Key Insights from Email Conferences to Shape Your 2024 Strategy

In a landscape filled with numerous conferences throughout the year, choosing the right ones to attend can be a challenge. If you missed out on conferences this year or need a refresher on key learnings, fear not! The Litmus Team, having navigated various conferences, including their own, has compiled a roundup of standout takeaways. Read on to discover how you can incorporate these insights into your email marketing strategy for 2024.

Harnessing the Power of AI in Email Marketing:

AI dominated discussions in 2022 and continued to be a hot topic in 2023, with the anticipation that 2024 will take it to new heights. While AI isn’t a new concept, the release of DALL-E 2 and ChatGPT in 2022 set the stage for its widespread adoption. In 2023, industries across the board embraced AI, leaving email marketers pondering how best to leverage it.

From brainstorming email content strategies to creating alternative subject lines, preview text, and body copy, marketers explored diverse applications of AI. As Leah Miranda highlighted, “Generative AI gets you 80-90% of the way there.” The remaining 10-20% involves refining query results to align with brand voice and ensure accuracy.

Transparency is crucial, especially when using AI verbatim, such as summarizing product reviews. If AI is utilized to create content, announcing it to the audience establishes trust. Teams of all sizes leaned on AI for email segmentation, task automation, and streamlining workflows. Despite its potential, the evolving nature of AI requires continuous learning, and adherence to guiding principles, such as vendor vetting and bias checks.

Zero and First-Party Data for Hyper-Personalization:

Distinguishing between zero-party and first-party data is essential for effective personalization. Zero-party data is willingly provided by the audience, while first-party data is collected directly from the audience on your channels. These data types offer greater control and reliability compared to second or third-party data.

Avoiding third-party data, which aggregates information from various sources, is advised due to potential data integrity issues affecting email sender reputation. With deliverability rules evolving in 2024, maintaining a low spam complaint rate is crucial.

To kickstart hyper-personalization, analyze zero-party and first-party data for patterns. Evaluate brand goals and determine personalized elements that will resonate with subscribers. If data gaps exist, consider revisiting email preference center strategies or implementing surveys to gather insights.

Litmus Personalize, offering no-code, easy-to-use templates like countdown timers and progress bars, can expedite the personalization process.

The Imperative of Accessibility in Emails:

Accessibility is no longer a ‘nice to have’ but a must for email programs. Conferences emphasized the importance of creating visually inclusive emails for those with visual impairments. Designing for accessibility should be integrated into workflows, promoting inclusive experiences.

Speakers stressed the need for specialists in accessibility or, if not feasible, acquiring consultants. Training and incorporating accessibility goals into workflows became a priority. Mark Robbins and Naomi West highlighted that 99.9% of emails fail basic accessibility testing, underscoring the urgency.

Critical areas to focus on include text readability, ALT attributes, and the usability of call-to-action buttons and links. Implementing these checks into pre-send checklists ensures comprehensive email accessibility.

Break Out of Conventional Approaches:

As 2024 approaches, it’s time to break free from traditional methods. Regularly audit your email program, track performance, and identify areas for improvement. Embrace innovation, iterate on past strategies, and question what worked and what didn’t. The key to success in 2024 lies in thinking outside the box and adapting to evolving trends.


As the 2023 marketing conference season concludes, these takeaways serve as valuable insights to shape your 2024 email marketing strategy. Prioritize personalization, embrace AI judiciously, champion accessibility, and be prepared to break away from the norm. Stay tuned for updates on upcoming conferences that will further fuel your email marketing journey in the year ahead.