By Meg Cipperly, VP Client Services
Email marketing continues to be one of the most powerful digital marketing channels, but its landscape has undergone significant transformation. With email service providers (ESPs) like Gmail, Apple Mail, and Outlook now using sophisticated algorithms to filter promotional content, marketers face new challenges in ensuring their messages reach the intended audience.
Additionally, privacy changes, such as Apple’s Mail Privacy Protection (MPP), have made performance tracking less reliable, while consumer expectations for personalization and relevance have risen. To succeed in this evolving environment, brands must move beyond traditional tactics and adopt advanced strategies, including dynamic personalization, data-driven segmentation, and engaging email design. This Commentary explores the key trends shaping email marketing today and provides actionable insights for optimizing campaigns in an increasingly complex
digital ecosystem.
Personalization Beyond “Hi [First Name]”
While inserting a recipient’s name in the subject line was once considered a best practice, overuse has diminished its impact. Consumers now skim past repetitive greetings, making it essential to explore deeper personalization tactics. Some brands have found success by repositioning the name, placing it in the middle or end of the subject line, to make it stand out. However, true personalization extends far beyond name placement. Leading marketers leverage dynamic content, such as past purchase behavior, location data, or even pet names, to create hyper relevant messaging. For example, a travel company might showcase destination deals based on a user’s browsing history, while an e commerce brand could personalize product recommendations using abandoned cart data. These strategies not only improve engagement but also help emails bypass promotional filters by appearing more like one-to-one communication.
Call-to-Action (CTA) Optimization
Outside of the subject line, the CTA button is one of the most important elements in email design. CTA buttons should be easy to read, above the fold, and include 1-3 words that concisely encourage the recipient to take action. A well-crafted CTA is crucial for driving conversions, yet many marketers still rely on generic prompts like “Click here” or “Learn more.” A trending technique Competiscan has observed is CTAs that focus on the benefit of taking action rather than the action itself. For instance, an abandoned cart email that says, “Make them yours” may outperform one that says “Complete your purchase” because it emphasizes ownership rather than the transactional process.
The “Less is More” Approach to Email Design
In an effort to mimic personal emails and avoid promotional filters, many brands are adopting minimalist designs with plain text and few (if any) images. ESP algorithms often flag image-heavy emails as spam, so reducing visual elements can improve deliverability. For example, some financial services companies now send credit card offers with just a few lines of text, letting the legal disclaimers occupy most of the email. However, this approach comes with trade-offs. While minimalist emails may land in the primary inbox, they often lack the persuasive power of well designed visuals. Images and branding elements help build trust and excitement, making it harder to drive conversions with text alone. The key is finding a balance, i.e. using clean, scannable layouts while still incorporating subtle design elements that enhance readability and engagement.
The “More is More” Approach to Email Design with Animation
Animated GIFs have proven to be highly effective in capturing attention and conveying complex ideas quickly. Unlike static images, GIFs can tell a story or highlight key benefits in just a few frames. For example, American Express uses animation to showcase the lifestyle perks of its credit cards, while Bank of America illustrates different emergency expense scenarios.
One of the biggest advantages of GIFs is their ability to simplify explanations. UnitedHealthcare, for instance, uses animation to clarify when recipients should visit urgent care versus the emergency room, a message that would require far more text if delivered statically. As video content grows in popularity, GIFs offer a lightweight alternative that works across most email clients without requiring heavy file sizes.
Leveraging Customer-Generated Content
Incorporating customer reviews and testimonials can significantly boost credibility, but authenticity is critical. Generic five-star ratings with no context often feel staged, leading to skepticism. Instead, best-in-class brands highlight verified reviews with real customer identifiers, such as usernames, partial names, or even pet photos (as seen in Petco’s playful pet-thumbnail reviews).
Transparency also plays a role. For example, Chime discloses when testimonials are paid, which helps maintain trust while still leveraging social proof. The most effective review integrations feel organic, whether through user-generated photos, detailed anecdotes, or star ratings paired with specific product features.
The Role of Emojis in Subject Lines
While emojis were once a surefire way to boost open rates, their overuse has diminished their impact. Today, about 27% of marketing emails include emojis, but they no longer guarantee higher engagement. The most successful implementations either use unique emojis that stand out or select symbols that reinforce the message.
One email mistake many marketers make is using common or ambiguous emojis. For example, on Memorial Day weekend after scanning through thousands of email campaigns submitted by Competiscan panelists, our team found dozens of different brands using the sun or smiley face sunglasses emoji. At the unofficial start to summer, a lot of companies used this to draw attention to their seasonal offers. However, this technique gives little information on what the consumer can expect to find within the email. It’s too vague. For emojis to be impactful they must be unique, meaningful, and specific to the offer. For example, a Carnival Cruise email featuring a cocktail and WI-FI icon clearly conveys a drink and Wi-Fi bundle. Meanwhile, Discover’s use of the Clippy icon for a financial tips email demonstrates how even conservative industries can creatively incorporate emojis when done thoughtfully.
Data-Driven Segmentation: The Key to Success
The foundation of any successful email program lies in reaching the right audience at the right time. First-party data, such as purchase history, website behavior, and engagement metrics, is the most valuable for segmentation, as it comes directly from customer interactions. Meanwhile, third-party data (e.g., demographics, social media activity, or public records) can supplement these insights but comes with privacy considerations and regulatory challenges. Triggered campaigns exemplify the power of data-driven timing. Ally Auto, for instance, emails customers after they pay off a car loan, anticipating their next purchase. Similarly, GEICO targets former customers when their competitor’s policy is likely up for renewal. Even knowing when not to email is crucial. Toyota, for example, offers an option for subscribers to adjust their marketing preferences and cadence to avoid spamming unengaged recipients.
Conclusion: Adapting to the Future of Email Marketing
The email marketing landscape is more complex than ever, but brands that embrace these evolving strategies will maintain a competitive edge. Success requires navigating algorithmic filtering with engaging content, advancing personalization beyond superficial tactics, and leveraging data to deliver timely, relevant messages.
By adopting minimalist yet compelling designs, incorporating dynamic elements like GIFs, and using authentic customer generated content, marketers can cut through the noise. Meanwhile, smart segmentation and triggered campaigns ensure emails reach recipients when they’re most likely to convert. As technology and consumer behaviors continue to shift, the most effective email marketers will be those who stay agile, testing new approaches, refining strategies, and always prioritizing relevance over volume.