6 email trends to jump on in 2023
6 email trends to jump on in 2023

By on in Design & Experience, Email Marketing

6 email trends to jump on in 2023

From AI copywriting to considering “snappy subject lines” a trend, the marketing world is awash with predictions about what’s going to figure most prominently in email over the coming year. Not interested in standing on the sidelines, here’s what we think will figure strongly over the coming year:

1. Design for mobile first. The priority has flipped. With 80%+ of users opening on phones and tablets, you can no longer design for desktop and then see how your emails translate to mobile environments. Sure, it’s easier to design and approve for the big screen, but that’s not where your customers are. Instead, go for simple design, single-purpose messaging, and bold, clear calls to action that lead to a mobile-friendly landing page.


After the past few isolating years, people want interactions that are real. Email is one-to-one marketing, and the person reading won’t make as genuine a connection with a faceless company.

2. Rule-breaking reigns. Shapes, colors and graphic styles are being combined in off-the-wall new ways to surprise, delight and make audiences take notice. Obvious stock imagery is over (except when used ironically, but be careful.) You don’t need to use everyone’s favorite color—you need them to look. If you want people to believe that you come at things differently, show them.

3. Humanity and empathy. Who are the people behind your brand? What do they love? How do they speak? Let us see or hear them. Tell a story. Show a face. After the past few isolating years, people want interactions that are real. Email is one-to-one marketing, and the person reading won’t make as genuine a connection with a faceless company. It’ll be interesting to see how this drive for human connection intersects with the growing availability of AI content creation over the next year.

4. Interaction beyond the button. Simple animations. Accordions. Rollovers. Emails are coming to life with features that engage users, compact content and let readers drive the experience. Animated products are really gaining in popularity right now—a great way to draw eyes and add excitement to your offering. Sure, the button is the destination, but let’s help prospects and customers enjoy the journey.

5. Hands-free driving. Automation isn’t really new for 2023, and it’s more of a best practice than a trend (in fact, we’ve talked about automated drip campaigns before). However, the ability for marketers of virtually any size and sophistication level to automate email campaigns means there’s just no reason to miss out. Even the simplest CRM or mail platform will allow you to send targeted messages at a predetermined cadence, keeping you top of mind and drawing interested buyers through your funnel.

6. New metrics for success. Apple’s introduction of Mail Privacy Protection in late 2021 already made a focus on opens pretty pointless. But for many emails, it was never about opens anyway—it was about clicks. If you’re still counting opens, it’s time to quit. Instead, use what you learn about behavior inside your emails to create appealing online content and polish what isn’t performing. Want to see who is actually reading? Add a survey to ask if readers find your content worthwhile.

Looking for ideas to optimize, upgrade or kick off your digital marketing? It’s what we do. Talk to FATFREE today.