B2B Email Marketing Trends for 2023: Outliers & Differentiators
Trends for 2023

The email marketing industry is valued at $10.89 billion as of 2023, and expected to reach $17.9 billion by 2027

The email marketing industry is valued at $10.89 billion as of 2023, and expected to reach $17.9 billion by 2027, according to Statista. B2B email marketing has been a staple for businesses for years, and it is likely to remain so for the foreseeable future. However, the landscape of B2B email marketing is constantly evolving, and marketers need to stay up to date with the latest trends to stay ahead of the competition. In this blog post, we will examine some of the emerging trends in B2B email marketing for 2023, focusing on the outliers and differentiators that can help your campaigns stand out from the crowd.

Hyper-Personalizations

Personalization has been a buzzword in digital marketing for years, but going forward, hyper-personalization will become the norm. Hyper-personalization goes beyond just using the recipient's name in the subject line or body of the email. Instead, it involves using data and artificial intelligence (AI) to tailor each email to the recipient's specific needs and preferences.

Hyper-personalization might involve using data from the recipient's previous interactions with your brand to recommend products or services that are highly relevant to them. Or it might involve using AI to analyze the recipient's social media activity to determine their interests and preferences, and then tailoring the email content accordingly.

Interactive Emails

An average customer spends 10 seconds going through brand emails. You have to make it worth their while. In such a scenario, static, text-only emails are no longer enough to capture the attention of busy B2B professionals. Instead, interactive emails that engage the recipient with multimedia content can be tried out. Interactive emails can include videos, GIFs, animations, quizzes, and other types of content that encourage the recipient to interact with the email.

For example, with the help of a digital marketing agency, you might create an interactive infographic that allows the recipient to explore different data points and see how they relate to their own business. Or you might create a video that demonstrates how your product or service works in real-world situations.

Mobile Optimization

Mobile optimization has been a critical component of B2B email marketing for years now and it is only getting more important by the day. Currently, roughly 36.6% of emails globally are opened via mobile devices, but this number will only grow further. With more and more B2B professionals using their mobile devices to check their email, marketers need to ensure that their emails are optimized for mobile viewing.

This means using responsive design to ensure that the email displays correctly on all screen sizes and devices. It also means keeping the email content concise and easy to read on a small screen, and using large, easy-to-tap buttons for any calls to action.

Artificial Intelligence

AI has always been a powerful digital marketing services tool, but with the recent boom in generative AI, it has become even more integral to email marketing campaigns. AI can be used to analyze data from previous campaigns and customer interactions to identify patterns and insights that can be used to optimize future B2B email marketing campaigns.

AI can be used to analyze open and click-through rates to determine which subject lines and email content are most effective. It can also be used to predict which recipients are most likely to convert, allowing marketers to focus their efforts on the most promising leads.

Account-Based Marketing

Account-based marketing (ABM) has become more widespread than ever before. ABM involves targeting specific accounts or companies with personalized marketing campaigns that are tailored to their unique needs and interests.
An ABM campaign might involve creating a series of emails that are specifically designed to appeal to the decision-makers at a particular company. These emails might include case studies, whitepapers, and other types of content that demonstrate the value of your product or service to that company's specific needs.

Conclusion

There are 4.37 billion daily email users globally as of 2023, according to Statista. B2B email marketing trends for 2023 are poised to take personalization, interactivity, mobile optimization, artificial intelligence, and account-based marketing to new heights. To make the most of these trends, B2B marketers will need to stay ahead of the curve by incorporating them into their campaigns and also experimenting with new approaches to other digital marketing services. By doing so, they can differentiate their campaigns from the competition and build stronger relationships with their target audiences, ultimately leading to greater success in their marketing efforts. A dedicated digital marketing agency can come in handy here, providing a well-oiled digital strategy to address leads at all stages of the funnel.