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Email marketing is ever-evolving — driven by new technology, shifting behaviors, and regulatory changes. As we get further into 2024, a few key trends will reshape the way marketers approach email efforts. Join us as we dive into these trends shaping the future of email marketing in 2024 and beyond.

Trend 1: Email Deliverability Changes For Google and Yahoo

New deliverability guidelines from Google and Yahoo have shifted email authentication from a best practice to a rule. Three authentication protocols — SPF, DKIM, and DMARC — are now required for bulk email senders. Google defines "bulk email senders" as any email sender that sends 5,000 messages or more to personal Gmail accounts within a 24-hour period. Additionally, users must enable a one-click unsubscribe header and keep their spam rate below 0.3%. Users who don’t meet these requirements risk impacts to their email deliverability and sender reputation.

These requirements signal a shift in the industry's approach to email security. Similar changes from other inbox providers are likely to follow. Marketers should take proactive measures now to ensure they are compliant with these new guidelines. Making these updates will also enable senders to create better connections with their audience and stand out in the inbox.

Trend 2: Increasing Importance of Designing for Accessibility

Accessibility is the quality of being easy to obtain or use. As the world of email continues to evolve, accessibility will be key. Here are some facts to consider about your potential email audience:

These numbers underscore the need for fair access to digital resources. In response to the need for digital inclusivity, email design paradigms are shifting. Simplicity is the name of the game. So how can you start to create more inclusive emails?

  • Streamline content and use simple language.

  • Use simple, high-contrast images. Make sure to include alt text.

  • Use easy-to-read fonts, and don't embed text on images.

  • Make call-to-action buttons high-contrast and big enough for even the largest, shakiest finger.

Embracing these design practices helps users with disabilities and improves usability for all. And, improved usability generally leads to increased engagement. It’s on us to champion these inclusive design practices in our organizations. Remember that accessibility goes beyond a simple compliance rule. It is a fundamental part of creating a more inclusive online environment for all.

Trend 3: RCS Adoption From Apple

Apple recently announced that they will adopt rich communication services (RCS). This move marks a significant departure from Apple's previous stance. RCS support will arrive via a software update sometime in 2024. After updating, iPhone users can expect seamless messaging capabilities with their Android counterparts. This feature has been long sought after and is highly anticipated by consumers.

In response to the need for digital inclusivity, email design paradigms are shifting. Simplicity is the name of the game.

This decision to embrace RCS stems from regulatory pressures and evolving user expectations. The rollout of the Digital Markets Act in Europe has led to increased scrutiny over Apple's current messaging service. This makes the adoption of RCS a strategic move while also enhancing user experience. By embracing RCS, Apple is also reaffirming its commitment to user security. This all aims to keep Apple positioned as a leading voice in digital communications. It also opens up new possibilities for marketers to evolve their SMS strategies.

Trend 4: Ongoing Evolution of AI in Email Marketing

In any blog post about digital in 2024, we’d be remiss not to mention AI. Using AI, marketers can craft highly personalized and impactful email campaigns. They can also streamline workflows and create individualized automations that drive higher engagement. AI writing tools like Subject Genius create personalized email content in minutes.

It is important to remember that AI is a great tool, but it does not replace human efforts one to one. Always check AI's work to make sure that content is easy to comprehend and workflows are correct. But, by embracing AI, we can enhance our email efforts to stand out in the competitive digital space.

Staying Ahead of Email Marketing Trends

As we move into 2024, staying on top of email trends and changes like these will be critical for success. Each trend on its own is significant, but put together, they pave the way for safer, more inclusive emails for all. And, at the end of the day, that's what is going to help our email programs grow.

Connect with us today to collaborate on email marketing programs that deliver focused, relevant messages to your audiences.