Trending November 2023 # 10 Email Marketing Trends For 2023 # Suggested December 2023 # Top 18 Popular

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10 Email Marketing Experts recommend where to focus

When we ask readers which are the most important digital marketing techniques today,  email marketing is always in the top three and getting increased budget in many companies. So, learning the latest email marketing approaches is important given the degree of competition and importance of new mobile email marketing approaches today.

‘Even though email competes with organic and paid search for ecommerce orders, it delivers the highest sales volumes than social media or display’

As part of our new Email Marketing Trends 2023: A Visual Guide report we interviewed Email Marketing Experts from around the globe who are successfully delivering email marketing for their clients’ brands and they enlightened us to how they feel companies should be maximising their email campaigns this year.

Here’s a summary of their insight into their forecasts for 10 trends in email marketing we identified this year:

Trend 1: Simple Email design to work across devices

The move to responsive email design has encouraged simpler email designs with a focus on context, image and to a lesser extent, text in 2014 and we can expect this to continue into 2023. Even though RSD has been around for the last 3 years, Ellliot Ross, MD at ActionRocket, agrees companies need to consider RSD techniques which are effective for mobile and desktop, as we are seeing more recipients read their emails on smartphone and tablets. There is higher CTRs engagement from emails read on a desktop and this can’t be ignored

Elliot also tells us that ‘in 2023 smarter marketers will ensure their copywriters and design teams are focusing on things like content hierarchy and the experience for the inbox user.’

Here’s an example from John Lewis, the full page version shown in the report highlights the move towards more straightforward messaging, cutting down on complex design elements and long-form copy as this example with ‘cards’ for different products shows.

Trend 2: More email animation

Advanced Email Marketers working in predominantly in retail, are finding that animated gifs is an effective technique as more recipients are downloading images. Kath Pay from CloudIQ explains that ‘animated gifs capture the reader’s attention.,, by using animated gifs and cinemagraphs you can now provide a vibrant, live email that engages the audience.’

A success story is with Dell who lifted their revenue by 109% compared to previous mails by using an animated gif as shown below:

Trend 3: Use of Video in email Trend 4: Dynamic Customization

The reality in email marketing is that the sophistication of our targeting has the biggest response to emails, even though we get excited about design style and trends. Not saying that this isn’t important. As Email marketers have been using data for years to personalise their campaigns, based on interactions and profiles, and some using data insertion.

The next level will be with dynamic customization as we’re seeing more campaigns being personalised, according to rules and being integration with a wide range of data sources.

Trend 5: Predictive Intelligence

Predictive intelligence involves applying propensity models to identify the combination of content and offers to most likely to generate a response. It’s become more popular, as it’s readily available as a core feature in many email and MA tools.

Email Consultant Jordie van Rijn from ‘Email Monday’ and’ Email Vendor Selection’ based in the Netherlands explains: ‘I’m seeing more use of predictive intelligence to suggest offers and content based off of a combination of profile and interests and behaviours within segments. When linked with external data that can be very powerful. This functionality was typically implemented.’

Trend 6: Increase in pop-up boxes for list growth

It’s definitely becoming a trend as companies are seeing an increase in their email lists, by using pop-up boxes, a shown in the example below for Crate&Barrel:

Trend 7: Using Social Media to grow your email list

Different social media platforms have solutions to grow your list, though you need to keep up-to-date with their promotional guidelines. Whether you use Facebook, Twitter cards or promotional coupons across this media. Pure360’s client employed this tactic across digital channels as an integrated campaign and realised a 20% redemption rate.

Trend 8: Double Opt-in

Chad White calls it ‘ blank email opt-in’  and he loves it, as he feels it eliminate malicious sign ups and the risk of hitting a ‘typo spamtrap’. According to Chad ‘ it’s slightly easier than signing up for email via SMS because it requires fewer keystrokes; and it keeps the email signup process entirely within the inbox, which simplifies the process and increases opt-in confirmations.’

Trend 9: Real-time email marketing

For years, real-time marketing has been applied for online PR or known as ‘Always-On Marketing’. Tim Watson from Zettasphere has seen some brands try this and doesn’t feel its big news but he does say that ‘ Real time relevant content, such as products, using live images and based on geography or profile is more beneficial – but that just comes back the original point, it’s not more creative emails, its more relevant email.’

Trend 10: Location-Specific email marketing

What is this? Matthew Evans from Pure 360 explains it well as ‘Location demographics allows you to refer to events, landmarks or stores which are most relevant to a specific segment of users. As well as being highly relevant to users this can also help to drive footfall to your offline stores.’

Given the ongoing importance of Email marketing for customer acquisition and retention in most organisations, understanding the latest email options techniques is essential to businesses to stay engaging and competitive ‘in the inbox’. But we should take care to get the fundamentals right, says Michael Leander, a regular speaker on Marketing Automation and Email Marketing based in Denmark,

Learn more from the Email Marketing Experts

Over the next few weeks, we will share more of their thoughts on how email marketing design trends and email marketing techniques to optimise your campaigns or follow their social media and blogs for more insight.

This research from Smart Insights sponsored by Pure360 in ’Email Trends 2023: A Visual Guide’ provides 10 Email marketing experts views and examples on the future of email marketing. The aim of this guide is to showcase some of the latest email marketing techniques as deployed by different brands to engage their subscribers. It stays to keep up-to-date with the latest approaches to email marketing techniques given its importance to all types of business.

Recommended Guide: Email Trends 2023: A Visual Guide

Download our free Email Trends 2023: A Visual Guide report

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Top 10 Strategic Technology Trends For 2023

The very best tactical technology trends that businesses will need to research in 2023.

A tactical technology fad as one with considerable disruptive potential that’s starting to break from an emerging country into wider impact and usage, or that is quickly growing with a high level of volatility accomplishing tipping points during the subsequent five decades.

“People-centric bright spaces will be the construction utilized to synthesize and assess the key effect of this Gartner top tactical technology trends for 2023,” states David Cearley, vice-president. “Placing people at the centre of your technology approach highlights among the most essential features of engineering — how it affects customers, employees, business partners, society or other important constituencies.

“Arguably all activities of this organisation could be attributed to the way it affects these people and groups either indirectly or directly. This really is a people-centric strategy.

“Smart spaces construct on the people-centric idea. A wise area is a physical surroundings where individuals and technology-enabled systems interact with more open, connected, coordinated and smart ecosystems. Numerous components — such as people, processes, services and items — come together in a wise area to create a more immersive, automated and interactive encounter,” states Cearley.

Related: – Is Artificial Intelligence Replacing Animators?

The top 10 strategic technology trends for 2023 are: Hyperautomation

Hyperautomation is the mix of numerous machine learning (ML), packed automation and software tools to provide work. Hyperautomation describes not just to the width of this pallet of resources, but also to each of the measures of automation itself (find, examine, design, automate, measure, monitor and reassess). Knowing the selection of automation mechanics, the way they relate to one another and how they may be coordinated and combined is a significant focus for hyperautomation.

This tendency was kicked off by robotic procedure automation (RPA). But, RPA alone isn’t hyperautomation. Hyperautomation wants a mixture of resources to assist support replicating portions of in which the individual is involved in a job.


“The version will change from among technology-literate folks to among people-literate technology. The load of distributing intent will proceed from the consumer to the computer,” says Brian Burke, research vice-president in Gartner.

“This capacity to communicate with customers across several human perceptions will offer a richer environment for providing nuanced info.”

Democratisation of Expertise

Democratisation is focused on providing individuals with access to specialized expertise (by way of instance, ML, program development) or company domain experience (by way of instance, sales procedure, economic evaluation ) through a radically simplified expertise and without needing extensive and expensive training. “Citizen accessibility” (by way of instance, citizen information scientists, citizen integrators), in addition to the growth of citizen growth and no-code versions, are cases of democratisation.

Human Augmentation

Human enhancement investigates how technologies can be utilised to provide cognitive and physiological improvements as an essential part of the human encounter. Physical enhancement enriches humans by modifying their inherent physical capacities by hosting or putting a tech component in their own bodies, like a wearable device.

Cognitive improvement can happen through accessing exploiting and information programs on conventional computer systems along with the emerging multi-experience port in bright spaces. Over the following 10 years increasing amounts of cognitive and physical augmentation will become widespread as individuals seek private improvements.

This will make a brand new”consumerisation” impact where workers attempt to exploit their private enhancements — and also extend them to boost their workplace atmosphere.

Related: – Upcoming Trends of Machine Learning in 2023

Transparency and Traceability

Consumers are becoming more and more aware that their personal information is invaluable and therefore are demanding control. Organisations recognise the rising risk of procuring and handling private information, and authorities are implementing strict laws to guarantee they do. Transparency and traceability are crucial elements to encourage these electronic integrity and privacy requirements.

Transparency and traceability refers to a range of attitudes, activities and encouraging technologies and practices developed to deal with regulatory requirements, maintain an ethical approach to using artificial intelligence (AI) and other innovative technologies, and fix the growing lack of confidence from businesses. As businesses build out trust and transparency practices, they need to concentrate on three areas: AI and ML; private data privacy, control and possession; and ethically coordinated design.

The Empowered Edge

Edge computing is a computing topology where data processing and content delivery and collection are put closer to the sources, repositories and customers of the information. It attempts to maintain the visitors and processing neighborhood to decrease latency, exploit the capacities of this border and enable increased liberty in the border.

“A lot of the current focus on border computing stems from the necessity for IoT approaches to provide dispersed or disconnected capacities into the embedded IoT planet for particular industries like retail or manufacturing,” says Burke.

Related: – Hybrid Cloud Solutions – The Future of IT

Distributed Cloud

A dispersed cloud is the supply of people cloud solutions to various places whereas the originating public cloud supplier assumes responsibility for its performance, governance, upgrades to and development of their services. This represents a substantial change from the centralised model of the majority of public cloud solutions and will result in another age in cloud computing.

Autonomous Things

Autonomous items are physical devices using AI to automate functions formerly done by people. The most recognisable types of autonomous entities are all robots, drones, autonomous vehicles/ships and appliances. Their automation extends past the automation offered by stiff programming models, and they tap AI to supply innovative behaviors that interact naturally with their environment and with individuals. Since the tech capacity improves, regulation enables and societal acceptance develops, autonomous entities will be deployed in rampant public spaces.

“As autonomous items proliferate, we anticipate a change from standalone intelligent items to a swarm of collaborative smart things where several devices will operate together, either individually of individuals or with individual input,” says Burke. “For instance, heterogeneous robots may function in a coordinated assembly procedure. In the shipping marketplace, the best solution is to utilize an autonomous car to maneuver packages to the goal region. Robots and drones aboard the automobile could then impact final delivery of this bundle.”

Practical Blockchain

Blockchain has the capacity to reshape industries by allowing hope, providing transparency and empowering value trade across company ecosystems, possibly lowering costs, decreasing trade settlement times and enhancing cash flow. Assets could be traced to their source, substantially reducing the chances for substitutions with fake goods.

Asset monitoring also includes value in different locations, like tracing food throughout a supply chain to easily recognize the source of contamination or monitor individual parts to help in product recalls.

Another area where blockchain has possible is identity management. Bright contracts could be programmed to the blockchain where events may trigger activities; as an instance, payment is discharged when products are received.

“Blockchain stays immature for business deployments because of a selection of technical problems such as poor scalability and interoperability. Despite these struggles, the substantial possibility of disturbance and earnings generation means businesses should start assessing blockchain, even if they don’t expect aggressive adoption of their technology in the long term,” says Burke.

Related: – Chatbot – the Latest Trend that’s taking the Industry by Storm!

AI Security

AI and ML will continue to be employed to augment human decision making across a wide collection of use cases. When this creates opportunities to allow hyperautomation and leverage autonomous entities to provide business transformation, it generates substantial new challenges for its safety group and hazard leaders with a huge growth in possible points of assault with IoT, cloud computing, microservices and highly linked systems in smart spaces.

Safety and threat leaders should concentrate on three important areas — shielding AI-powered systems, leveraging AI to boost safety defence, and expecting nefarious usage of AI by attackers.

10 Graphic Design Trends For 2023 (And Beyond)

Graphic artists are incredibly important to the design landscape. Good graphics play a crucial role in our daily lives, so much so that their influence goes unnoticed. Trends come and go, but a quality design will convey a powerful message, provide useful information, and sway audiences.

Top 10 2023 Graphic Design Trends That Could Stick Around

The right design can establish a great first impression with your customers and solidify your brand identity. Here are X 2023 graphic design trends that aren’t going away anytime soon.

1. Creating Your Own Graphics for Free

You used to have to hire a professional to create stunning, unique graphics. Now, you can use free image design creators to make something that truly stands out. Apps like BeFunky give you sophisticated design tools you can use to make banners, posters, infographics, and more.

2. Twisted and/or Offbeat Typography

Most marketers prefer legible text when it comes to typography, but graphic artists love to play with larger and smaller fonts. While some text-based designs are difficult to read, the majority of these pieces include strategically placed words, slanted capital letters, and warped phrases.

Also read:

Best Video Editing Tips for Beginners in 2023

3. Combining 2D and 3D Design Elements

4. The 90s, Y2K, and Early 2000s Nostalgia

Nostalgia is a powerful tool, but until recently, it was only the 90s kids that remembered that coveted era of Jnco jeans, Grunge, and see-through electronics. Thanks to graphic artists, other generations can enjoy simple emojis, geometric shapes, sketchy lines, and the primitive internet.

5. Ant-Designers are More Popular

Color gradients and flowing lines are among the many trends that changed graphic design, but the anti-designer does away with all that. From color clashes to busy patterns, anti-designs are cropping up all over. This is good news for anyone who’s looking to break aesthetic conventions.

Also read:

Top 10 Job Search Websites of 2023

6. Bright Colored (“Candy Colored”) Art

7. High School/2000-Era Microsoft Word Art

Graphic arts are important for business, but who would have thought that designers would look to high school Word art for new ideas? While some call this design psychedelic and childlike, I like to think that this bubble-letter trend was pulled from 2000-Era essays typed up on Word 97.

8. Japanese Ukiyo-e Style Vector Design

Japanese ukiyo-e (“pictures of floating worlds”) is an art style that was popular from the 17th to 19th centuries. It often depicted women, sumo wrestlers, and kabuki actors. Vector artists have used elements of this style by adding flat colors and bold outlines to their own creations.

Also read:

Top 10 Successful SaaS Companies Of All Times

9. Parametric (Geometric) Patterns and Shapes

10. Holographic, Gradient, and High-Gloss Designs

Holographic design is another 90s staple and was frequently used on clothing. At the time, it was used to give off a futuristic appearance. In 2023, gradient and high-gloss holographic images can represent movement and a techy feel. This style works well on gifs, apps, and animation.

Top 10 Computer Vision Trends To Watch In 2023

Want to adopt new trends in your business? Here are the top 10 Computer vision trends you must watch

Computer vision, is a field of artificial intelligence, where people teach computers to analyse and comprehend the visual environment. Recent developments in AI and computer vision trends have made computer vision a potent tool for pushing industry change. The training data pipeline is built using computer vision, a subset of artificial intelligence and machine learning, to enhance customer experience, cut expenses, and boost security.

Artificial intelligence (AI), a field of computer vision enables computers to extract structured and meaningful information from digital photos, movies, and other visuals. Computer vision is largely focused on the theory and technology for creating artificial systems that contain critical information from images or multi-dimensional data. Actions or suggestions will be made in light of this data. As computer vision becomes more and more popular, more trends and applications are being adopted globally.

Let us know, the

Top 10 Computer Vision trends to watch in 2023: 

Edge computing – Processing close to the data source instead of relying on a cloud network is the practice. Processing is now faster and more effective thanks to technology. You can use graphics processing units (GPU) or visual processing units (VPU) to sense, access, and interact with your environment by installing a CV application on the edge.

3D Models – A collection of stereo-pair photographs of a scene can be used to create an automated, photorealistic, and geometrically accurate digital 3D model using computer vision and AI algorithms. Computer vision can analyze the 3D scene projected onto one or more photos and create 3D models from image data.

Data Annotation Capability – A computer vision program with data annotation capabilities may automatically recognize objects, segment instances, classify them, annotate feature points, estimate poses, and more. However, for computer vision models to learn patterns, they need a lot of annotated photos and videos.

Natural Language Processing – Machine translation, dialogue interface, information extraction, and summarization are all aided by the integration of natural language processing into computer vision applications. The CV application supports visual translations, robotics, and distributional semantics in addition to multimedia assets.

Merged reality enhanced by augmented reality (AR) – To recreate the user’s environment in three dimensions, computer vision is crucial. Although there is still a long way to go until the metaverse is completely immersive, major corporations like Facebook and Microsoft are already utilizing virtual reality (VR) in their products.

Data-centric artificial intelligence – Convolutional Neural Networks (CNN), Deep Neural Networks (DNN), Deep Learning, and other capabilities are built-in into this AI-enabled computer vision program. You can use these developments to support a variety of efforts, including facial recognition, data analysis, contextual labelling, and simple picture analysis.

Automated visual and Quality control systems – Applications for smart cameras use computer vision to develop automated visual and quality control systems. The accuracy of quality control is increased when computer vision is used.

Camera-based computer vision systems – These aid in the detection of moving infractions; vehicles that are stopped in hazardous locations can be found using computer vision systems that use cameras to monitor the road.

Autonomous checkout technology – Customers anticipate the ease and speed of online buying in traditional brick-and-mortar establishments. The use of an app for payment allows clients to bypass the cashier thanks to autonomous checkout technology.

Top 10 Digital Marketing Project Ideas For Students In 2023

In this article, we discussed the Top 10 digital marketing projects and ideas for students; read till the end to get complete insights about the project.

What is Digital Marketing?

To effectively promote one’s services, one needs to grasp a variety of digital marketing tactics. SEO, link building, backlinks, and other tactics are among them. It would help if you worked on real-world digital marketing initiatives to understand the complexities of digital marketing tactics. 

Here are the list of top 10 digital marketing projects and Ideas for students to make your portfolio. 

Top 10 Digital Marketing Projects Ideas for Students 1. ShowCase Your Blogging Website

Well-written content can provide the necessary information to the customer about the product or service. This aids in developing customer trust in the product or service being promoted. Blogging is an effective digital marketing tactic because it can boost your lead generation by 70 per cent. 

You can try this method by starting a blog if you enjoy writing. This understanding will assist you in improving the content of your website. 

You must employ backlinks, and keywords and make the blog SEO-friendly when authoring it. This kind of project will assist you in comprehending how SEO works and the best techniques for implementing it. 

Blogging can also benefit you Because practically every service-based website has a “Blog” area to rank on Google rankings which are to be noted. 

2. Evidence of Customer Satisfaction 

Customer happiness should be the primary goal of all businesses. If clients are happy, sales will increase. Companies employ a variety of digital marketing methods to achieve this goal. 

Perform a client satisfaction survey for a digital marketing agency as an example of what you can do. A survey will assist you in determining which tactics perform best in which situations.

 Although numerous tactics are available, they cannot produce the desired outcome. Some tactics may be effective in some industries but not in others. 

Furthermore, some treatments are designed for long-term results, while others are designed for immediate results. You will better understand the tactics and how they work by completing this homework. 

3. Case Study on SEM

One of the most critical components of digital marketing is search engine marketing, which can help your website rank first on Google searches. 

More traffic to a website can be generated with proper SEO understanding. And the majority of them may eventually convert to sales. 

You can use a case study to learn about various SEO tactics such as Bing, Google Search Engine, etc. 

You can use this to determine which techniques and strategies are most effective in the case at hand. These tools will also assist you in comparing numerous methods in SEO or SEM and allow you to select the ideal one for your website.

4. Developing and Designing a website

Building and developing a website is both fun and informative project. It will assist you in understanding how to put various digital marketing tactics that you have learned into action. 

The user interface is essential for digital marketing since a visually appealing and functional website can attract more visitors. 

You can try this project by creating a website for your company and utilising the appropriate tactics to improve client satisfaction or increase site traffic. 

These features will allow you to reach out to more publishers and precisely control ad delivery. 

6. Email Marketing with ROI proof

This method enables organisations to communicate directly with their target audiences. It entails sending emails to customers with information about the product/service and any special offers or related products. 

Furthermore, because 50 per cent of consumers read their emails daily, email marketing has a higher potential of turning viewers into purchasers.

According to studies, email marketing has a return on investment of 4400 per cent, which is higher than social media marketing. 

You can achieve this with the help of Active Campaign. You can then distribute the email campaigns and track the outcomes using an email service provider. 

Analytics tools help decipher the complexity of the audience’s reaction to different digital marketing techniques. This tool will assist you in better planning your marketing tactics. To analyse consumer behaviour, you must be familiar with these tools and apply them effectively. 

There are various tools for analysing multiple tactics. Infini Graph and Phalanx, for example, are social media platforms, while SpyFu and SEMrush are SEO analytic tools. 

With the help of case studies and examples, you can perform a project on analytics tools. You can also learn more about the various tools and applications to use them effectively in different digital marketing scenarios. 

Bonus Read: Digital marketing career in India 

8. Project on ROI Digital Marketing Strategies

The net income ratio to total investment is the return on investment (ROI). It determines the investment’s efficiency. For this project, you must evaluate the ROI of several digital marketing tactics, as the name implies. 

Project on ROI Digital Marketing Strategies is an engaging assignment. You will connect with several organisations to learn about the various digital marketing methods they employ and the type of ROI they achieve. To do so, you’ll need information on the internal rate of return, future value, and net present value. 

You may better learn the appropriate technique to do digital marketing with the help of such real-life examples.

9. Project on Social Media Marketing 10. Project on PPC Marketing strategy

Bonus Read: SEO Salary in India


I hope you like and understand the concept written on Top 10 Digital Marketing Projects and Ideas for Students. We like to conclude that,

Projects are an essential part of any learning process, and they are an unavoidable part of digital marketing. Time has sped since the days of cramming books and theories into the digital age, where practical knowledge is crucial.

As a result, accumulating information is no longer sufficient; functional expertise is now required to bridge the gap between academics and industry. 

We must not overlook that project-based learning improves critical thinking skills, boosts self-confidence, and promotes a thorough comprehension of subjects. 

Still unsure on which project to undertake? Check out the 4 month online digital marketing course from a digital scholar, where they teach agency-based training with real-time case studies. Also, paid internships are offered on real-time handling projects, which will be helpful to showcase your project on the resume. Also, Digital scholar assures 100% placement opportunities!!!

Still, waiting??? Go and grab the offer soon at Digital Scholar.

Intelligent Inboxes And Your Email Marketing Future

Email marketers were all-a-flutter recently when Google announced the Priority Inbox feature for Gmail. And for good reason.

Not because the Priority Inbox is a big deal in itself, but because of what it represents: the era of the intelligent inbox. This intelligent (and social) inbox was one of the four trends we identified earlier this year as crucial to future email marketing, so Gmail’s announcement is a timely reminder to explore that topic in more depth.

In this post I’ll briefly review the implications for email marketers and then suggest three approaches to help your email marketing achieve cut-through.

The growth of the intelligent inbox

The Priority Inbox feature reviews incoming mail and sorts it by priority at the individual user level.

Messages Gmail thinks are important to the recipient (based on his or her previous interactions with email) get put in the “priority inbox” at the top of the page. Messages it thinks aren’t get dumped further down the page in the “everything else” inbox (details).

Each user can also help Gmail make the right decision by marking mail as important/not important.

As Loren McDonald concluded:

“What poses the greater challenge to email marketers is not this particular inbox innovation. It’s the clear trend that most Webmail, desktop and mobile email clients are adding similar categorization and filtering features.”

Hotmail has also made clear they will consider an individual’s read/delete patterns for a particular sender when determining whether future email from that sender should go to the inbox or junk folder.

Why intelligent inboxes matter

What webmail services and software manufacturers are trying to do is replicate the human filtering system with a machine-based one. Instead of the user reviewing the inbox and assigning priorities to each message, the email software is trying to do it for them.

Both processes share a similar outcome: the most important email gets the most attention. So if nothing’s changed, why all the fuss?

The other outcome – the less important emails get less attention – is not the same with the two systems. These less important messages get much less attention when the machine does the mental sorting.

All emails typically get at least a glance from the recipient…enough to judge the value of the message. Yes, automatic filters and such like have been around a while, but they were generally clumsy to set up for all but the more high-level user.

As a result, each email can make an impression and grab attention if the circumstances are right.

That opportunity declines with the intelligent inbox, as the subscriber is no longer obliged to look quite so closely at every email. The machine does the presorting. And the machine can’t know that after leaving 20 jewelry emails unopened, today’s the day you decided to buy an engagement ring.


Of course people will still look at “less important” email…we’re terrified of missing important messages and know that machine-based filters are far from perfect (though improving). And probably the majority of users still won’t use the filtering tools available, however usable they might be.

But intelligent inboxes do mean that we’ll give “less important” email even less of a glance than before. Equally, the machine is already nudging us to think of these messages as less important. So there’s an attention/time impact and a psychological impact.

Skeptics take note of this quote from Mashable on the impact of the Priority Inbox on viewing habits:

“…the search giant found that users spent 16% less time reading insignificant e-mail.”

The challenge is obvious: make sure your email is counted as important. Well…yeah.

Making email more important

The first point is to still focus on what subscriber’s find important, and then worry about what machines might find important.

If you deliver value to subscribers, they will tell the machines that your email is important. Either directly (e.g. adding to contact lists, marking as important, marking as “not spam”) or indirectly (e.g. not deleting email, moving it to folders, opening messages).

As such, the intelligent inbox is nothing more than a reminder to keep improving the value you offer…doing all the stuff recommended in the email marketing literature: segmentation, data-oriented marketing, trigger and lifecycle messaging, piggy-backing marketing messages into transactional email, etc.

Beyond that you might improve interaction with your chúng tôi the broadest sense of the word. That’s about more than just optimizing your subject lines to get more opens. Or taking yet another 10% off your summer specials.

Consider three aspects in particular:

1. Interactive and/or engaging elements

Secondary calls-to-action (e.g. navigation links to search boxes or popular website sections, secondary content or promotions in side bars)

Diversionary content (try something different: a horizontal email, a text-only message, a humorous product offer/article or a unique email personality that gets people to look at the message even if the current offer/content isn’t interesting)

Content per se (supplement email promotions with useful content, either as standalone messages or integrated with the promotion)

Classic interaction (requests for feedback, subscriber surveys, competitions, request for reviews, reader polls etc.)

2. Integration and connectivity

Machines are likely to perceive formal online connections between you and your subscriber as an indication of importance and trust. Consider:

Regular messaging (perhaps even standalone campaigns) reminding subscribers to add you to contact/address/safe sender lists

Work to establish cross-channel connections: encourage subscribers to connect with you through Twitter, Facebook etc. This, of course, assumes you’re active enough in those channels to justify the connection.

3. Strong first impressions

If humans and machines judge importance based on the history of interaction with your messages, then you need to build up a strong history from Day 1.

If you’re sending a welcome message, revisit it and ensure you include the main elements. Consider sending a welcome series…engaging new subscribers when interest is highest and before they get “dumped” into any generic email marketing program.

Finally, let’s not wring our hands at the imminent arrival of intelligent inboxes. They aren’t a punishment for bad marketing email programs, they’re a reward for good ones…

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