Email Einstein Ingenious eCommerce Email Marketing by Flowium
Email Einstein Ingenious eCommerce Email Marketing by Flowium
Top 5 Email Marketing Trends to Watch in 2025
1 - After nearly a year-long break, Andriy and Vira, our email marketing experts, are re-energized and ready to dive into the world of email and SMS marketing. In this episode, you’ll get insights into the top five email marketing trends to watch for in 2025. From AI summaries and interactive emails to AI-powered optimization and dark mode, we’ve got the tips you need to stay ahead in the ever-evolving eCommerce landscape. Plus, we’ll highlight the importance of email accessibility to ensure your emails effectively reach every audience member.
Stay tuned for monthly episodes packed with valuable insights to elevate your email marketing!
Watch the full episode and explore all mentioned resources here!
You’ll Learn
- The latest news and funny stories from Andriy and Vira
- The importance of optimizing emails for AI interpretation
- How interactive elements can engage your audience and create a memorable inbox experience
- How AI can automate and enhance your discount strategies, subject line testing, and more
- Why it’s crucial to optimize for dark mode in 2025
- Best practices to make your content inclusive and user-friendly
After such a long break, we are back online.
Andriy:Hi Vira, Nice to see you.
Vira:Nice to see you. Like,
Andriy:I need to have more energy, you know, like we need to.
Vira:Yeah, we need to make it a bit more dramatic. We've been away for like few months. Almost
Andriy:a year, no. Almost a year,
Vira:right? March. March, Yeah. I think we recorded like one of the last podcasts with you, like in London the last time you visited and then we stopped. So maybe it was a bad luck recording a podcast with you in London, I don't know. But here we are. We had this conversation with Andrey before this call that he was like, this year I'm trying to follow the script more and I'm like, I'm trying to be more unscripted with all of my podcast and all of my podcast creation and content creation. So let's see how it's going to work for us guys. Yeah.
Andriy:And thank you very much for those people who send us messages either via email or direct messages through social media that asking about the podcast and when we coming back because thanks to you, I mean, we decided to come back with a much lower frequency. We'll not do the podcast monthly anymore. We'll do it by seasons 2025 season will have 12 episodes. We'll be releasing 12 episodes this. This year. About email marketing.
Vira:Right. So pretty much a podcast per month if it, if Macon, if it's like easier to understand. But yeah, I'm like so excited to be back. I'm a bit rusty, so we'll see how it goes. But I'm very, very excited to be.
Andriy:Back and I'm actually excited about our second episode because we will have a very, very special guest and guess what, guys and girls, you know this person and no, it's not tech partner. No, we'll not be selling you anything. He's just one person that will join us and will be talking all things email marketing. Can't wait. Can't
Vira:wait. Even though we will be launching one podcast per month now, we'll make sure to pack them full with all things that are valuable to you, that can, that can be Something that you guys can use in your brands or in your work. So, yeah, let's get this started. And one more
Andriy:thing which is extremely, extremely important. If you like this kind of podcast, please share them, comment them, provide what? Feedback, reviews. Why? Because we do evaluate internally. Our marketing department check all those statistics and we are deciding should we continue working on this podcast or not? So you will have a power to make this podcast going. But no
Vira:pressure, you guys. No pressure whatsoever. Our lives are in your hands. But no pressure. Andrey, before we go to, like, a fun, serious topic of email marketing trends of 2025, I have four questions to you. Four questions just, like, to catch up on what's been happening in your life. These are the questions that I typically ask my friends if we haven't seen each other for a while. So even though I literally had a call with you two minutes ago, but let's pretend that we haven't seen each other in a year, I'm going to ask you four questions. Something you've learned this year, Something you've tried, something you've loved as something you are excited about. So just like in a super short form, let's start from the first one. Something you've learned this year. A new skill. Maybe some, like, realization. Maybe like a fun fact about the universe. Anything. Something you've learned this year. I will
Andriy:answer to those four questions only with one condition. If we do 1, 1, 1. So I'm answering, you answering. Do
Vira:this. Perfect. So
Andriy:playing guitar. So I'm like, right now, twice a week, I'm playing guitar. Was a coach and training, and the guy is crazy in. He's in love with guitar and his enthusiasm is very contagious. So I'm like, I'm learning how to play guitar. My dream, my bucket list.
Vira:But you've done it in the past because there are some very interesting videos in YouTube where you are playing guitar.
Andriy:Actually, this guy, I'm. I'm currently, What? I'm like, 37. Yeah, I'm 37. This guy is like 22 or 21. So basically half of my age. And then when I explained him that I knew how to play guitar a long, long time ago when I was a teenager, but I learned on the.
Vira:Streets from like, you learned, like chords probably?
Andriy:Yes. Like, from. From notebooks. And when I explained him how we learned, and he's like, he's like, no way. And I remember, like writing those things in my note. So, Vera, what's your new thing you learned this year? This
Vira:year or last year? Over the last few Months. Anyways, I learned how to optimize my sleep. I know it sounds boring because I'm like only 33, but I'm already into this sleep and biohacking and stuff. And I learned so much about the sleep. And thanks to Oura Rink that provides a lot of feedback on all aspects of my life, I learned how to optimize it. So now I'm like sleeping machine learning.
Andriy:So but funny thing about Oura rings, like optimizing. I know the study were made when people were sleeping and there was only one dot of light on their body. Their sleep was not as efficient or as not powerful as. Yeah. So I'm like how those Oura rings or apple watches was that light dipping to your skin like it doesn't sleep.
Vira:The light is on and off. So right now it's off. You see, sometimes it gets on for like some 10 seconds or something to like measure your sleep and your oxygen levels and believe it or not, it measures stress and your recovery as well. And it knows every time when you have like late dinner or if you have alcohol. So I stopped drinking alcohol like altogether. So now people asking me if I'm like Mormon or pregnant. Neither of those. I just like stop drinking alcohol because or a ring told me so. But I do see like a big benefits of that. So it's very fascinating how little things that you change in your lifestyle can affect your overall body, your performance, the way you feel, the way you interact with this world. It's fascinating. Okay, something you've tried andriy new experience, hobby activity. Something new you've done this year or last year. Over the last few months
Andriy:that I never tried before.
Vira:Yes, something new. Right.
Andriy:Honestly, maybe it's my, my year was boring or I'm escaping something.
Vira:You probably tried some like new foods or maybe like you've started listening to new podcasts or you went to like a dance class. There were, there was like I actually visited New Country Andre. How about that? Actually, actually,
Andriy:actually it's like related to your favorite band. Actually, like I don't listen English. Actually I don't listen any music outside of Ukrainian music. I. I know I'm like, I might sound boring, but I listen like non stop only Ukrainian bands all kind of like rap jazz. Oh, sorry, not just rap rock, like pop, but everything's Ukrainian. But the listen to and fall in love was like we pray by what's called Coldplay. Yeah, yeah.
Vira:So after you shared it in our Slack channel, like I, I've obviously knew about the song but I never like Listened listen to it. But over the last months, it was my number one most listened song in. In Spotify. There's caveat.
Andriy:I. I love that version when they sing with that. I'm not sure her name. The lady was from Syria and she sings in. I don't want to. Like, she sings in her language. Native language. That one is like, I love that part. Especially that parts of the song. Awesome.
Vira:We've got to share it with our listeners. So you guys just like, go ahead, type in Coldplay, we pray with that Syrian lady and you'll find it. No, the lyrics are actually super powerful. I never listen to the lyrics of the song. I was just like, yeah, it's a good song. Everything that Coldplay does is amazing. But the lyrics are very inspiring. Okay. Something I've tried this year, and this is the thing that has been on my bucket list forever. Forever. This year I went to Iceland. And something I've done this year, I dived between the two tectonic plates. One tectonic plate is European tectonic plate. And another tectonic plate is American tectonic plate. And there is like this crack in earth filled with glacier water. It's always super cold. And you can actually swim there in between the two tectonic plates. It's insane. It's actually the cleanest water in the world, they say. And it's been on my bucket list for a very long time. And I'm very proud of myself because it was super scary. Just like imagine you're like literally swimming between something that was created millions of years ago and you're like this teeny tiny person swimming in the crack in the earth. That was insane. Nice.
Andriy:Actually, I'll probably add it to my bucket list as well. Like, I'll steal it from you. The best 60
Vira:bucks I've spent you guys. The best. The best $60. Okay. Something you've loved. Oh, I could have used my Iceland thing here. Maybe like a favorite book or movie or food or some like, special moment.
Andriy:Yeah. My trip to like, I. I did Camino. Camino. Santiago de Compostela. The trip to, like, in Spain. So I walk for 10 days to. To 280km. Not sure how many miles it is. 280km is 173 miles. So I did it as a physical challenge, but the effect after that trip was tremendous. From spiritual, I, like, I didn't do anything extra. I just walked. But there's something magical. It's hard to explain, but there were a lot of things that I started to kind of rethink how I do things in my life, how I live, work, work, life, balance and stuff like that. But it's. Yeah. So that thing I loved. That's awesome.
Vira:That's awesome. How about this year you're going to swim between tectonic plates in Iceland and I'm going to do the Camino.
Andriy:No, actually, I already have a trip in June. I'm going to France to Provence.
Vira:Provence sounds very bougie, Andre. Like, I don't know, this sounds like very like upscale bougie, girly trip that you bring.
Andriy:No, actually it's from physical perspective, it's more challenging because there's like a lot of, like, ups and downs. You have to walk a lot. And it's more those like vertical, not the slopes. Like very, very horizontal vertical. Like, so it's not as easy. Oh, so it's not like they're gonna
Vira:bring you to lavender fields. You're gonna take some like, pictures and be your hotel.
Andriy:No, no, no. They will not take us. We'll walk there. But to get there, you need to go through a lot of, like, painful mountains. Cool. Okay.
Vira:Something I love this year. Maybe I shared it or not, but the book that, I don't know, changed the way I negotiate things this year. Never split the difference. I love that book. I love that book. I started, like using it. Some recommendations from that book. Too bad that my husband also read it. So we kind of tried to out negotiate each other. But that was like one of my favorite books this year.
Andriy:My shelf for four years. But I didn't have a chance to read it yet. You've got to read it. I mean,
Vira:I feel like you're doing a lot of things right. Because I come back to that negotiation experience we had in Africa when we traveled, how you guys managed negotiating the tickets. But that's like a story for another. For another podcast.
Andriy:I forgot about that. It was so. Come on.
Vira:Cool. Okay. And the last one, something I'm excited about. So something you're excited about? An upcoming event. Event. A goal, a project. What are you excited about, Andre? We have our
Andriy:annual event that we're getting together with the team and we inviting more team members to. And it's like will be nine of us to Dominican Republic and it's upcoming this Sunday, so we'll meet there. That's
Vira:so cool. That's so cool. Dominican is so fun. You guys will love it. Something I'm excited about this year is growing my books business. I just translated it into sports, Spanish, my books. So I'm like excited to launch this like miniseries in Spanish and I'm like working on the new book that it's kind of like a Near and Dear to My Heart. It's a book about grief for kids. So it's a very interesting topic. So yes, it's a, it's a big topic. It's a big topic. That's why I'm working with like child psychologists and like doing some research. But this is a huge topic that is very like near and dear to my heart. So I'm very excited about this. I will let you
Andriy:know how it goes because I mean unfortunately my mom passed away since we stopped recording the episodes and my kids are grieving, I mean in their own child way. So it would be interesting for them to read this book and I'll provide you feedback.
Vira:Thank you so much Andriy. Appreciate it. Appreciate it. And now 15 minutes later we are finally at that sweet spot where we can discuss email marketing trends. 2025. Yay. Finally we got there. I know you guys love this kind of topics. I do love them as well. So we're gonna try to give you a big picture overview of everything that is important this year. Everything that you should keep an eye on. So Andriy, how about you introduce the trend number one? By the
Andriy:way, we covered the same topic yesterday during our Klaviyo New York City meetup. It's an event that we are doing every month. By the way, if you're in New York City area I strongly recommend for you to totally free just go to flowium.com nyc and flowium plus smart sites actually our direct competitor we're hosting this Klaviyo events sponsored by Klaviyo. Anyway, so the trend number one is AI summaries. So basically what does it mean that like what, what's the new AI thing from Apple that they're trying to release AI intelligence. Oh yes, Apple intelligence. So bas, basically your emails will be summarized by Apple Intelligence or some Android Intelligence or AI. So now you just don't have to optimize your emails for mobile, for dark mode, for this and that. But now you have to optimize it for AI. Because if you are sending single image email and blasting non stop now you need to think how AI will interpret that email and summarize it to the recipient.
Vira:That's super interesting. And actually I mean this technology, it has been around for a while. Even if you guys, if you think about like whenever you book the ticket somewhere, right and you get the confirmation to your Gmail account, it has this Like a little summary connected to your like email that says like when your flight takeoff is like flight duration, landing information and stuff like that. So some sort of like AI summary thing, they existed before but right now you pretty much will be able to kind of like summarize all the emails in your in your inbox so it will be much easier for you to reach that inbox. 0 I did some research like what does it mean for us as marketers? What does it mean for us as email marketers? How should we like change our like the way we structure our emails? Good news is Flowium is doing everything good but basically the main thing, the main topic is to optimize the way you structure your emails. So use clearer headlines and subheadings to make the key points easy to identify. So that's the first thing. Also this is just an assumption for now, but it's more important than ever to kind of use the combination of image based aspects of the email and plain text. Because right now AI summarizers and there are quite a few of them on the market already, they primarily work with text based content. They do have some capabilities to kind of recognize the text on the image but it's still easier for them to recognize the text. And actually if you want to see how this AI summarizers will summarize your email, a good test you can do apparently Grammarly has this feature for free. So you can like upload your email to Grammarly and see what would be like the main points. It would kind of pick up really. And you can do the
Andriy:marketing, marketing mask as well.
Vira:Yeah but that's the thing, you can only do the copy with AI Grammarly. So but still it's like, I think it's like still important because it helps you to understand how this like AI tools see the content or the copy in your email. So that's interesting but that's super, super powerful. So also
Andriy:one thing like right now if you're listening to us, we also like posting this episode on YouTube and we're showing some examples. So if you want to reference it later you can go to our YouTube and check that video and those references. Interesting thing about this, what you just showed about the flight details in Gmail you have that like dedicated box kind of outside of your email about all that important information, what I notice and actually email marketers or you can play with it like kind of trick the system or not trigger the system. But if you want to have that, the same box for your email, let's say you have A launch date for a new product. So you can say on this date and specify date on this time, specify time the new project will be launched. But you need to also include either address or some location. Why I'm saying this because and I know noticed this recently when we were sending newsletter including announcement about our podcast, about our meetup and included all that information. We also had that box for our flowing emails.
Vira:What? That's crazy. That's kind of like a black hat tactics almost. So. So this
Andriy:is what I'm saying. We've got
Vira:to start testing this. Andrey, I had no idea. I thought it was like the exclusive to tickets. I don't know. You can do that with events as well. Wow. Honestly you guys, we've talked about it so you know that it's that this is the trend. But interactive emails are huge these days. And when I say interactive emails I don't mean like email with a GIF in it. When I say like interacted email, it's basically like when you receive this email not with just like a static message, but you have this like entire extra experience within your inbox. So you can maybe have some like polls in your emails or maybe you have image carousels that can be like changed within the email, interactive cards functionality and things like this. This is definitely a trend. So here are some cool examples that we will be sharing. But also what I like about this trend is that it's not only accessible to this big companies with endless budgets anymore because back in the day you could create this custom code or whatever, you can hire coders to develop this kind of mini program within the email. Right now you can easily do that with ads, ons and different apps that you can add to your email. Andriy do you like them? Yeah, I mean
Andriy:the interactive email and gamification, it's a, it's a trend and more and more brands are using it. And recently we recorded an episode on YouTube kind of demo of that tool. Zaimo was Bryce, one of the co founders and he showed me the tool in action which is very cool. And the beauty of the Dymo, you know that confetti, let's say you have a birthday or anniversary email and the Zymo provides you that confetti things for free so you can send as many as you want. And so people open the email and it's like confetti. I saw these emails, I
Vira:saw these emails because we did have like a presentation with them. But I mean what makes me excited the most about tools like Zymo is Not the confetti part obviously, it's the interactive cards. I think it's huge when you can literally add to cart directly from your email or you can like adjust your subscription and stuff like that. This is, this is powerful. It's almost as good as Amazon's one click purchase. Almost as good. In Shopify you still, and I don't know about the other platforms but in Shopify you still have to go through the checkout page. There is no way you can like skip it like in Amazon because we had, we had one tool back in the day maybe like a few years ago that we're trying to develop like a one click purchase thing from email. But new Shopify requirements are that you have to go through checkout. That being said, you're still like shortening that process for the customer by a lot by adding this like little, little interactive aspects to the email. So it's powerful. You guys. Definitely, definitely a trend. We are
Andriy:actually I found that. So can you go like, can you follow me on the screen right now where. So I found our email. Yeah.
Vira:Okay. It's under.
Andriy:You see. I see. That's so
Vira:cool. That's so cool.
Andriy:I mean we just didn't do it, didn't do it intentionally. It's by accident. But I think people can use that features especially again about when they're releasing new products. I think it would be very, very powerful.
Vira:That's huge. That's huge. Like I had no idea. Wow, Andrey, you're just like I learned something new today. That's awesome. It's almost
Andriy:like I'm in the email marketing business, you know? Almost.
Vira:Yeah. Who knew?
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Andriy:Yeah. So AI powered optimization. So when we're talking about AI and email marketing people typically think, and actually this is how I used to think, like oh, some imaginary robot will strategize, will create a segment, will create copy, will create that image for emails and eventually will do not need people to do email marketing because AI will do it for us. But unfortunately it's not as easy as this sounds. However, where AI right now is very powerful for email marketing is a split testing certain parts of the email. So for example Right now we writing different subject lines and preview tests for our clients to split test A, B, C, D test. However, just imagine if AI or let's say a system, a robot or software can split test those things 24, 7 non stop. Those tools already exist like Maverick, one of our partner and actually I'm not sure sure we'll be posting this before or after we post it on our YouTube but Maverick have that, it's called Maverick Optimizer and they split testing your subject line and preview test. And now they are talking about doing that kind of optimization for images and blocks of your emails. So it shows you the power of the AI. No, it will not replace your email marketing in general, but it can optimize certain pieces, parts of your email. Yeah, it can
Vira:definitely optimize certain aspects and it does it very often better than human does. Like with Maverick example, it's like a non stop testing. So as soon as they do have the results, they generate a new one and they kind of learn the trends. They learn that okay, emoji perform better than non emoji or like shorter performed better than longer one or having name here or there perform like, like. So they kind of summarize all of that information and based on that information, AI generates new subject line and keeps testing it. It's super, actually super powerful. Another aspect that you can also optimize with AI and this is the one that I'm personally excited about because I've been doing all of this manually for years and if someone can do that for me, gosh, I'm ready to pay a big buck. So basically AI optimized discount strategies, this is huge because you know how you, if you're doing a good job as an email marketer, you don't necessarily offer the same discount to everyone. You kind of offer sometimes like a higher discount if you were trying to win someone back or as a last resort to win someone back. Or maybe there are some people that are coming to your website and buying without the discount, why offering the discount to them and lowering your own margins. So with tools like Monocle, you can kind of like better understand their customer journey and you can customize that discount per customer. So like basically if the person is going through the flow but you know their previous history that they were purchasing without the discount code, you can basically do the no discount code email or for someone who is like waiting to be wowed by brand, you can offer the discount code for them. So we were doing it all manually. We were like collecting the data and strategizing which to some extent I think this will will still stay like the strategies but it's actually pretty powerful how you can improve your conversions while increasing your margins as well. So this is the one I'm excited about.
Andriy:Nice, nice. And I think they even do the offers on the pop up. They optimizing that.
Vira:Yes. Again this is just two
Andriy:tools that we kind of discussing but there will be more and more AI powered optimization for email marketing. And also if you know any that and you tried please share them below in the comments. We would like to learn ourselves like so we can do email marketing better.
Vira:Right. And another one that I think we should mention since like a lot of clients, a lot of our clients are using it is Orita the tool to basically optimize your sending practices with AI powered algorithms. Andre, you worked more with them. So like in a few words can you like explain what they do and why should people care?
Andriy:I'm not honestly I'm not very into like that politics of AI and stuff but I believe there's a big difference between AI and machine learning and I think Aretha's based on machine learning. But still it's like in the same same category. I had no
Vira:idea that it's like a different thing. I thought that AI machine learning is like the same same, same, same but different. It's like the same logic.
Andriy:That's why please don'. Check the facts. Maybe I'm 100% wrong and like maybe people will hate me by saying that but I think those are kind of two different things. So right now when we want to create let's say engaged segments or unengaged let's say engaged segments we do like Open in last 60 days, click last 60 days, engage with this email or that email. So basically we do this things manually and we are using let's say for four or five data points. Orita on another hand they are connecting all their tools, reading all the from all the tools from loyalty program for Shopify, from Klaviyo, from customer support. So basically they using like thousands or thousands of data points and they learning and based on that they are predicting which person will open a click email and which person will unsubscribe and if they predicting by the way I'm explaining this very in simple terms it's more complicated like that. But let's say if Orita predicts that tomorrow that person will unsubscribe probably let's suppress them temporarily and not send them any emails because if we send them they typically unsubscribe and then when they, that person start to show positive signs, will put them back in the list and start sending them emails. So basically it's like on the back end, it does your list cleaning, suppressing, unsubscribing automatically. You don't have to touch it.
Vira:Yeah, yeah, that's awesome. And basically that's also something that we were doing manually back in the good old days, but now like if persons stopped opening your emails at some point it but they like went to the website or open your loyalty program emails, it shows some like signs of some potentials of that person being recovered. So that's why I do kind of like the aspect of us having different data points instead of just like heavily relying on like email metrics. So yeah, it's pretty, pretty powerful if you ask me. Okay, awesome. So I mean we can talk about AI powered optimization tools for hours and probably we'll have like a separate episode for that because like AI is everywhere. I mean you would probably be surprised if we come on this podcast and didn't mention AI. Right. Because like AI, that's a new thing. And by the way, Andrey, I just talked to ChatGPT and apparently artificial intelligence is like broader term compared to machine learning. So you were right. So that's like two related terms but still yet different. So two new things that I learned today. Awesome. Okay, the next trend optimization for dark mode.
Andriy:Andre, it's been for a while, yeah, been for a while in the industry. But I mean it's still a lot of brands do not optimize their emails for dark mode. It's a, it's a new standard. Like you must, there's no known like and there's a bunch of tools which are doing this right now for you so you don't have to kind of do it much. But keep in mind that a lot of people opening their emails in dark mode and right now we're showing different examples of email and in the middle on the first email it's like normal email, this is what people think they are sending. But in the middle it's like dark, dark, dark disaster, dark tax on a dark background. And it's like this is what people are getting.
Vira:Yeah, yeah, that's true. And actually fun fact that I found about the dark mode is that like as of last year, 82% of smartphone users were viewing it on dark mode, reviewing their emails and everything on dark Mode. Yet only 44% of email marketers or marketers in general consider dark mode during campaign creation, which is like, like less than Half of like emails that you receive into your inbox are like truly optimized for dark mode. By the way, we have recorded this like entire podcast with Kristen Maslow back in the day where she goes over some like trends and she basically like explains the dark mode details and stuff like that. So I do recommend watching that episode if you are interested in learning more. But yeah, some like general good practices for the dark mode would be to like include outline for the white elements using images with like transparent background, testing different colors for, for contrast. And so yeah, but I'm not a designer. That's just like something I heard designers are doing. So. But that's very important for sure. Cool. Okay. Andrey. So trend number five. Number five. Yeah. And
Andriy:the final one for today is accessibility for people with disabilities. I think it's a good, good trend. But sometimes some people take advantage of this. So there's more and more lawsuits about this because we are sending the email. Even one of our clients, before we, they hired us, that client had a lot of question about if we optimizing for accessibility. And we were just curious like why. I'm like, you're asking so many questions because in the past he had a lawsuit for that. That's crazy. Yeah. So somebody sue his company. So basically when we're creating emails, unless you have somebody in your family with a colorblindness or limited visibility or some other disabilities, you don't think about that the same way as you design email. And let's say if you open all your emails in not dark mode, but what's a normal mode, like light mode, you don't think about that. Your email can look different. But if you start thinking that people have, let's say people with colorblindness, they cannot see if there's no clear contrast. They might not see your font, they might not see your copy on, on the background. It now becomes more important. And I think we have episodes about like full episode about accessibility. Yes, we do have
Vira:the episode. Was Matt gonna do it somewhere with Megan? Yes, episode number 88, email accessibility. So basically Megan talks about like all things accessibility. So alt text, like always add alt text not just for accessibility reasons, but also for people who are using Outlook or this. Like other platforms that are sometimes don't show the images. Yeah, use descriptive alt text for every image that you use. Super important high contrast colors. We actually have like a really good examples here here from Klaviyo. So like a good and bad like in my opinion they both look not like super good. Both of these examples so there is still things that you can improve, but still, like, the copy has to be very contrasting. Right. And like this image where with like a yellow background versus white versus white background. I mean, I don't have like visual like issues with. With my. With my eyes, but it's like difficult for me to read. It reminds me very much my emails when I was like in. In high school, I was like literally coloring in Gmail. I had this like family Gmail that my parents still own. Can you imagine? It was like one Gmail account for our entire family. And I was like coloring every word with like a different color because I was like, fun this way, you know, like whenever I was sending an email, I had way too much time when I was a teenager. But yeah, I mean, there's like a lot of aspects of accessibility. So avoid all caps, avoid italics, make the fonts readable.
Andriy:So clear structure of the email. Yes, clear
Vira:structure helps as well. Like use white spaces wisely. Again, high contrast colors. So all of that recommendations, we are not experts in that. I mean, our designers are. So go to that Megan's podcast and she will. She will do better job explaining the nuances of this topic. Yeah, but what we see
Andriy:as a trend, that it's more and more discussion about that and more, it's more relevant nowadays than it was in the past.
Vira:Yeah, I remember Megan made me rethink our colors for Christmas email. The red and green. Because she was like, she was like two colors that people are usually struggling with. Like color blindness wise is red and green. And if you're like using red and green for your fonts or something like, the chances are some people will not be able to read it. So that was interesting. Okay, awesome. So there you have it. Five trends. Let me just quickly go over them again. So trend number one, AI summary. Trend number two, interactive emails. Trend number three, AI powered optimization. Huge one. Trend number four, dark mode. And number five, accessibility. Awesome.
Andriy:Cool. Cool. We're done with our first episode of the year. Yay.
Vira:Yay. It was less stressful than I thought. And I almost didn't read from my notes. Almost. I did glance. You have some
Andriy:stats you couldn't. So
Vira:I did refer to stats, but the rest I freestyled like Andrey does all the time.
Andriy:Great job. And I did not follow any notes, which is no.
Vira:Anyway, thank you so much, you guys. Thank you for being with us yet again. We are excited for what's coming for email Einstein, and we will start bringing even, even more value to your. To your lives through our little podcast. So excited for that. Thank you. Thank you for listening.
Andriy:Bye. See you next time.
