5 Cutting-Edge Email Marketing Techniques for 2024: From Clicks to Conversions

By mark. Published April 5, 2024  

In today's overflowing inboxes, where attention spans are fleeting, how do you make your e-commerce brand or real estate listings stand out? Email marketing remains a powerful tool, boasting an average ROI of $45 for every $1 spent in the US, according to a 2022 report by the Data & Marketing Association (DMA)[1]. By crafting personalized experiences with cutting-edge techniques, you can turn passive subscribers into engaged customers and leverage email's effectiveness in customer acquisition, which is up to 40 times higher than social media according to McKinsey & Company[2].

The key to success in 2024? Automation. By leveraging email automation tools, you can personalize experiences at scale, streamline workflows, and deliver the right message to the right person at the right time.

Here are 5 cutting-edge techniques that, when combined with automation, will transform your email marketing:

1. Personalized on Autopilot: Power Up Your Relevance Engine with Automation

Imagine sending an email that feels like it was written just for a specific customer. In 2024, advanced segmentation and automation take personalization to a whole new level. Using E-Commerce and Real Estate digital marketing as examples here are ways this can be done:


According to Monetate's Ecommerce Quarterly 2023 report [3], product recommendations are a key element in boosting e-commerce conversion rates and shopping cart size. By strategically implementing personalized recommendations, you can significantly increase the chances of customers making a purchase.

Email automation allows you to trigger these personalized recommendations based on past purchases or browsing behavior. For example, an e-commerce store can use past purchases to send targeted recommendations. John, who always buys the latest running shoes from a store that uses a service like Klaviyo, might receive an automated email highlighting a new release he'd love. This relevance builds trust and increases the chance of a click-through to purchase.

Real Estate

Imagine a real estate agent sending emails based on a subscriber's saved searches. Sarah, who's looking for a waterfront property on platforms like Zillow that utilize user data segmentation, would get alerts for new listings that match her criteria. Automation empowers agents to send these targeted emails instantly, keeping Sarah engaged and positioning the agent as an expert who understands her needs.

2. Interactive Content: Breathe Life into Your Emails (and Boost Engagement) with Automation

Static emails are a snooze. Liven things up with interactive elements that grab attention and boost engagement. Again, using E-Commerce and Real Estate as examples here are some relevant ways of "zhuzh'ing up" your emails:


Consider incorporating product quizzes or interactive polls. A clothing store could send a "Style Finder" quiz, recommending outfits based on the subscriber's preferences. This not only keeps them clicking, but it gathers valuable data for future campaigns (a win-win!). Automation allows you to deliver personalized quiz results and recommendations based on their selections.

Real Estate

Go beyond static images and take your email marketing to the next level with interactive content:

  1. 1
    Automated Virtual Tours: Interactive virtual tours are a game-changer. Embed links to 360° tours within the email, allowing potential buyers to explore a property from the comfort of their couch. This creates a more immersive experience and saves everyone time by filtering out uninterested leads. Automation can trigger these virtual tour emails based on a subscriber's saved searches or inquiries.
  2. 2
    Automated Email Highlights with Animated GIFs: Showcase the property's essence with captivating animated GIFs created from drone footage. Capture breathtaking aerial views, unique architectural details, or stunning landscaping – all within the subscriber's inbox. Vimeo has a great way to extract out snippets from existing video footage as a short animated GIFs.
  3. 3
    Interactive Floor Plans: Include links to interactive floor plans that allow subscribers to virtually walk through the property. This can be particularly helpful for showcasing the layout and flow of a space, especially for larger listings.

By incorporating these interactive elements, you'll capture attention, generate excitement, and give potential buyers a sense of being "present" in the property, even before they schedule a physical showing.

Smart email automation ensures these interactive experiences are delivered at the right time to the most interested subscribers.

However, do remember to keep file sizes small for optimal loading times, especially on mobile devices.

3. The Power of AI: Craft Compelling Content (Without the Heavy Lifting) with Automation

As we've all now become used to, artificial intelligence (AI) is no longer science fiction. Use it to streamline your email marketing efforts and create high-performing content.


AI can analyze vast amounts of customer data to predict buying behavior. But the data needs to be clean data, as reported by a 2024 report by Klaviyo [4]. Leveraging this allows you to personalize subject lines and email copy that resonate with each subscriber. Imagine an email with a subject line that reads, "Hey John, these sneakers were made for you!" – AI can make that happen with services like Mailchimp AI, if budget allows for a small business. Automation then delivers these personalized emails at the optimal time for maximum impact.

Real Estate

AI for Real Estate can analyze listing descriptions and suggest improvements for better click-through rates. It can identify keywords that resonate with target demographics, ensuring your listings get seen by the right people. Automation can integrate these AI-powered improvements directly into your email listing blasts.

4. Embrace the Mobile-First Mindset: Because Everyone Checks Email on the Go

We all check our emails on the go. Make sure your emails are optimized for mobile devices to avoid frustrated bounces.

Use clear, concise language and a single, strong call to action (CTA). Ensure buttons are large enough for easy tapping, and images load quickly. Remember, a mobile-friendly experience goes a long way in today's world. Many email automation tools offer features to ensure your emails are automatically optimized for mobile devices.

5. Social Media Integration: A Match Made in Marketing Heaven with Automation

Social media is a powerful tool for brand awareness. Integrate it seamlessly with your email marketing strategy.

Always include social media buttons in your emails to encourage subscribers to follow you on your platforms. You can even use social media to tease upcoming email content, creating a sense of anticipation. Automation can be used to trigger social media posts based on your email campaign schedule, creating a unified marketing experience. For example, an automated social media post could announce a new email campaign with a sneak peek at the featured products or listings.

Email marketing in 2024 isn't about mass blasts – it's about personalized connections that drive results. By incorporating these cutting-edge techniques powered by automation, you can transform your emails from inbox clutter to conversion machines, propelling your brand and boosting your bottom line. So, go forth and conquer those inboxes!


[1] "Email Benchmarking Report" by Data & Marketing Association (DMA) at https://dma.org.uk/research/email-benchmarking-report-2022

[3] "Monetate's Ecommerce Quarterly 2023" by Monetate at https://finance.yahoo.com/news/monetate-helps-drive-4-8-140000308.html

[4] "AI is only as good as the data it’s built on. Make sure your tech is invested in both" by Klaviyo at https://www.klaviyo.com/blog/why-clean-data-is-important-to-ai-development

About mark

Mark Lowe is a seasoned e-commerce and digital marketing leader with over 20 years of experience driving business growth through innovative customer relationship management strategies. Mark's experience spans leadership roles at Strategic Advantage, Capgemini, and Unisys Corp., where he spearheaded successful e-commerce initiatives, technology architecture, IT management consulting and championed the use of data-driven tactics to cultivate customer loyalty.

Mark holds a Bachelor of Science degree with honors in Computer Science from Wolverhampton University. He is a recognized thought leader in the e-commerce space, having spoken at industry conferences and sharing his expertise through published articles. Mark has also made multiple television appearances as an expert in online security.

Mark Lowe is currently an executive and active consultant with Strategic Advantage, a firm specializing in e-commerce strategy and digital marketing solutions.

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