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Interactivity email trends
Email marketing is a direct link to subscribers, but why not make it a two-way conversation? Trendy interactive email elements like surveys and quizzes give you more opportunities to hear from customers, while image carousels turn messages into experiences.
Surveys asking for preferences and opinions
Harry's uses a “skincare goals” survey that can direct customers to relevant products. This is also a perfect way to collect first-party customer data. Additionally, the interactive survey gives the impression that Harry wants to help his subscribers, like a skincare-obsessed friend.
Harry's invites subscribers to complete a survey with a question about how they would describe their skin care goals. Image via Really Good Emails.
Interactive questionnaires and quizzes
While you can create an interactive quiz in your email, there are ways to shorten the interactivity. Supergoop! Uses a flowchart email design to guide subscribers through a fun quiz without having to code interactively.
Your design, content, or both can be interactive and engaging. Image via Really Good Emails.
Product carousels
You can add product carousels to your email design or take advantage of the new updates to the Promotions tab in Gmail. Gmail's product carousel lets you add images, prices, and descriptions to grab attention before subscribers even open your message.
Product carousels in the Promotions tab ensure subscribers engage with your content before they even open your message. Image via Google.
AMP for email
AMP for email is a framework for creating dynamic, efficient user experiences and engagement that has been around for a number of years, but how widespread is it? Oracle research for the State of Email Trends Report indicates that AMP for email is a fairly niche tool.
Five years after the release of AMP for email, only 7% of respondents say they use it. The low adoption rate could be due to the fact that it can only target a small percentage of email marketing audiences in the US, as Apple Mail and Outlook do not support it. However, the few companies that use it seem to be quite happy with the performance improvement it provides, so more brands should test it out for themselves this year.
Email trends on minimalism and micro-interactions
More is not always more. Minimalism and a focus on micro-interactions ensure the focus is on the most important parts of the message without losing style or engagement.
Rounded edges
Rounded corners and elements, like the design of this PARLA email, have been around for several years. However, we do not see the design trend disappearing.
For added emphasis, rounded edges appear between different sections, on CTA buttons, and around text. Image via Really Good Emails.
Isolated product shots
Isolated product photos are another email design trend we've seen in recent years, but we expect there will be more in 2024 too. Go into the details like Ray-Ban or zoom out to show your items in their full glory.
Use high-contrast colors or white space behind individual product shots to make them stand out. Image via Really Good Emails.
Subtle hover effects
We're big fans of subtle hover effects to make emails more interesting and stand out, and it's pretty easy to add a variety of effects.
Email trends on hyper-personalization and AI-powered design
Hyper-personalization and AI-powered designs are an email design trend that everyone should explore, with 80% of email marketers reporting at least some performance improvement when using personalization. Luckily, 83% of customers are willing to share their data for personalized experiences.
Dynamic content based on user data
Dynamic content comes in all shapes and sizes, from “most viewed articles” to product recommendations, personalized images, and more. We can't wait to see what email marketers come up with this year.
Adding a first name is personalization 101, but with dynamic content you can swap data within images to feel truly personalized.
AI-powered recommendations
Currently, email marketers most commonly use generative AI for copywriting, but tools like Litmus Personalize allow designers to incorporate personalized product recommendations.
AI recommendations can suggest items to customers based on their weather and location.
Leverage more live content
Live email content increases clicks by almost 70%, so it's an email trend that can be well worth it. Customize content based on location, weather or opening time, and automatically update your creatives with live polls and social feeds.
Live content ensures emails remain relevant over time.
Email accessibility and usability trends
Email accessibility and usability are always in style, but creative email designers are finding new ways to design with style and conscience.
Alt text for images
Adding descriptive alt text to images is a must to ensure everyone enjoys your email, from the visually impaired to those who have image auto-loading turned off. Patagonia does this well, with descriptions like “A line break that looks like the silhouette of a mountain range.”
But they take it a step further and add additional photo context at the end of the message. Text with stories and photo credits add depth to any photo and the design format is suitable for everyone.
Descriptive alt text is a must, but you can also use content to describe images in other parts of your email.
Clear calls to action
Clever CTA text is fun, but doesn't work if it requires visual context. This year, opt for clear calls to action that make it easy to understand where a button goes. For example, Postable uses “Browse Cards” for its CTA for Valentine cards instead of something like “Send my love.”
You can use clever copy and headlines as well as clear and actionable CTA buttons so everyone understands how to interact with your message. Image via Really Good Emails.
Email trends with a play of shapes and strong colors
We can't talk about email design trends without examining shape and color. We think there will be more of them this year.
Overlapping elements and collages
Variety is the spice of life, so there's room for isolated product photos and overlapping elements on our 2024 email trends list. You can use layered graphics like Loisa to present your products in context, or tap into Generation Z's collage culture with designs that fit your brand vibe.
Placing product photos alongside lifestyle images helps customers visualize their use. Image via Really Good Emails.
Unexpected color combinations
Having unified and centralized design guidelines for your brand will make your work easier and more consistent, but you might want to play around a bit this year. We've seen email designers play around with unexpected combinations and bright colors like lilac and forest green, or stay down-to-earth with muted tones of typically bold colors like pink.
Embracing color trends is a fine line between experimentation and sacrificing brand identity. Image via Really Good Emails.
Implement trendy email design into your strategy
Email trends come and go; You can let them inspire and invigorate your team without delving into every new design option. Here are some tips for implementing trendy email designs:
- Practice email design basics to build a skill base for trendy experiments
- Don't stray too far from your brand and audience to try a new trend
- Prioritize email design trends for your goals, like interactive elements for engagement and clear calls to action for click-through rates
- Follow email design best practices that make your job easier, such as: B. modular design systems
- Create centralized brand guidelines for consistent color palettes and design elements
- Test every email before sending it
Experiment with email design trends today
All email design trends for 2024 are about creating an engaging, personal, and pleasant inbox experience for everyone. Want to check out the trends but need help figuring out where to start? We offer free email templates with trending elements like interactive elements and hover effects, built-in as well as accessible, dark mode and modular designs. Check them out here!
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
