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Email marketing trends and platforms in 2024

Alejandro Frades
Tendencias y plataformas de email marketing en 2024

Email marketing remains a powerful tool to connect with your target audience and generate results. To stand out in 2024, it is important to be up to date with the latest trends and most used platforms. Here are some of the most relevant ones:

Trends for this 2024

1. Hyper-personalization:

Consumers expect personalized experiences. Use data such as purchase behavior, location or preferences to create unique and relevant emails.
Advanced segmentation allows you to divide your audience into specific groups and send them tailored content.
Artificial intelligence (AI) can help you automate personalization on a large scale.

2. AI prominence:

AI is used to optimize sending time, segment audiences, create personalized content and even compose emails.
Chatbots embedded in emails can offer customer support and answer questions in real time.
Predictive tools help you anticipate customer behavior and send more relevant content.

3. Interactive emails:

Interactive emails increase participation and engagement. You can include surveys, quizzes, videos, GIFs or gamified elements.
Emails with AMP (Accelerated Mobile Pages) allow a smoother and faster experience on mobile devices.
Email marketing platforms are starting to offer tools to create interactive emails without the need for technical knowledge.
4. More relevant metrics:

ROI (return on investment) is still important, but other metrics such as engagement, click-through rate (CTR) and conversions should also be considered.
Analyzing customer behavior helps you better understand how they interact with your emails and optimize your campaigns.
Predictive analytics tools allow you to anticipate customer behavior and make more strategic decisions.

5. Integration with WhatsApp:

WhatsApp can be used to send transactional messages, such as purchase confirmations or shipping notifications.
It can also be used to create personalized and segmented marketing campaigns.
Integrating WhatsApp with your email marketing platform allows you to manage your communications more efficiently.

6. Resurgence of newsletters:

Informative newsletters and valuable content are gaining ground again.
They are a great way to stay in touch with your audience and build trust.
You can use newsletters to share news, tips, blog articles or ebooks.

7. Accessibility in emails:

It is important that your emails are accessible to people with visual or hearing disabilities.
Use simple language, avoid images with text and offer text alternatives for images.
You can use accessibility review tools to make sure your emails meet standards.

Email marketing remains a powerful tool to connect with your target audience and generate results. To stand out in 2024, it is important to keep up with the latest trends and adapt your strategy to your audience’s needs.

Most used email marketing tools

General tools:

ActiveCampaign: Powerful tool with advanced automation, segmentation and analysis.
Mailchimp: Ideal for beginners, with an intuitive interface and free plan.
GetResponse: Offers good value for money, with automation features and autoresponders.
Sendinblue: Free plan with sending limit, ideal to get started.
Mailjet: Intuitive interface, good customer service and free plan.

Specialized tools:

Klaviyo: Designed for e-commerce, with advanced segmentation and automation.
Aweber: Ideal for bloggers and content creators, with tools for newsletters and autoresponders.
Campaign Monitor: Focused on creating emails with an attractive design.
Constant Contact: Easy to use, ideal for small businesses.
HubSpot Email Marketing: Integrated with HubSpot’s CRM, ideal for companies looking for a complete solution.

Factors to consider when choosing a platform:

Price: Prices vary according to features and number of subscribers.
Functionality:Some platforms offer more features than others, such as automation, segmentation, analytics and email creation.
Ease of use: The platform must be easy to use and intuitive.
Customer service: Iit is important to have good customer service in case you need help.


To conclude, email marketing maintains its position as a fundamental tool for effective communication with target audiences, adapting to new demands for personalization, interactivity and advanced analytics. Trends for 2024, such as hyper-personalization, the prominence of artificial intelligence, interactive emails, detailed performance metrics, integration with WhatsApp, the resurgence of newsletters and the importance of accessibility, reflect a focus on creating richer and more accessible experiences for users. Have you identified new trends or tools that you think will be important in the coming years? Are there specific strategies you’ve found particularly effective or innovations you’d like to explore? Let us know in the comments.

Alejandro Frades marketing specialist Modular
Alejandro Frades
Marketing Specialist
La mente detrás de los contenidos sociales de Modular. Siempre al tanto de las últimas tendencias para aprovecharlas y hacer que el mundo digital sea más ameno y entretenido.

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