject Line Generator tool. We expect that for the year ahead, this will continue to get plenty of attention as one of our most viewed resources!

But here’s how else AI can help you send better email campaigns:

- AI powers email automation to help you segment your list. Use segmentation to send the right message to the right customer at the right time.

- AI generates the analytical data found in tools such as EcoSend Insights. Use this data to learn more about the success factors of your campaigns, plus to identify areas for improvement.

- AI can identify inactive users to send re-engagement campaigns to and ultimately clean up your list. 

Sure, you could use AI to also write your emails too. However, we still believe in a personalised approach so that your content sounds unique to your brand and actually speaks to your target customer like a real human.

If you want to see how we write our emails at EcoSend, sign up for our weekly newsletter!

Interactive Emails

Having someone open your email is an unmissable opportunity to generate a sale for your business. Interactive emails are an emerging trend to look out for in 2024 to help you do just that. 

It’s fair to say that email has come a long way since plain text campaigns. Interactive emails represent the latest in functionality and overall engaging user experience.

In a nutshell, interactive emails give the ability for users to directly engage with the content within your email, rather than just reading text or clicking links.

Some interactive email elements include:

• Accordions

• Carousels

• Countdown timers

• Forms

• Gamification

• Hover effects

• Sliders

• Surveys

• Video integration

The reason why interactive emails will gain popularity in 2024 because the more time users spend engaging with your emails, the more likely your aims as a marketer will be achieved. 

Accessibility-Friendly Emails 

According to the World Health Organization (WHO), 1 in 6 people live with some form of disability. 

The Web Content Accessibility Guidelines (WCAG) outline steps to make the web as a whole more accessible. However, in 2024, it’s time to extend measures to improve accessibility within your email campaigns too. 

As an email marketer, some of the steps you can take to improve accessibility within your email campaigns include:

• Make subject lines concise and easy to understand

• Avoid putting crucial information in images, as the text may not be detectable by screen readers and other assistive technology

• Use anchor text for links rather than generic text such as ‘click here’ 

• Research ‘colour blind friendly’ colour palettes for your email template design

• Seek feedback from users on how to improve accessibility within your content

Going forward, businesses that don’t seek to improve accessibility within their marketing campaigns may find themselves in hot water.

So definitely put your research in for this particular trend to ensure that nobody gets left behind. 

Mobile-First Approach To Email Templates & Overall Content

Statista reports that in 2023, mobile usage accounted for almost 60% of web traffic. Every year, this figure has continued to increase and we expect 2024 to be no different. 

We’re all familiar with the need for a mobile-first approach to web design (responsive websites). But since users aren’t just browsing websites but also opening their emails on their phone, your email campaigns need to be able to keep up.

So when designing your email campaigns in an email builder, always check how things look on mobile too. Better still, send yourself a test version and open it up on your phone. 

If anything looks ‘off’ - it will also look the same for your users too. Definitely don’t ignore poor email presentation for a potential 60% of your audience, especially if you want to excel at email in 2024.

Did you know?:💡EcoSend’s email builder allows you to preview your emails for both desktop and mobile users. 

EcoSend - Switch To Our Sustainable Email Platform For 2024 ✉️ 🌳

As noted above, one of the top email trends to look out for in 2024 is sustainable email marketing.

EcoSend has got you covered there! As the world’s first sustainable email marketing platform, we’re here to shake up the world of email for all the right reasons.

Simply sign up for your free trial of EcoSend to get started.

Want to chat about all things email marketing for your business? Send us a message and we’ll be right with you.