Personalization and segmentation have taken an important position in email marketing trends in 2019, and this trend will continue in 2020. Also, experienced email marketers predict that in 2020 AI will become an indispensable tool in the analysis of mailings. They also believe that multi-channel will finally be replaced by omnichannel strategy. In this article, we will tell you more about these and other trends that are waiting for us in the upcoming year.

What Are The Top Trends Of Email Marketing In 2020?

Experts believe that in 2019, the trends of the previous three years will be still relevant in email marketing. Some of the main ones will remain personalization, adaptability, big data, and other. We did research and found the top 7 trends to watch in 2020.

1. AI and Predictive email marketing

We were predicted to see a viral use of predictive/AI email marketing both in 2018 and 2019. Indeed, during these years AI has taken an important role in the field of marketing. Now, we can expect this tendency to continue. In 2020, specialists predict an even broader use of these technologies in email marketing than we could see during the past years.

What is the purpose of this trend? Thanks to the AI, marketers’ emails and subject lines have become more converting. Also, it is now easier to analyze the audience’s needs and define the perfect timing for each message. Predictive analytics also has its purpose. It helped to make micro-segmentation less time and labor consuming, cheaper, and accessible to everyone. Besides, predictive email marketing helps specialists understand their potential customers better and define the level of their interest.

2. Segmenting, Personalization, and Targeting

These trends don’t seem to change from year to year, and in the next few years, something is unlikely to change. Companies that collect and analyze customer data will continue to do so. However, in 2019, these processes will get even simpler, smarter, and more automated.

In 2019, email marketing will remain one of the main tools, used to increase return on investment. Meanwhile, contacts segmenting and targeting are predicted to become even simpler and more complex, allowing specialists to collect more data and develop stronger strategies for better results.

Why do we need this? The trends of email marketing now focus more on providing content to people who find it valuable and engaging. This makes email marketing smarter than it used to be. Recipients, who never engage with your content, will automatically stop receiving it. Meanwhile, smart segmenting and targeting will allow us to define who has engaged with our content (opened messages, visited the website, etc.) more than once and will follow up with them to increase their engagement and prompt them to take specific actions.

3. From Multichannel to Omnichannel

Experts believe that in 2019, multichannel will transform into omnichannel. Since the whole marketing is getting more and more personalized and tailored to the customers’ needs, the same happens with the means of communications.

Specialists claim that it is not enough to collect users’ basic details like name, phone number, and email. It is important to use them wisely. Instead of sending tons of newsletters, updates, and other content to all of those channels, in 2020, marketers will more likely try to define the primary channel of communication with a particular user and use it.

Multichannel to Omnichannel

4. Email Signatures

Email signatures are the new big thing in the world of email marketing. This small and stylish detail performs many roles at once. It makes your emails look professional, shows your individuality, and highlights business identity.

What can it do for you? It has the following advantages:

Here are a few things to keep in mind if you want to apply this trend to your strategy:

  • You get more traffic, clicks, subscribers, and potential customers;
  • You promote your media channels and websites for free;
  • You build trusting relationships with customers;
  • You enhance your company’s branding.

This is how your business can benefit with the help of a professional stamp. Thus, in 2019, specialists suggest everyone create email signatures and use them to the benefit of their businesses.

Email Signatures

5. Useful Content

We all understand that people like to buy things, but they hate when someone tries to sell something to them. In 2019, it will be important to see this fine line. It is predicted that in 2019, just like in the previous year, marketers will have to rely on the useful content.

Simple “selling” texts are no longer interesting to your audience. Thus, you have to create something that will be actually useful and interesting for them. If you provide high-quality content, you will gain a loyal audience and, over time, many of them will join you as real customers.

6. Pulse marketing

Mailings in 2019, will turn into a system of personalized omnichannel messages that give impulses, prompt, and motivate a person at each stage of the funnel. Next year, the most effective way to increase the audience’s engagement is to notify them not upon their action, but upon their inaction.

One of your primary goals is to wake up those “sleeping” subscribers. Prompt low-active customers to take action to enhance the conversion. Wake sleeping subscribers, help and prompt low-active customers – all this greatly enhances the conversion.


Text-only and interactive content are going to be a big thing in 2019 due to their high effectiveness and positive effect on audience engagement. However, storytelling has also been proven to be a powerful tool in email marketing, which makes it another popular trend for the next year. Storytelling is perfect for grabbing attention and influencing your audience’s behavior.

Messages that start with an engaging story and then lead right to your business can show excellent results. Such emails can influence your audience significantly if delivered appropriately. However, it will work only if you choose the right audience and that’s where the trends of smart segmenting and targeting come in handy!

Storytelling is a great tool for enhancing your email marketing ROI potential. Thus, we recommend you take the use of it in 2020!