Email Marketing Trends – A Look into the Future
Posted: Thu Jan 30, 2025 8:51 am
Especially in online marketing, you always have to stay on the ball so that you don't miss any trends and end up lagging behind. Even in the old-timer of online marketing - email marketing - a lot is happening and the channel is constantly evolving. It doesn't matter whether it's about design, new technical possibilities or better data protection, there are many new trends. But we would also like to take up developments that have not yet been widely adopted. So that you are informed about the most important email marketing trends and developments, we have summarized them for you.
This is coming...
New developments and trends
Data Security and Trust – BIMI
E-mail marketing trend: More data security with BIMIData security and spain number dataset data protection are as important in email marketing as recipients. But it is not just data protection that is essential; the trust of recipients also plays an important role in ensuring that emails are opened in the first place. Industries and senders such as banks that are particularly at risk of phishing need a way to show recipients that the content is trustworthy.
In addition to the usual encryption methods, BIMI provides additional protection. The Brand Indicators for Message Identification (BIMI) is an initiative of the most important email clients that is intended to make it easier for the recipient to recognize fraudulent phishing emails. With BIMI, the sender's brand logo is displayed directly in the recipient's inbox. If a mailing without a logo arrives at the recipient from a sender who otherwise uses BIMI, the recipient can see at a glance that this is a scam.
In addition to protecting recipients, senders who use BIMI have two other advantages: Firstly, it has a positive effect on their reputation. Email providers now view them as trustworthy senders, which in turn improves the delivery rate in the long term. And secondly, as long as the standard is not established across the board, these senders stand out in the inbox with their logo.
Let There Be Night – Dark Mode
Email marketing trend: newsletters in dark modeWe have known about the so-called dark mode for a long time, for example from mobile operating systems. But does it also exist in email marketing? Yes, it does, even if it is not currently very widespread. This trend is still important, here's why: Apple now releases its desktop version with dark mode as standard and most people quickly get used to new standard versions without changing them. On mobile devices with a particularly strong younger user base, dark mode is not a standard setting, but it is considered stylish and is often switched to.
Why dark mode? Battery consumption plays an important role in the mobile sector and dark mode uses less power. In addition, light text on a dark background is easier for many people to read and the strain on the eyes is less - especially at night. Of course, the design also plays a role because it looks modern and fresh.
However, the display of conventional HTML emails in dark mode is not optimal, which is why adjustments are necessary. Even if it takes some effort to adapt the newsletter design for dark mode, it can lead to better results in your own target group. It is best to test with a simpler mailing to see which design appeals more to your recipients.
Anticipating needs – AI and predictive analytics
Email Marketing Trend: AI and Predictive AnalyticsThe basis of artificial intelligence (AI) and the predictions about purchasing behavior derived from it is a large amount of collected customer and user data. In order to make predictions about customer/user behavior, you first have to know your recipients really well. The possibilities offered by AI range from determining the perfect shipping time for individual recipients, to the appropriate subject line, to individualized content. This goes so far that the AI can determine how successful a certain image will be in a mailing and automatically makes the best selection based on these calculations. Another example is products that are offered to a recipient exclusively based on their purchasing behavior and recent product searches. AI is thus increasingly taking over communication between companies and recipients and, ideally, optimizing this towards ever more user-friendly processes and solutions.
There is still a lot of scope and possibilities when it comes to artificial intelligence. However, this also makes email marketing much more complex, which may mean that in the future, fewer email marketing experts will be responsible for creating newsletters, and more developers and data analysts will be responsible.
This is coming...
New developments and trends
Data Security and Trust – BIMI
E-mail marketing trend: More data security with BIMIData security and spain number dataset data protection are as important in email marketing as recipients. But it is not just data protection that is essential; the trust of recipients also plays an important role in ensuring that emails are opened in the first place. Industries and senders such as banks that are particularly at risk of phishing need a way to show recipients that the content is trustworthy.
In addition to the usual encryption methods, BIMI provides additional protection. The Brand Indicators for Message Identification (BIMI) is an initiative of the most important email clients that is intended to make it easier for the recipient to recognize fraudulent phishing emails. With BIMI, the sender's brand logo is displayed directly in the recipient's inbox. If a mailing without a logo arrives at the recipient from a sender who otherwise uses BIMI, the recipient can see at a glance that this is a scam.
In addition to protecting recipients, senders who use BIMI have two other advantages: Firstly, it has a positive effect on their reputation. Email providers now view them as trustworthy senders, which in turn improves the delivery rate in the long term. And secondly, as long as the standard is not established across the board, these senders stand out in the inbox with their logo.
Let There Be Night – Dark Mode
Email marketing trend: newsletters in dark modeWe have known about the so-called dark mode for a long time, for example from mobile operating systems. But does it also exist in email marketing? Yes, it does, even if it is not currently very widespread. This trend is still important, here's why: Apple now releases its desktop version with dark mode as standard and most people quickly get used to new standard versions without changing them. On mobile devices with a particularly strong younger user base, dark mode is not a standard setting, but it is considered stylish and is often switched to.
Why dark mode? Battery consumption plays an important role in the mobile sector and dark mode uses less power. In addition, light text on a dark background is easier for many people to read and the strain on the eyes is less - especially at night. Of course, the design also plays a role because it looks modern and fresh.
However, the display of conventional HTML emails in dark mode is not optimal, which is why adjustments are necessary. Even if it takes some effort to adapt the newsletter design for dark mode, it can lead to better results in your own target group. It is best to test with a simpler mailing to see which design appeals more to your recipients.
Anticipating needs – AI and predictive analytics
Email Marketing Trend: AI and Predictive AnalyticsThe basis of artificial intelligence (AI) and the predictions about purchasing behavior derived from it is a large amount of collected customer and user data. In order to make predictions about customer/user behavior, you first have to know your recipients really well. The possibilities offered by AI range from determining the perfect shipping time for individual recipients, to the appropriate subject line, to individualized content. This goes so far that the AI can determine how successful a certain image will be in a mailing and automatically makes the best selection based on these calculations. Another example is products that are offered to a recipient exclusively based on their purchasing behavior and recent product searches. AI is thus increasingly taking over communication between companies and recipients and, ideally, optimizing this towards ever more user-friendly processes and solutions.
There is still a lot of scope and possibilities when it comes to artificial intelligence. However, this also makes email marketing much more complex, which may mean that in the future, fewer email marketing experts will be responsible for creating newsletters, and more developers and data analysts will be responsible.