Ometria Customer Success Monthly Digest

Email Engagement Trends & Insights

Email engagement has been a top concern for marketers for years, and the challenges have only increased in 2023. At Ometria, we are committed to helping our community overcome these challenges and staying up-to-date on the latest email engagement trends and insights. 

Today we are sharing with you which were our key learnings, the strategies we’ve seen working more effectively, as well as glimpse at what we believe email engagement trends will look like over the course of 2023.

Segmenting by Lifecycle Stage or Product Affinity

So, what can brands do to improve their email engagement in the current landscape? 

One effective strategy is segmenting based on lifecycle stage or product affinity. This allows brands to create highly personalised content that resonates with their audience. 

A great example of this was the approach taken by Pact Coffee, who implemented small tweaks to their email copy based on whether the recipient had previously viewed or purchased a specific product.

This type of segmentation is particularly effective for sale messaging and new product launches with a high potential for email engagement and conversion rate improvements.

Looking Ahead: Email Engagement Trends for 2023

As we look ahead to 2023, personalisation and segmentation will increase more, as brands tailor their messaging to meet their audience's needs. To avoid email fatigue, email automation will remain a priority as retailers will need to focus on optimising costs while still delivering relevant messaging.

By leveraging these trends and experimenting with new tactics, retailers can enhance customer relationships and maximise their engagement in 2023 and beyond.

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