{"id":60288,"date":"2023-02-07T08:00:00","date_gmt":"2023-02-07T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=60288"},"modified":"2023-04-06T18:13:52","modified_gmt":"2023-04-06T22:13:52","slug":"email-debrief-trends","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-debrief-trends","title":{"rendered":"Email Debrief: Marketing and Design Trends"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_63e17bf4721f2\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">Welcome to our new monthly blog series where I, your humble Senior Community Evangelist, recap our latest Litmus Talks and note key takeaways (and offer a few thoughts of my own) to occupy your precious brain space.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This month, I\u2019m sharing my thoughts on email marketing and design trends submitted by email geeks for \u201c<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/email-marketing-trends-focus.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Email Marketing Trends in Focus for 2023<\/span><\/a><span style=\"font-weight: 400;\">.\u201d Hosted by Litmus\u2019 Director of Email Marketing Jaina Mistry and our own email designer Hannah Tiner, this virtual event featured conversations with Anne Tomlin of <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/emailsyall.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Emails, Y\u2019all<\/span><\/a><span style=\"font-weight: 400;\"> from the email developer end, and Aaron Beatty of <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/engageevolution.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Engage Evolution<\/span><\/a><span style=\"font-weight: 400;\"> to offer an email marketer point of view.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on (or jump ahead!):<\/span><\/p>\n<table style=\"background-color: #eaeef0;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\"><strong>Table of contents<\/strong><\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"#BIMI\"><strong>BIMI<\/strong><span style=\"font-weight: 400;\"> is the newest way to visually build trust in the inbox<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#role\"><span style=\"font-weight: 400;\">More <\/span><strong>email marketing role specialization<\/strong><span style=\"font-weight: 400;\"> means more value<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#personalization\"><strong>Hyper-personalization<\/strong><span style=\"font-weight: 400;\"> is the latest iteration of an evergreen trend<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#AI\"><span style=\"font-weight: 400;\">Will <\/span><strong>AI<\/strong> <span style=\"font-weight: 400;\">start to influence email marketing content?<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#interactivity\"><span style=\"font-weight: 400;\">More <\/span><strong>interactivity<\/strong><span style=\"font-weight: 400;\"> in emails<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#polls\"><strong>Sentiment polls<\/strong><span style=\"font-weight: 400;\"> measure engagement and emotional response<\/span><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#accessibility\"><span style=\"font-weight: 400;\">Two approaches, one goal: <\/span><strong>accessibility and usability<\/strong><\/a><\/li>\n<li><a rel=\"noopener\" href=\"#minimalism\"><strong>Minimalism<\/strong> <span style=\"font-weight: 400;\">is the great connector<\/span><\/a><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"bimi\"><span style=\"font-weight: 400;\">BIMI is the newest way to visually build trust in the inbox<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It could be said that email marketing is a functional exercise in building relational trust. <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Brand Indicators for Message Identification<\/span><\/a><span style=\"font-weight: 400;\"> (BIMI), where you see a verified brand\u2019s logo next to their email in your inbox, is about building and reinforcing trust with our subscribers. BIMI is currently supported by Apple Mail, Gmail, and Yahoo, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-client-market-share\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">which accounts for almost 92% of email client market share as of December 2022<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<figure id=\"attachment_45345\" aria-describedby=\"caption-attachment-45345\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-45345\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo.jpg\" alt=\"example showing brand with verified sender logo and brand without verified sender logo\" width=\"1200\" height=\"675\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo.jpg 1200w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-300x169.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-1024x576.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-768x432.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo-700x394.jpg 700w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-45345\" class=\"wp-caption-text\">From Litmus&#8217; <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\/?utm_campaign=emails_should_look_great&amp;utm_medium=blog&amp;utm_source=marketing\" target=\"_blank\" rel=\"noopener\">Getting Started with BIMI Guide<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Our experts say:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Make sure you\u2019re using a clear and simple version of your logo.<\/strong><span style=\"font-weight: 400;\"> Text is unlikely to be very legible at that size, so stick with the icon portion of your logo and work with your designers to develop a version that works in that square, if you don\u2019t have one already.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>There is a cost to getting BIMI set up.<\/strong><span style=\"font-weight: 400;\"> But considering how much of deliverability these days is based on sender authentication, it seems eminently worthwhile to invest in getting it set up for your brand.<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83d\udcad Is BIMI worth implementing?<\/h3>\n<p><span style=\"font-weight: 400;\">The more confident your subscribers are that it is indeed <\/span><i><span style=\"font-weight: 400;\">you<\/span><\/i><span style=\"font-weight: 400;\"> sending them an email, the less friction there will be in opening, reading, and engaging with your content\u2014which is good for everyone, especially in a world where phishing and email scams <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/privacyhub.cyberghostvpn.com\/privacyhub\/fake-news-phishing-and-email-scams-explode-in-the-age-of-coronavirus\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">are on the rise<\/span><\/a><span style=\"font-weight: 400;\">. BIMI\u2019s just the latest way of continuing to nurture that confidence. If a majority of your subscribers\u2019 email clients support it, it will be worth the time and money to set it up.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_63e17f17721f5\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/05\/ent-icon-guides.png\" alt=\"illustration of a tablet\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Getting Started with BIMI<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Get to know the basics of BIMI, including why it matters, and how to set it up.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\/?utm_campaign=emails_should_look_great&#038;utm_medium=blog&#038;utm_source=marketing\">\n\t\t\t\t\t\tGET THE GUIDE\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_63e17eb0721f3\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2 id=\"role\"><span style=\"font-weight: 400;\">More email marketing role specialization means more value<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Fighting to convey the complexity and labor of email marketing work is such a common experience across our community. Seeing the shift from email being one of many responsibilities for a marketer to the development of specialist roles feels like email finally being given its due.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what our experts think is particularly noteworthy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Email developer roles are being posted every day<\/strong><span style=\"font-weight: 400;\">, with remote work being the standard, all of which are positive signs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>There\u2019s still a supply and demand issue.<\/strong><span style=\"font-weight: 400;\"> Trying to find people with in-depth knowledge can be a challenge. We\u2019ll also see email marketers asked to flex outside of email into social, SMS, and other forms of engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Being able to specialize in email as a designer allows focus on email as a discrete design medium<\/strong><span style=\"font-weight: 400;\">, which makes for a higher quality of work.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>There\u2019s a clear line from the pandemic and recession to email becoming the primary marketing channel<\/strong><span style=\"font-weight: 400;\"> for many companies because of its high <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">return on investment<\/span><\/a><span style=\"font-weight: 400;\"> (ROI), to those companies investing more into their email programs, to driving more innovation as a result, to the creation of more niche roles.\u00a0<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83d\udcad <span style=\"font-weight: 400;\">What about being a well-rounded email marketer?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s helpful to have a broad knowledge base, but role specialization represents a great step forward in how the skillset of an email marketing professional is being more properly valued in the larger marketing industry. The fewer hats we have to wear, the more we can focus on the quality of the work, the better it is for us, our companies, and our subscribers.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"personalization\"><span style=\"font-weight: 400;\">Hyper-personalization is the latest iteration of an evergreen trend<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We have a long-held association of personalization being the very basic use of first names\u2014which is due for an update.<\/span><\/p>\n<p><strong>Hyper-personalization<\/strong><span style=\"font-weight: 400;\"> as a term is merely the way we try to describe the need for deeper connection with subscribers, beyond the first name.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are recommendations from our experts on how to approach hyper-personalization:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Reframe personalization.<\/strong> <span style=\"font-weight: 400;\">What are the things I can talk about with our subscribers that are specific to their experience of my company?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Collaborate between customer relationship management data teams and email teams needs to be happening much earlier in the process<\/strong><span style=\"font-weight: 400;\">, because the medium affects what\u2019s possible with personalization as much as what data we have available.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Dynamic content has surpassed first name personalization<\/strong><span style=\"font-weight: 400;\"> for many companies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Keep the big picture in mind when organizing your data<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> Understand that consolidating sources of data will speed and ease the development process.<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83d\udcad Why is personalization <em>always<\/em> a trend?<\/h3>\n<p><span style=\"font-weight: 400;\">You might be thinking, \u201cPersonalization always seems to be on the email marketing trends list.\u201d That\u2019s a very understandable response.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personalization will be a trend as long as human beings are the ones reading email. While relevance will be a moving target that is always worth our energy to try and hit, the practice of personalization overall reflects the evergreen human need to feel seen and known.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"AI\"><span style=\"font-weight: 400;\">Will AI start to influence email marketing content?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In 2021, we reported that <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">70% of brands<\/span><\/a><span style=\"font-weight: 400;\"> were increasing email marketing work, but budgets have largely stayed the same. Is that where AI comes in as a tool?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our experts weigh in with a range of perspectives:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>These services potentially raise everyone\u2019s game.<\/strong><span style=\"font-weight: 400;\"> You can give an AI service a prompt and receive content that you can then tweak to be good enough to use.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>There\u2019s a quality gap.<\/strong><span style=\"font-weight: 400;\"> AI-produced images are pixel-based, not vector, which limits their utility.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>There are ethical concerns.<\/strong><span style=\"font-weight: 400;\"> Many conversations in design spaces right now focus on how AI services are trained and the replication of biases, as well as how they themselves rely on real designers\u2019 work, raising concerns about plagiarism.\u00a0<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>\ud83d\udcad Is this the best use of AI tools?<\/h3>\n<p><span style=\"font-weight: 400;\">On one hand, AI content creation services can potentially be helpful for time- or resource-strapped marketers (and your humble recapper has yet to meet a marketer with enough time). On the other, the very real ethical questions around their use of human-created work to learn, the potential for bias in how content is presented, and the overall impact of these services on how we value actual human creative output brings into question whether we want to support this as the way that AI tools develop. There are many ways AI could automate and assist us that wouldn\u2019t involve potential plagiary, bias, and devaluation of human creativity.\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"interactivity\"><span style=\"font-weight: 400;\">More interactivity in emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Interactivity generates twice as many conversions as static content, according to <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.demandmetric.com\/content\/content-buyers-journey-benchmark-report\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Demand Metric<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.dyspatch.io\/white-papers\/everything-you-need-to-know-about-amp-for-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dyspatch<\/span><\/a><span style=\"font-weight: 400;\"> says that 50% of email recipients said they want to interact more with content inside their email.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what our experts say about interactivity:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Email marketers want to create a memorable experience.<\/strong><span style=\"font-weight: 400;\"> Interactivity\u2014hover effects, image carousels, polls, AMP\u2014can be seen as a key method for doing just that.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>No one has to start from scratch.<\/strong><span style=\"font-weight: 400;\"> There are so many examples and tutorials online, and as Alice Li has mentioned in the past, hover states are a great interactive refinement to an email that take very little time to implement.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>\u201cIs the juice worth the squeeze?\u201d<\/strong><span style=\"font-weight: 400;\"> It\u2019s worth putting in the due diligence to figure out your subscribers\u2019 email clients and what sorts of interactive elements are supported, and then to figure out if the addition of those elements is generating what you need from an email.\u00a0<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3><span style=\"font-weight: 400;\">\ud83d\udcad Does interactivity have to be a major effort?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Deciding whether to invest in interactivity within your emails is always going to come down to knowing what is supported in your subscriber\u2019s email clients and whether you or your team has the additional bandwidth to devote time to it. However, if it makes sense for your audience, there are <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-create-an-interactive-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">many examples and options of adding interactivity with low effort<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"polls\"><span style=\"font-weight: 400;\">Sentiment polls measure engagement <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> emotional response<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s less tangible in some ways than clicks and opens, but a sentiment poll is a great way to know if a subscriber is enjoying the content they\u2019re seeing.\u00a0<\/span><\/p>\n<figure id=\"attachment_53449\" aria-describedby=\"caption-attachment-53449\" style=\"width: 1080px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-53449\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/09\/interactive-email-sentiment-poll-on-Litmus-newsletter.png\" alt=\"interactive email sentiment poll on Litmus' newsletter\" width=\"1080\" height=\"530\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/09\/interactive-email-sentiment-poll-on-Litmus-newsletter.png 1080w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/09\/interactive-email-sentiment-poll-on-Litmus-newsletter-300x147.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/09\/interactive-email-sentiment-poll-on-Litmus-newsletter-1024x503.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/09\/interactive-email-sentiment-poll-on-Litmus-newsletter-768x377.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/09\/interactive-email-sentiment-poll-on-Litmus-newsletter-700x344.png 700w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><figcaption id=\"caption-attachment-53449\" class=\"wp-caption-text\">Sentiment poll in created with <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\/\" target=\"_blank\" rel=\"noopener\">Litmus Personalize<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Our experts advise us on what to keep in mind with sentiment polls:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Helpful for long-form newsletters<\/strong><span style=\"font-weight: 400;\"> where there are no click-away calls to action.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Make it very clear what the user is expected to do.<\/strong><span style=\"font-weight: 400;\"> Avoid ambiguous rating scales.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Pick a style that fits with your visual brand<\/strong><span style=\"font-weight: 400;\">, and consider where you want to place it in your content hierarchy.<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3><span style=\"font-weight: 400;\">\ud83d\udcad Why should we care about sentiment?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">post-Mail Privacy Protection (MPP) world<\/span><\/a><span style=\"font-weight: 400;\">, we\u2019re looking for new ways to measure engagement and know whether our content is connecting with our subscribers. Sentiment polls can be a straightforward, easy to implement method of gathering an emotional response from our subscribers, and gauging the level of satisfaction with our content overall can be important data to have on hand when reforming or improving our email programs.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_63e182c9721f7\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t  <img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/blog-cta-buttons-personalization.svg\">\n\t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\n\t\t\t  <h2 class=\"h-sm\"><strong>Create individualized email experiences at scale<\/strong><\/h2>\n\t\t\t  <p>Get powerful results with uniquely personalized, engaging email experiences that boost customer loyalty and drive revenue with Litmus Personalize, powered by Kickdynamic.<\/p>\n\t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\n\t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t  <a class=\"btn btn-primary\" rel=\"noopener\" target=\"_blank\" href=\"\/email-personalization\/\">Learn more<\/a>\n\t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t       <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_63e18286721f6\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2 id=\"accessibility\"><span style=\"font-weight: 400;\">Two approaches, one goal: accessibility and usability<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Honestly, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ultimate-guide-accessible-emails\/\" target=\"_blank\" rel=\"noopener\">accessibility<\/a> is less of a trend at this point and more of an expectation. At its core, it\u2019s simply acknowledging that people experience the world in a much broader range of ways than we\u2019ve traditionally credited. From that perspective, usability connects seamlessly with accessibility when we ask, \u201cUsable for whom?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what our experts say to keep in mind when it comes to accessibility and usability:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Consider accessibility at the beginning of your content strategy<\/strong><span style=\"font-weight: 400;\"> rather than assessing it at the end.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>It should be easy for subscribers to find the relevant information<\/strong><span style=\"font-weight: 400;\"> in even the most content-packed emails, know where to click and what that click means.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>There are many ways to craft a cohesive experience for the reader<\/strong><span style=\"font-weight: 400;\">, from breaking up content into distinct sections to creating clear calls to action, using bullet points, and writing descriptive sub-headers.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>The more you follow accessibility best practices when coding, the more usable your email is going to be<\/strong><b>.<\/b><span style=\"font-weight: 400;\"> Developing emails that work with different assistive technologies and devices people with visual, cognitive, or motor disabilities utilize is about making them usable.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-styled-alt-text-in-email\/\" target=\"_blank\" rel=\"noopener\">ALT text<\/a> is intended for describing the look and feel of images<\/strong><span style=\"font-weight: 400;\">, and is not a replacement for live text content.<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3><span style=\"font-weight: 400;\">\ud83d\udcad <\/span>How can we make people\u2019s lives better in a tangible way?<\/h3>\n<p><span style=\"font-weight: 400;\">If we\u2019re working to make our content a good user experience for our subscribers, then that also means <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ultimate-guide-accessible-emails\/\"><span style=\"font-weight: 400;\">making it accessible<\/span><\/a><span style=\"font-weight: 400;\">. The more work we do to make our content strategy inclusive by considering these needs on the front end, the less work we make for ourselves by trying to change it later to accommodate. It\u2019s also a practice which has an unambiguously positive impact on real people, which isn\u2019t always easy for us to see in our day-to-day work.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2 id=\"minimalism\"><span style=\"font-weight: 400;\">Minimalism is the great connector<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This style of design enables and complements several of the trends mentioned previously.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our experts offer these thoughts on minimalism:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Minimalism complements usability and accessibility practices.\u00a0<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>This design approach allows content to take center stage<\/strong><span style=\"font-weight: 400;\">, and can also help encourage concise copywriting and increase legibility across multiple devices by stripping away stylistic elements that may distract.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Depending on your brand\u2019s visual style it may not be appropriate<\/strong><span style=\"font-weight: 400;\">, as visual consistency and cohesion across your branding is quite important.<\/span><\/li>\n<\/ul>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h2><span style=\"font-weight: 400;\">\ud83d\udcad <\/span>Is this just a design fad?<\/h2>\n<p><span style=\"font-weight: 400;\">Design is about creating solutions to needs. Minimalism meets a number of tangible needs for today\u2019s email marketer\u2014allowing for modularity to accommodate dynamic content, increasing the ease with which content is comprehended, and translating content comfortably across a range of devices. In short, as long as it can jive with your visual brand, there\u2019s no reason not to embrace this approach.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2>Will you embrace (or ignore) these trends?<\/h2>\n<p>Leaning into trends is a great way to help you stay relevant with your subscribers. Will you be embracing\u2014or ignoring\u2014the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-design\/\">email design<\/a> and marketing trends?<\/p>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-design-and-marketing-trends\/\" target=\"_blank\" rel=\"noopener\">Download our latest ebook\u00a0<\/a>for eight email marketing and design trends you should know.<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_63e18305721f8\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/trend-line-icon.png\" alt=\"illustration of an arrow pointing up and to the right\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>8 Email Marketing &#038; Design Trends to Know (And 1 to Ignore)<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Discover the eight email marketing and design trends that will impact your your campaigns\u2014plus how to tap into them to boost email performance.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-design-and-marketing-trends\/\">\n\t\t\t\t\t\tGet the ebook\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>In this blog post, we take a closer look at 2023&#8217;s top email marketing and design trends\u2014and whether they&#8217;re really worth focusing your efforts on. <\/p>\n","protected":false},"author":25,"featured_media":60292,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[1173],"blog_category":[10306],"class_list":["post-60288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-marketing-trends","blog_category-email-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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