Ecommerce Email and SMS Marketing Trends in 2023

Irene Wanja Feb 14, 2023

Reading Time: 4 minutes

With the ecommerce industry continuing to grow, it’s more important than ever for online businesses to leverage effective marketing strategies. Email and SMS marketing are two of the most popular methods of connecting with customers and potential customers. And as technology advances, so do the trends in these types of marketing … which means ecommerce store owners must stay up to date on the latest developments to remain competitive. So, without further ado, let’s get into some of the email and SMS marketing trends that are expected to be popular in 2023!


Personalizing email and SMS marketing has been a priority for many online businesses for some time. As we enter 2023, this trend will only continue to grow. As a store owner, you should be prepared to begin creating personalized content and messaging strategies that meet each customer’s individual needs. This could include personalizing subject lines, providing product recommendations based on purchase history, or offering special promotions that appeal to their interests. Continuing to focus on personalization will help set your online store apart from the competition.

Interactive content

Interactive content is a powerful tool that can help facilitate deeper customer engagement and provide valuable data about customers’ behavior and preferences. Quizzes, polls, and surveys are all excellent ways to engage people in meaningful interactions with your brand. Allowing direct interaction (via a call-to-action button or link) lets them take action right away instead of reading passively. This helps build stronger relationships between customers and a business, and also gives people a sense of ownership over their experience. Additionally, interactive content can be used to measure customer engagement; tracking how many people clicked on links or CTA buttons included in the message can give insight into customer interest levels.

benefits of interactive content for customer engagement and data collection

Mobile optimization 

As the use of smartphones grows, it’s becoming increasingly important for marketers to optimize emails and messages for mobile devices. Here are a few quick tips to help ensure a successful mobile experience on your site:

  1. Images should be adjusted to fit the size of a smartphone screen.
  2. Fonts should be larger than usual so they’re more easily readable on small screens.
  3. Messages should remain concise in order to avoid overwhelming customers. 

Furthermore, you should take into account factors such as users’ device type when crafting emails and messages, so your content adapts to any device. In addition to adjusting content for each device, it’s also vital to consider how your marketing campaigns will appear on various platforms, as well as how quickly you can receive customer feedback from these channels.

It’s also important to include calls to action to motivate readers to act on a message— whether that’s making a purchase or downloading an app. This can be done through buttons and links strategically placed within an email or message that direct customers straight back to the desired page or action. To increase engagement even further, you may want to consider adding videos or other interactive elements, which can help make messages more engaging and attractive on smaller screens. 


Automated email and SMS campaigns can save time and effort while delivering personalized and relevant content to customers. For example, abandoned cart reminders, welcome sequences, and post-purchase follow-ups can all be automated to help build customer loyalty and encourage repeat purchases.

Data privacy and security 

With increased scrutiny regarding data privacy and security, it’s paramount that businesses be transparent about how they use customer data and confirm they’re following all best practices for data protection.

Interactive product demonstrations

Interactive product demonstrations, like 360-degree product views and virtual try-ons, give customers a more immersive and engaging shopping experience. These demos can be delivered through email or SMS, and help increase conversions by providing a more detailed product understanding … which reduces customer apprehension about purchasing a product.

Chatbots and conversational commerce are now widespread in the ecom space

Chatbots and conversational commerce

Chatbots and conversational commerce are becoming increasingly popular in the ecom space, and this trend is expected to continue in 2023. Chatbots assist in handling customer queries and support in real time, while conversational commerce allows customers to complete purchases directly through a chat interface.

Video content 

Video content is becoming an increasingly popular way for online businesses to engage with customers and showcase their products. Whether it’s product demonstrations, brand videos, or behind-the-scenes content, videos shared via email or mobile messaging can help bring the brand to life and create a more personal connection with customers.

Artificial intelligence and machine learning

Artificial intelligence and machine learning are becoming increasingly important in email and SMS marketing, as they help deliver more personalized and relevant content to customers. For example, AI-powered product recommendations, dynamic pricing, and real-time sentiment analysis can all help you stay ahead of the curve and make data-driven decisions.

 increased focus on sustainability in companies’ marketing efforts

Increased focus on sustainability 

As consumers become more environmentally conscious, you can expect to see an increased focus on sustainability in companies’ marketing efforts. This could include messaging about eco-friendly packaging, sustainable sourcing, and reducing waste, which can help build brand trust and loyalty with these customers.


Email and SMS marketing are two of the most effective ways to reach out to potential customers and engage existing ones … but only if done right! Staying up to date with current trends—like personalization, interactive content, optimized mobile experiences, artificial intelligence, and machine learning—will help ensure that your store stands out from the competition, while providing an enjoyable experience for consumers at any point during their shopping journey! As technology continues to evolve over time, it’s important that companies remain flexible enough to adjust their strategies accordingly … so keep an eye out for new trends emerging in 2023!


About the author

Irene Wanja

Irene, a skilled Revenue Optimization Specialist for Build Grow Scale, combines an unparalleled focus on user research and a deep understanding of the ecommerce customer journey to orchestrate optimal shopping experiences. With an uncanny knack for detecting and addressing customer pain points through meticulous user testing, she utilizes tools such as moderated user tests, heatmaps, scrollmaps, and clickmaps to fast-track improvements in user experience and usability. Her keen eye for detail aids in swiftly spotting potential issues and implementing solutions, all while working closely with store owners and applying her intricate comprehension of user interactions. Passionate about software and technology, Irene immerses herself in enhancing her clients' business clarity, efficiency, and user satisfaction. Even though the value of user experience doesn't conform to a conventional numerical scale, the tangible outcomes of her work—improved user experience, amplified retention rates, and reduced customer support issues—are testaments to her prowess. Beyond her revenue optimization skills, Irene is a skilled writer and copywriter. She weaves her profound insights into engaging prose, crafting content that not only resonates with diverse audiences but also demystifies the complexities of user experience, consequently benefitting businesses worldwide.