Email Marketing Trends in 2023: Experts Speak

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As every year, at Digital Response we want to reflect on the trends and key aspects that will dominate Email Marketing in 2023.

We do this with the participation of very prominent professionals who have wanted to share their points of view.


There are two aspects that, in my opinion, will be consolidated in 2023. One of them has to do with the security of communications and user privacy. The second is related to how to streamline Email Marketing production processes .

In the coming months, we will see DMARC , an email denmark mobile phone number list authentication technique, proliferate among those companies that take security and privacy seriously. DMARC is a clear exponent of a global trend that seeks to strengthen the privacy and security of communications. The implementation of DMARC will also entail the adoption of a new standard, BIMI, which allows for the introduction of visible brand images into consumers' inboxes, with the consequent impact on user security and business results (more openings, clicks, conversions and brand recognition).

From a marketing operations perspective, in 2023 we will see how companies opt to incorporate solutions that facilitate the management of the assets involved in a campaign (links, texts, images, tags, HTML modules, personalization conditionals, etc.). With ever-increasing sending volumes and a strong commitment to personalization, brands need to optimize the processes and operations involved in the execution of Email Marketing.




Jordi Puig

CEO & Founder – Digital Response

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In email marketing strategies, consumers demand specific, unique messages with valuable content focused on them and on improving the brand experience. When we talk about online customers, I think it is necessary to understand what needs the consumer has and how to meet them. And if we talk about needs, there is one very clear one: the need to be cross-device and responsive in email marketing. In terms of conversion, triggered emails, which are those communications based on the interactions that consumers carry out in e-commerce, continue to be the protagonists. And of all of them, the triggered email for recovering abandoned carts is the most important due to the results it achieves. If we talk about trends, in 2023 we will see a very clear one: hyper-personalization; and data will be the axis in every email marketing strategy, which is why it is vital to have technologies that guarantee that campaigns comply with privacy regulations such as GDPR and are efficient. Partners with certifications for good information management will become relevant.




Tatiana Orellana

Brand & Communications Manager – Blueknow


2022 has been the year in which we have seen significant advances in BIMI (Brand Indicators for Message Identification), which allows brands that have adopted this protocol to differentiate themselves by displaying their registered corporate logo on every email sent. Recent support from Apple with the launch of iOS 16 and macOS Ventura, combined with support from Google, Yahoo and a few more, represents a change in how organizations use their email, not only to boost brand awareness, presence and opening rates, but to provide visual confidence of authenticity in every email sent.

I believe that based on the growing support for BIMI seen over the past 12 months, 2023 will be the year that companies begin to realize the benefits of BIMI and its brand enhancement. While DMARC may be seen by marketing as just a means to implement BIMI, the security benefits that DMARC offers in authenticating legitimate email and eliminating exact sender impersonation emails will benefit the entire organization and the brand. Therefore, I believe that BIMI will be adopted as a cross-functional initiative by many businesses that decide to implement it.




Juan Pedro Martinez

Account Executive – Iberia & Italy – Red Sift


Machine learning (ML), which can identify patterns from historical data, is set to become one of the essential tools for any data-driven campaign, including email marketing. It will also enable small and medium-sized businesses to match the work and results of large corporations or those with more modest budgets.

This subset of artificial intelligence (AI) will enable decision making using the latest data. Using more advanced computing techniques, they can extract the essence of Big Data by capturing user behavior. For example, so-called “affective computing” will make machines understand and simulate human emotion and it is well known that an emotional message has a much greater impact on a business’s main KPIs.

AI algorithms use this knowledge to make predictions, recommendations and decisions that enable unprecedented personalization and segmentation at every stage of the customer journey, not only to reduce costs or increase profits, but also to achieve greater brand attachment with impacts increasingly personalized to the user's needs at all times.

Today we know that through predictive and prescriptive analytics it is possible to anticipate when a customer will buy again, or when there is a risk that they will request to cancel the service. In the face of these eventualities, AI generates personalized offers that, combined with the appropriate email marketing workflows, increase the lifetime of a customer and reduce the cancellation rate.