Email Marketing Trends for 2024: Unproven Opportunities

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. Just a few of the recent changes and challenges that email marketers have had to deal with include:

• Economic uncertainty caused by high interest rates
• New deliverability requirements from Google and Yahoo
• The 2-year anniversary Apple’s Mail Privacy Protection making inactivity management much more difficult
• Generative AI raising concerns and opportunities across the marketing spectrum

To help you prioritize your email marketing efforts this year, we surveyed some of Oracle Digital Experience Agency’s hundreds of digital marketing experts, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as the impact they predict each of them will have in 2024. We then mapped the results into adoption-impact quadrants.

In this post, we’re looking at the Unproven Opportunities, which are in the low adoption–low impact quadrant. The technologies and tactics here are not fully vetted and may not generate long-term adoption or impact. There are significant risks that could undermine your investment in part or entirely—including rejection by consumers, inadequate inbox provider support, inadequate digital marketing platform support, the passage of legislative impediments, and other issues.

Because of those risks, most brands will find that the best strategy is to wait and let others work out all the details, uncover the best practices, and stress-test the technologies. However, the pioneering companies who embrace these trends at this early stage may seize a sizable advantage over their competitors.

Of the 26 trends we surveyed our digital marketing experts about, three of them were rated as being in the low adoption–low impact quadrant for 2024. Let’s talk about each of them in turn.

>> Read the entire post on Oracle’s Modern Marketing Blog