Email marketing has long been a cornerstone of digital strategy, especially for small and mid-sized businesses (SMBs). Despite being around for over two decades, email marketing is still evolving rapidly. According to the latest findings from Capterra and Gartner, SMBs must rethink how they approach email to improve performance, retain subscribers, and maintain brand credibility.

As inboxes become more competitive and consumer expectations rise, sticking to traditional practices can hurt campaign outcomes. This article explores the top three emerging trends in email marketing and offers practical insights SMBs can apply to reinvigorate their strategy in 2024.

1. Consumers Are Unsubscribing at Alarming Rates

According to Capterra’s 2024 Advertising Preferences Survey, a staggering 25% of consumers unsubscribe from marketing emails at least once a week. The primary reasons include:

• Receiving irrelevant or repetitive content

• Excessive email frequency

• A desire to keep inboxes clutter-free

What SMBs Should Do:

• Segment audiences more effectively based on interests and behavior.

• Personalize subject lines and content to increase relevance.

• Balance email frequency by testing optimal timing and cadence.

• Vary content formats, mixing promotional messages with educational or entertaining content.

Takeaway: One-size-fits-all is no longer an option. Consumers expect emails to be relevant, timely, and valuable—or they’ll hit unsubscribe.

2. Sign-Up Pages Lack Clarity and Incentive

While attracting new subscribers is a top priority, many brands fall short at the very first touchpoint. Gartner's research found:

• Only 58% of brands clearly communicate the value of signing up

• Just 24% offer incentives, such as discounts, exclusive content, or early access

This lack of clarity and motivation creates a missed opportunity, especially for SMBs trying to grow their email lists in a saturated market.

What SMBs Should Do:

• Clearly articulate the benefits of subscribing on every sign-up form.

• Use strong CTAs that communicate the unique value (e.g., “Get 10% Off Your First Order”).

• Test incentives, such as freebies, discounts, or gated content to boost conversions.

• Align sign-up messaging with the tone and value you deliver in your actual emails.

Takeaway: A strong email marketing strategy starts with a strong signup experience. Make every word count.

3. Ethical Email Practices Are Becoming a Competitive Advantage

The era of clickbait subject lines and vague offers is coming to an end. 34% of consumers say they would report companies for sending misleading email subject lines, according to Capterra.

In a digital world full of privacy concerns and information overload, trust has become a differentiator. Ethical email practices are no longer just “nice to have”—they’re essential.

What SMBs Should Do:

• Avoid clickbait and misleading language in subject lines and body content.

• Be transparent about data collection and usage.

• Provide easy opt-out options and respect unsubscribe requests immediately.

• Focus on delivering genuine value over gimmicks.

As Sabrina Khoulalène, Content Analyst at Capterra, puts it:

“SMBs must understand that consumer trust is essential to the success of their email marketing campaigns. By adopting ethical practices and offering real added value, they can not only retain their subscribers, but also strengthen their brand image.”

Takeaway: Ethical marketing isn’t just about compliance—it’s about long-term brand equity and customer loyalty.

The Future of Email Marketing for SMBs

Email marketing is far from obsolete—but it is undergoing a fundamental transformation. With higher consumer expectations and increasing scrutiny, SMBs must go beyond basic email tactics and:

• Prioritize relevance and personalization

• Improve signup experiences with clarity and incentives

• Embrace transparency and ethical marketing practices

By adapting to these evolving trends, SMBs can retain subscribers, boost campaign effectiveness, and build stronger, trust-based relationships with their audience.