#128. Email Marketing Trends 2023 | Podcast

Vira: 0:41

Hello, hello and welcome to Email Einstein podcast by Flowium. I’m your host Vira Sadlak and I’m in marketeer at an agency called Flowium. Here at Flowium, we are very, very passionate about email marketing about e commerce and because we love what we do, we want to share our insights with you. And in fact, you guys, I know it’s hard to believe, but this will be our last episode this year. It’s crazy to think that we’ve been together for over two years now and we’ve been talking all things e commerce marketing on this channel and you’ve been giving us some really good feedback. So thank you. Thank you so much for being with us. 2022. We do have a lot of exciting things coming for you in the year 2023. Even more fun guests, even more interesting topics, even more good e commerce insights, even more good jokes. We love having you here. I hope you enjoy listening to our podcast just as much as we do enjoy creating this podcast for you. And since this is like a holiday themed episode, we decided to do something different this time. And instead of just having like one guest on this podcast, we’re going to have a whole bunch of really cool, awesome email marketers from Flowium team. To make this a bit more like festive, I decided to go around Flowium and ask different people about their predictions for the year 2023 for their predictions for the biggest e commerce or email marketing trends for the year 2023. And you guys will hear a lot of good insights from our tech team for our designers from our copyw, you’ll hear a lot of really interesting points of use and I’ll probably start with a trend number one, I think that this year the omnichannel messaging will be super, super hot trend guys. Customer personalization is in hot demand these days. We all know it, we’ve talked about it in all of our previous podcasts. Customers actually want it, business want to deliver it. And for your business to do the personalization right, it’s a good idea to start by unifying your different customer data with a customer data plat platform cdp. So think about it, when was like the last time you went to an online store and just like purchased something on your visit. In fact customers, they do need to build up that trust with an E commerce brand before they feel comfortable enough to purchase. And I heard like different numbers from the industry, but I heard that there will be at least five to seven brand interactions before a customer even like recognize your brand. Can you imagine? I’m not talking about like purchasing just like recognizing five to seven brand interactions. And interesting enough that most probably this interactions they will be through different marketing channels. So instead of thinking of one experience for your customers, like desktop experience or mobile experience, or like Apple watch experience or whatever, you’ll need to pursue like a big approach, like a big holistic approach where the customer can use whatever channel they want to connect with your brand. So if they are on Instagram, they should be able to connect with you on Instagram. If they’re on TikTok, use TikTok. If they are avid email marketer users go with email marketing sms. But the thing is Omnichannel is a bit different from like multi channel experience because like these two approaches are different in the way they integrate together. So essentially it comes down to the depth of integration. In multi channel environment the user has access to like bunch of different communications options. But in Omnichannel experience this like different platforms or this communication options, they are like linked together. Meaning that if the customer say received an offer from you in email and they open an email or they used an offer in email, don’t try to reach out to the same customer and bombard them with sms. You know what I mean? So this is basically like this beautiful world where you connect email, SMS, where you connect cdp, where you connect all of your advertisement. So I think it’s a very hot trend this year and let’s see what the rest of the team has to say.

Amara: 4:56

Hi, I’m Amara Ricord, chief operating officer here at Flowium and one trend I am so excited for in 2023 is going to be the pickup of SMS and email marketing collaborating together to reach audiences for E commerce brands. We’ve been able to see an increase with the brands that have already put this into play. They have an email going out and when that email isn’t viewed or seen, we send an SMS message to reach that audience that is more connected to their phone and to their SMS texting versus the email route. And so using those two channels in collaboration is going to make a huge difference for revenue. We’ve already seen an increase in over $60,000 just by SMS adding that into email marketing channels for our clients and that’s just been in the last month. So the fact that we can just add this in so easily is such a huge thing that I think it’s just going to pick up all over. It’s that low hanging fruit to connect and to build with the audience today. And so 2023 is going to be that year to see email and SMS in the same platform working together to really build, connect and of course increase revenue.

Cassidy: 6:09

My name’s Cassidy, I’m client services director here at Flowium. I think an important trend that will become even more important as we move into 2023 is user generated content or UGC. It’s important to bring UGC, your email marketing strategy whenever you can because there is nothing more powerful to a potential purchaser to see somebody else talking about how great a product is rather than the brand itself. And I think this becomes so important in this day and age because we have so many different channels that we’re being marketed to that we kind of have these little blinders on now. And so it becomes more interesting and more engaging and more believable when you see someone who’s just like you talking about how great a product is or showing a picture rather than seeing those products with a model. So whenever you can use user generated content, it’s definitely important to bring that into your emails. There are so many great tech apps as well that make this easier than ever to bring in those reviews into your website as well as your emails.

Bobi: 7:18

Hello, my name is Bobby Nikolovski, I’m head of technician team in Flowvium, also quality assurance specialists. So yeah, according to my predictions to the biggest trends in email marketing for 2023, I couldn’t pick one, so I picked several because in general they’re all connected. And those trends are the testing trends. Click rates instead of open rates, focus and focus on mobile and then interactive emails. Why I think all of them are important and how are they all connected is we were mostly focusing, not just us, but everyone is mostly focusing on the open rates. But now with the Apple policy, things change. So the open rates are not actually the right metric to look into. So we need to shift into different things because we’re shifting, we need to test different things and we need to focus on different things. So now we will need to test different options and that will allow us to see better results into our click rates. Interactive emails are really good for click rates where you can offer people different options and depending on what they click, they can get different things then the trend of focusing of mobile. This was even trend the last year, but it’s getting even bigger and bigger and more people are opening their emails in mobile every year. So we need to make sure that the emails look good in mobile. So in general we will have to be doing a lot of testing because all of these changes will have to happen during the next period. And the best way to approach changes is through testing. So yeah, that is what I think should happen and why I think will happen in the next year. Thanks.

Ana: 9:11

Hi, my name is Ana, I’m a copywriter at Flowium. I feel like as marketers this is our job to really stay on top of trends. But as far as email marketing in 2023 goes, I really think that we should focus on innovation versus invention. So really doubling down and improving on what already works. And when it comes to email marketing, I think it needs to be personalization. And I know this might sound like a broken record and not exactly a new thing, but when I say personalization, I don’t just mean adding their name to an email and calling it quits. I mean really focusing on gathering that sort of data that will allow you to build hyper segmented lists and build your offers around those hyper personalized segments. So let’s say on Black Friday, instead of sending the exact same offer to your entire list, with the exception of personalizing some parts of the copy and some parts of your email, you would actually build an offer that would be highly relevant to that specific personalized segment and send that offer to them. And that’s what I personally think will help e commerce brands thrive in 2023.

Katarina: 10:27

Hey, my name is Katarina and I’m a lead designer at Flowiam. I predict AI or artificial intelligence will take over the world in 2023. And that includes email marketing. There’s software out there that already writes copy and creates designs that based on just a few words, it’s getting more and more accessible. And that means more people would try to incorporate this new technology into their industries. AI can bring so many new possibilities and opportunities to email where we can take personalization to a whole new level. And we know the more personal and custom we can get with emails, the higher are the chances of conversion. And that’s why I think AI will be a game changer of 2023.

Andrea: 11:11

Hi, my name is Andrea Pohlmann and I am an email marketing specialist at Flowium. When thinking about the trends that are coming for 2023 in email marketing, the one that stands out the most to me is interactive emails. So we’re seeing more opportunities to embed polls directly into emails or carousels where people can click through multiple images or even videos that autoplay without having to redirect to a link. All of those things I think are going to make for not only better emails, obviously more engaging emails and we want to be able to use those different tactics in order to re engage audiences that maybe are not paying as much attention as they used to to all the emails in their inbox. So I think that that’s going to be a huge one for 2023 and I can’t wait to see what brands come up with.