The email marketing trends that have been implemented over the years focus not only on reach but also on the ability to generate deep and lasting relationships with customers. It is not just about sending emails but about understanding the audience and offering content that really interests them.
Email marketing is a fundamental tool in the digital strategy of many companies. Therefore, as technologies and consumer expectations evolve, brands must do so in order not to be left behind by the innovations that arise in marketing tools.
In this article, you will discover how email marketing has evolved and the main trends that have dominated this year, so that it can serve as a guide for anyone who wants to make the most of this powerful digital communication strategy.
Evolution of email marketing
It’s not that long ago that the first email was sent. It was in 1971 when a computer engineer named Ray Tomlinson sent a message consisting of a string of numbers and letters. This was the first step and thus marked the beginning of a new era of communication, that of email marketing.
In 1978, Gary Thuerk , marketing manager of Digital Equipment Corp , used this new method of communication, but this time with a commercial purpose, aimed at making people aware of his new product.
We had to wait until the 1990s for the Internet to become available to the general public, and with it architect database the form of communication took a 180º turn. At first it was used for informational purposes, but soon sellers discovered that it was a very effective means of advertising their products.
Email marketing trends in 2024
Now that you know the beginnings of email marketing, we will focus on the current era, where almost every year new innovations are implemented that make this tool even more effective. An era marked by personalization , segmentation , automation and omnichannel approaches remain at the forefront of email marketing.
Some of the trends we have seen in 2024:
1. Segmentation and personalization
With increasingly crowded inboxes, audience segmentation becomes essential. Sending targeted emails to engaged customers based on their interests and behavior will increase the likelihood of success.
It is not only about personalizing the campaign by adding the recipient’s name to the google page speed insights tool the subject or body of the email, but also by personalizing the message itself . This is achieved with segmentation .
Segmentation involves grouping email subscribers into smaller segments based on certain criteria. This allows you to create targeted content for each segment instead of sending the same message to everyone.
Email marketing trends
2. Attractive campaigns
Engaging campaigns will focus on zero-source data collection. Zero-source data is data that users voluntarily provide, such as preferences, interests, or behaviors, allowing brands to create much more personalized and effective campaigns. Unlike third-party data, this data comes directly from the customer, ensuring a more transparent and trustworthy relationship.
Step 4: Configure the form and add the Call to Action (CTA)
One of the most important parts of the landing page is the form that will collect information from your visitors. To set it up:
In the modules side menu, add the “Form” module . You can create a new one or choose an existing one, including essential fields such as name and email.
Form Module
Set up the thank you page or redirect users once they fill out the form. You can japan data redirect them to a custom page or display a thank you message on the landing page itself.
The Call to Action (CTA) should be clear and visually prominent to encourage visitors to take action.
Add a CTA from the modules side menu, selecting “Button” or “Custom Button” . The former will use your theme’s default style, while the latter will allow you to customize the design on the fly. Edit the text and adjust its style to make it eye-catching and close to the form to maximize conversions.