10 Realistic Email + SMS Marketing Trends Ecommerce Brands Should Test in 2023

In the ever-changing landscape of ecommerce marketing, owned assets like email and SMS lists have proven to be valuable revenue drivers for independent businesses. As the cost of customer acquisition rises on paid channels, brands are turning to innovative email and SMS marketing strategies to engage customers and foster loyalty. In this blog, we will explore 10 realistic trends that ecommerce brands should consider implementing in 2023 to stay ahead of the competition and maximize revenue from owned marketing channels.

1. Segmentation that goes beyond the basics:

   Advanced personalization will be essential for successful ecommerce messaging in 2023. Brands will dive deeper into customer data to build robust and segmented marketing automations across email and SMS. Variables like quiz results, location, and purchase history will be leveraged to create personalized experiences that resonate with customers.

2. AI as a marketing assistant:

   Artificial intelligence will play a more significant role in ecommerce marketing workflows. AI tools like ChatGPT and Klaviyo's SMS assistant will generate first-draft marketing creative, analyze data for personalized product recommendations, and recognize visual styles for fashion and home goods retail.

3. A tighter rein on shipping fees:

   To address the challenge of rising shipping costs, brands may reduce the availability of free shipping and returns. This move might involve offering free shipping only for orders of a certain size or only for subscribers. Brands can survey their customer base to gauge the impact of such changes on retention rates.

4. Video everywhere:

   Video content will become more prevalent across all social channels and product description pages. Brands will incorporate demo videos, virtual try-ons, and interactive content to showcase products and create engaging experiences for customers.

5. Community-building on social and beyond:

   Creating a flourishing brand community can offer immense benefits, including lower customer acquisition costs and improved product development research. Brands will engage customers actively and foster connections between community members, leading to increased brand affinity and loyalty.

6. CTAs to save contact cards via SMS (thanks, iOS 16!):

   With the iOS 16 update allowing users to mark texts from unknown numbers as "Junk," brands will encourage subscribers to save brand phone numbers as contacts. This will ensure that their messages stand out and do not get lost in a cluttered inbox.

7. Trustworthy tracking and back-in-stock messages:

   Brands will send strong, branded messages about shipping and delivery processes with transactional emails and texts, providing a positive and transparent customer experience. They will also improve back-in-stock emails to prevent disappointing customers with inaccurate information.

8. More innovative ways to connect with customers using SMS marketing:

   CTAs to opt-in for SMS messaging will appear in various places, including checkout, on-site retail displays with QR codes, email campaigns, social media, and more. Brands will provide customers with the option to receive communications via SMS, which many shoppers prefer over emails.

9. Acquisition-specific onboarding:

   Brands will shift from a one-size-fits-all customer experience to personalized ecommerce journeys tailored to different acquisition channels. This approach will create a soft landing for new customers and improve the overall customer experience.

10. Human-first communications:

    In 2023, ecommerce messaging will sound more friendly, casual, and human-like, mimicking real conversations with friends. Brands will adopt conversational messages that feel authentic and build trust with their audience

By implementing these 11 realistic email and SMS marketing trends, ecommerce brands can navigate the ever-changing landscape and stay ahead of the competition in 2023. Emphasizing owned marketing channels, personalized experiences, and customer-centric communications will enable brands to foster loyalty, drive revenue, and build lasting relationships with their customers. Remember, the key to success lies in constantly adapting to new trends and providing value to customers at every step of their journey.