Email Marketing Trends 2020

Updated: Feb 12, 2020

It's time to explore five key email marketing trends set to shape your strategy in 2020, from mobile optimization and simplified content, to AI and email's continued position as one of the most trusted communication channels available to marketers


As 2019 draws to a close, it’s time to start looking ahead to what 2020 may bring with our annual series of blogs dedicated to the biggest marketing trends for the year ahead.


Outside the world of marketing, things are increasingly unpredictable. Rewind back to 2010 and you’d be hard-pressed to find anybody capable of predicting the decade that was about to unfold.


Luckily for us, however, marketing trends - and digital trends, in particular - are slightly more predictable. With the amount of data we have at our fingertips, it’s now easier to know which tools, tactics and technologies are working and which are becoming less effective.


For this blog, we’re joined by a selection of the world's leading email marketers who have identified their key email marketing trends to stay on top of in 2020 and beyond.


Email marketing has defied its critics in continuing to provide an array of benefits to marketers, from building trust to providing some of the greatest ROIs of any digital channel.


What's more, this year's DMA Email Benchmarking Report highlighted how email marketing has been reinvigorated following the introduction of the EU's General Data Protection Regulation (GDPR).


Faced with the booming popularity of social media and search, email still serves up a distinct set of benefits that other media streams struggle to match, but there are developments on the horizon that you need to be prepared for...


It's Time to Think Mobile


Across your digital marketing channels, you’ll be noticing changes that are designed not just to optimize for mobile, but to even prioritize mobile as we move into 2020.


Mobile browsing has now surpassed desktop browsing in terms of percentage traffic:


This percentage share of traffic for mobile is not, for now, being matched in terms of where the majority of purchases are being made. Crucially, however, mobile’s percentage revenue has increased by 23% year-on-year, resulting in an acceleration of mobile optimization across almost every digital marketing channel.


Research of this kind, exploring how consumers are surfing the web and purchasing in the digital space, has been the driver behind an array of mobile-focused changes:


Accelerated mobile pages (AMPs)

Rich Communication Services (RCS) messaging

The steady increase in SMS marketing’s popularity

Mobile-first web design


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All of these developments are, quite simply, responses to changes in the way we're using technology and the internet. With this in mind, as email marketers, you cannot rest on your laurels when it comes to mobile optimization.


The majority of research carried out into email open rates has now concluded that mobile is providing a greater number of email opens than desktop, mirroring mobile shifts across the digital marketing spectrum.


Mobile optimization is not a simple process since the coding behind your emails is important in allowing them to collapse down into a mobile-viewable format. For mo