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Even though the digital marketing industry is constantly changing, email marketing remains a cornerstone of marketing strategies for companies across all industries. But with inboxes flooded with messages competing for attention, it's harder than ever to stand out from the competition. As we enter 2024, the art of email design continues to undergo change, driven by changing consumer preferences, technological advancements, and the pursuit of engagement.
For marketers looking to captivate their audience and increase conversions, understanding the pulse of modern email design is paramount. To shed light on the most influential trends shaping email design this year, we reached out to industry experts to get their insights and predictions.
From innovative visual elements to interactive functionalities, email design offers numerous possibilities. In this article, we address the emerging trends that will capture subscribers' attention in 2024 and provide marketers with a roadmap for navigating the ever-changing email marketing landscape.
From Experts: Email Design Trends 2024
Join us as we explore the boundaries of email design, guided by the expertise and vision of leading experts in the field. Using their perspectives, we'll uncover the strategies and approaches that will redefine the way brands engage with their audiences through the inbox.
1. Put UX first
“The biggest trend in email marketing design will be a strong focus on UX and will likely influence all aspects of email design. From the email subject line and preheader to choosing templates, fonts, and CTAs, email marketing design will be focused on getting users to interact more with emails.
This can involve more emails with an F-pattern instead of a divided layout, similar to what Webflow does, for example. Therefore, I suspect that brands are more likely to opt for a minimalist approach and avoid the clutter of texts, graphics and templates. However, the liberal use of bold colors and fonts seems to be here to stay. Of course, this does not come at the expense of user interactions.”
2. Use of tools that enable simple design strategies
“Marketers are some of the busiest people in any industry. They have a lot going on, which is why using tools to help them lighten their load is extremely important to achieving their goals in 2024.
Learning email design from scratch is simply not feasible. Therefore, opting for email marketing tools that are packed with customizable templates is a must. But at Benchmark Email we go one step further. Our Smart Design feature allows users to integrate their branding elements while harnessing the power of AI to create unique and on-brand email designs that go beyond the average template. Email design is simplified without sacrificing design quality, allowing you to create great, eye-catching and engaging emails.”
3. Functional, accessible and clean elements
“Clean email design, think intelligent use of whitespace in element positioning, is not new, but its use will continue, if not improve.” Smart, clean design places elements so that the eye draws through the e -Mail can flow and every piece of information reaches the reader at the right time.
Monochrome elements, dark mode and other visually appealing designs will still be used, but I hope this doesn't detract or hinder the experience for those who can't get it in the same way it was designed. Accessibility is underrated and sorely lacking for those who need designs that, for example, make a screen reader more effective, or make fonts in images easier to read, or even colors that are more recognizable to the color blind, and much more.”
4. Less is more
“Focus on hyper-personalization while dishing out design pizza. Think about bold colors. Funny fonts. Custom graphics. Short (or no) scrolling. And spice it up with cinemagraphs. Impress your readers with your design. Be brave. Be brief. And never underestimate the power of custom graphics to showcase value or evoke emotion.”
5. AI-generated email content and design
“With AI, it has never been easier for marketers to create email content in minutes. AI saves a lot of time and resources in creating subject lines, body copy, and even almost instantaneous email template design – based on predefined criteria and brand guidelines. Although AI streamlines the creation process, it is still important to ensure that the content generated retains a human touch. Simply relying on AI without understanding the nuances of human communication and consumer preferences can only result in generic messaging.”
6. Hyper-personalization
“AI comes in handy when it comes to analyzing past purchase histories, browsing behavior, demographic data, and interactions with previous emails. Most email tools now have AI-powered features that allow users to easily tailor content to individual preferences and interests. No more irrelevant email blasts. Whether product recommendations, relevant articles or special offers, dynamic content insertion ensures that each recipient receives a customized email experience that they actually want to read.”
7. Put customer loyalty first
“Re-engaging existing customers via email is a challenging task. While a consistent email layout is necessary, providing something new with fresh visual elements can be an effective way to connect and retain existing customers.
Design elements like relevant content, targeted offers, and interactive features can improve the overall customer experience and encourage repeat purchases. Visual storytelling can also be helpful to attract attention. In addition, the use of feedback mechanisms is also effective for further improvements. The feedback allows marketers to refine their email designs and adapt them to audience preferences.”
8. Dark Mode Friendly Designs
“Implementing dark mode across various platforms, including email, is not new. However, many marketers don't realize how important it is to optimize their email designs for this environment.
Dark mode offers a sleek and modern aesthetic. At the same time, it improves readability, reduces eye strain and offers users longer battery life. Designing email templates that support dark mode ensures that emails remain visually appealing and effective regardless of the user's preferences.
For example, marketers can use high-contrast text and graphics to make their email templates compatible with darker backgrounds. Using vibrant colors that stand out against dark backgrounds and strategic use of white space are also necessary for a pleasant viewing experience.”
By leveraging insights from industry experts and incorporating new trends into their strategies, marketers can create email campaigns that resonate with subscribers and drive meaningful engagement. Whether it's leveraging dynamic content, adopting minimalist aesthetics, or leveraging the power of personalization, the key is understanding the audience's evolving needs and preferences.
Author Biography:
by Natalie Slyman
Content Marketing Manager
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