Email is a powerful and cost-effective channel for reaching your customers directly. In 2024, this channel will become even more important as marketers navigate the challenges of third-party cookie deprecation and privacy concerns.
According to a recent survey, 58% of consumers are positively influenced by email when making purchase decisions. As a result, marketers are constantly refining their email strategies to reap the benefits.
One major trend we can expect to see in the coming year is a shift towards higher-value content in emails. Brands will move away from simply sending out deals and discounts, and instead focus on building relationships with their customers through valuable content. This not only sets them apart from the crowded email space, but also demonstrates a commitment to providing value to subscribers.
While email has traditionally been seen as a channel for consumer brands, we can expect to see more B2B organizations adopting email marketing in the year ahead. With the ability to provide details about a customer journey without interrupting them during a busy workday, email is a passive yet effective way for B2B marketers to engage with their audience.
In addition, email will become increasingly important as a logged-in channel for businesses looking to build owned audiences and direct relationships with their customers. With the deprecation of third-party cookies, email provides a reliable source of first-party data that can be used for personalized campaigns while respecting consumer privacy.
Some changes are also on the horizon for bulk email policies at providers like Google and Yahoo, but this shouldn't worry email marketers. These policy changes actually reinforce the best practices that should already be in place for email data management.
AI will also play a bigger role in email marketing, with machine learning being incorporated into processes such as creative design, segmentation, and scheduling. This will allow for more personalized and engaging content, freeing up marketers to focus on higher-level strategic initiatives.
Overall, email will continue to capture marketers' attention in the coming years. With its ability to speak directly to customers and provide valuable data, it remains a crucial channel for businesses of all types. So, make sure to stay up-to-date with the latest trends and best practices in email marketing to keep your business ahead of the game.
Originally reported by Martech: https://martech.org/2024-predictions-email-captures-marketers-attention/
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