Top Email Marketing Trends for 2019 and What to Expect in 2020

Milica author

Milica Vujasin

Content Writer

⏱ Reading Time: 6 minutes 

Email marketing has definitely changed a lot since the beginning and it is definitely here to stay. The progressing innovation in digital marketing also reflects in e-mail marketing strategies, tools, and techniques. With every day, e-mail is getting more personalized, interactive and more effective. 

Statista research says there are around 3.7 billion email users in the world, and that number is about to grow to 4.4 billion users by 2023. Since the growth of this medium is obvious, marketers and business owners that want to nurture growth should keep an eye on the email marketing trends and innovations

🚀 Read Customer Experience Guide: How to Put your Customers First? 🚀

According to Litmus, 70% of people think email will still be relevant in 10 years, as shown in the picture below:

Litmus channels percentage

Picture 1. Channels percentage

Now, let’s see some of the email marketing trends for 2019 and what can we expect in 2020.


33% of the customers unsubscribe because companies offer them products or content they don’t actually want. In digital marketing, personalization is becoming the main differentiator between successful and unsuccessful brands.  It is the key to connect with your customers and offer them customized content, tailor-made to their needs and preferences. 

Using the right set of analytics and omnichannel tools, marketers and brands can easily track how their customers behave online. Using the data gathered from multiple resources, brands can craft more personalized email marketing campaigns to maximize conversions, increase customer lifetime value and increase brand loyalty.

Data Privacy

Did you know that 60% of the customer doesn’t feel comfortable while sharing personal data with companies? They are highly worried about how brands will use their data. That is why data privacy is highly important.

Data privacy was already one of the email marketing trends in 2018, and the same in 2019. Companies are trying to ensure a high level of data protection, and with GDPR, they sure will.

Artificial Intelligence

Lisa Matherly, Vice President at [24] points out: “Marketers should look to how they can use AI as a way to understand what content a potential customer is consuming, whether it is marketing-generated content, support or technical documents or user-generated, which will allow for more personalized customer experience and high customer satisfaction.”

With all the advancements of technology nowadays, AI is inevitable. That’s why marketers should start considering and implementing AI in their marketing campaigns. 

How AI can help with emails, according to Hacker Noon:

  • it can write highly converting emails
  • predict user actions
  • optimize send frequency
  • AI-powered email verification can prevent ESPs blockages

And also, as a highly important benefit, AI can help marketers to include more personalization in their email strategies.


Just like data privacy, interactivity was also one of the email marketing trends in 2018, and it continued in 2019. Emails that contain games, quizzes, image or any way of “fun” are more likely to be read. 

They allow subscribers to give an answer without writing a letter message, which subscribers prefer more. Plus, the more subscriber is engaged, there is a great chance of him purchasing an item. 

TOMS, for-profit company is a great example. They use interactive content (in this case switch button) in order to demonstrate the glow-in-the-dark features of shoes. 

Toms interactive content

Picture 2. Example of interactive content

So, include more interactive elements and take your email marketing game to the next level.

Mobile Growth 

Another email marketing trend is a shift to mobile devices and mobile growth. It is expected that the mobile average order value will increase this year. Because of the growth and the fact that mobile devices are passing desktop, mobile optimization is crucial. 

According to Adestra, Email Marketing Platform:  „In 70% of cases, if the message doesn’t display correctly on a mobile device, it’s likely to be deleted within 3 seconds.“

And around 55% of the emails are opened on mobile devices, so that number will only grow. That’s why marketers should take care of how the email is displayed on mobile devices. Because everything revolves around customer experience, and how to make a unique one. 

So, to optimize emails for mobile devices should be an inevitable part of any successful marketing strategy.

Related: 5 Mobile Marketing Trends

What Email Marketing Trends to Expect in 2020?

2019 was definitely a year of content personalization. This trend was also visible in ecommerce, not only in email marketing.  As for 2020 email marketing trends, personalization will continue along with the interactivity and AI. But, here are two more email marketing trends we predict for 2020.


Rise of chatbots and the machine learning along with AI

Litmus poll

Picture 3. Litmus Poll

If you need a more interactive way to encourage subscribers to subscribe to your email list, then chatbot is the answer. They will definitely be one of the biggest 2020 email marketing trends, as they can be a big benefit for a subscription. 

For example, when a person subscribes, email subscription chatbot can ask them what type of content they would like to receive and how often. That allows subscribers to choose what they really want instead of sending them a lot of unnecessary stuff.

As for machine learning, their role will be in the creation and sending email content. We already saw this trend beginnings with predictive analytics. Then, a lot of people expect this trend will eventually get automated and the content will be drafted my machines.

Also, when talking about machine learning, if you’re interested in this subject, you can read more about it in our other article: Machine Learning.

Voice interfaces 

This also might be the next email marketing trend. After mobile devices surfaced desktop, this seems like a thing to happen. Because voice technology is on the rise too. We already know some voice assistants such as Alexa or Siri. 

Juniper Research report says: „55 % of the US population will install smart devices like Amazon Echo and Google Home by the year 2022.“ 

Also, as the report continues: „By 2022, over 70 million households will have at least one of these smart speakers in their home, and the total number of installed devices will top 175 million.“

So, it is no surprise if this trend rises in 2020.

Related: Are We Ready for Voice Search?

2020 predictions conclusion

To conclude these predictions, Daniel Burstein, Director of Editorial Content Marketing Sherpa, said something we can all agree too: 

„The biggest change we’ll see in 2020 is the increasing effectiveness of email readers to help customers identify relevant email.“ 

He continues:

„The inbox of today is still largely an unorganized mess, especially when compared to search engines’ ability to provide relevant information to consumers. And email readers can know subscribers and their preferences at a deeper level than search engines. 

So email readers are going to get better and better at helping recipients manage their email by factoring in contextual information and no longer simply displaying email by an arbitrary factor like recency.“

Wrap Up

With technology evolving, it is always a good idea to keep up with the trends. Email marketing is still one of the most effective channels for direct marketing. So, implement these email marketing trends and be one step ahead of your competition.

If you have any more questions or thoughts, leave them in the comments!

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Top Email Marketing Trends for 2019 and What to Expect in 2020 was last modified: January 17th, 2020 by
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