12 most successful trends in email marketing for 2023
Written by
Jasmine Handa

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12 most successful trends in email marketing for 2023

Published : May 10, 2023

Email marketing enables you to reach your audience directly, without the interference of algorithms or other barriers. When someone gives you their email address, they’re giving you permission to communicate with them. This creates a unique opportunity to build a relationship with your audience and establish trust.

Quite a few successful trends have been observed in email marketing in recent times. To help you understand and consider adopting them for your own email campaigns, we bring you 12 successful examples:

Interactive Emails:

Interactive emails that allow recipients to take action within the email itself have become popular. For instance, adding polls, quizzes, or countdown timers can increase engagement rates. According to a study by Experian, interactive emails generate 2x more revenue than non-interactive ones. For example, Dunkin’ Donuts sent an interactive email with a scratch-off game that gave customers a chance to win prizes.


Personalized emails have been found to be more effective than generic ones. According to a study by Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. Moreover, personalized emails have a 29% higher open rate and a 41% higher click-through rate (CTR) than non-personalized ones. For example, Netflix sends personalized emails to its users with content recommendations based on their viewing history.

Mobile optimization:

With more people using their mobile devices to check emails, optimizing emails for mobile has become crucial. According to a study by Litmus, 46% of all email opens happen on mobile devices. Therefore, emails that are not optimized for mobile devices can result in a poor user experience and lower engagement rates. For example, Adidas optimized its emails for mobile by using large images and clear calls-to-action.

Behavioral triggers:

Behavioral triggers refer to automated emails triggered by specific user actions, such as abandoning a shopping cart or not opening an email for a certain period. According to a study by Omnisend, automated emails have a 70.5% higher open rate and a 152% higher click-through rate than generic emails. For example, Amazon sends reminder emails to customers who abandon their shopping cart to encourage them to complete their purchase.

Artificial Intelligence (AI):

AI can be used in email marketing to improve personalization, content optimization, and segmentation. For example, AI can analyze customer data to recommend products, predict customer behavior, or personalize email content. According to a study by Salesforce, 51% of marketers are currently using AI, and 27% are planning to use it in the next two years.

Automated emails:

Automated emails, also known as drip campaigns, are a series of emails sent to subscribers based on their behavior or actions. According to a study by Epsilon, automated emails have an open rate of 29.9%, which is higher than the 15.1% open rate of non-automated emails. For example, Grammarly sends automated emails to its users with suggestions for improving their writing.

Social proofing:

Emails that include social proof, such as customer reviews or testimonials, can increase trust and credibility. According to a study by BrightLocal, 82% of consumers read online reviews before making a purchase. For example, Airbnb sends emails to hosts with guest reviews to encourage them to continue hosting.

User-generated content:

User-generated content (UGC) refers to content created by customers or users that can be used in email campaigns. UGC can include product reviews, social media posts, or photos shared by customers. According to a study by AdWeek, UGC-based ads get four times higher click-through rates and a 50% drop in cost-per-click than average. For example, Starbucks encourages customers to share their photos with the #StarbucksLove hashtag and uses these photos in their email campaigns.

A/B Testing:

A/B testing involves testing different versions of an email to determine which version performs better. This can include testing different subject lines, email layouts, or call-to-action buttons. According to a study by HubSpot, A/B testing can improve click-through rates by 49%. For example, Lyft tested two versions of its email campaign and found that the version with a personalized subject line had a 7% higher open rate.

Livening up emails with emojis:

Emojis can add a fun and personal touch to email marketing campaigns. According to a study by Experian, emails with emojis in the subject line have a 56% higher open rate than those without emojis. However, it’s important to use emojis sparingly and ensure they are relevant to the content of the email. For example, Pizza Hut used a pizza emoji in its subject line to promote a pizza deal.

User accessibility:

Accessibility in email marketing refers to designing emails that are accessible to people with disabilities. According to the World Health Organization, 15% of the world’s population has some form of disability. Therefore, designing emails that are easy to read, navigate, and understand can improve the user experience for a significant portion of the population. For example, adding alt text to images, using proper HTML code, and providing text versions of emails can improve accessibility.

Sustainable email marketing:

Sustainable email marketing is a growing trend that involves reducing the environmental impact of email marketing campaigns. This can include using clean energy sources for email servers, designing emails with minimal graphics, and encouraging subscribers to opt-out of unnecessary emails. According to a study by Business2Community, 81% of consumers feel strongly about companies taking steps to reduce their environmental impact. For example, Patagonia encourages subscribers to opt-out of unnecessary emails and uses recycled paper for its printed catalogs.


In conclusion, email marketing is constantly evolving, and keeping up with the latest trends can help businesses stay ahead of competition. Implementing these trends can improve email engagement rates, increase revenue, and enhance overall user experience.

Netcore are leaders in email deliverability and transactional email space and the world’s most recommended ESP as per G2.com. For the second year in a row, Netcore received the highest overall customer rating as a customers’ choice in the 2022 Gartner Peer Insights ‘Voice of the Customer’ Report. We were also recognized as “Ahead of the curve at applying AI to marketer workflow” in The Forrester Wave™: Email Marketing Service Providers Report 2022.

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Written By: Jasmine Handa