As the email marketing world shakes off winter and steps into spring, something’s in the air—and it’s not just pollen. This season is less about product drops and more about presence. Brands are showing up, standing out, and making sure their names stay in the conversation, whether on stage or in your social feed.
Here’s what’s been happening (and what’s coming next) in the ever-evolving world of email and ecommerce marketing.
Event Season: Who's Where, and Why It Matters
Shoptalk Las Vegas opened the season with a bang. Big booths, bold branding, and, in Klaviyo’s case, a life-sized red horse. Yes, really. It sparked plenty of chatter, selfies, and speculation on whether props are the new positioning.
On the other side of the globe, Yotpo, alongside a partner agency, hosted the Ecommerce Growth Summit in Sydney. By the look of it, it was a sharp, well-produced event that added substance to the season’s style.
Up next is Retail Fest in Australia—and anticipation is building. Klaviyo, Yotpo, and others are headed Down Under, ready to sponsor, host, and network their way through the Gold Coast.
Meanwhile, Brevo opted for a quieter approach. Their recent #WorldWaterDay campaign swapped out conference crowds for a cause-driven message, featuring whale imagery and sustainability themes.
Product Updates: Fewer Launches, But Some to Watch
While event calendars were filling up, the product pipeline slowed slightly—but a few meaningful updates emerged:
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Klaviyo rolled out:
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Spin-to-Win forms—a gamified engagement tool
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AI brand voice consistency for emails—a feature that ensures messages stay on-brand even when AI steps in to help write them
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Sendlane released smaller but notable improvements:
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A reworked automation editor with better testing flow
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Fresh email templates
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Upgrades to support chat, now powered by Pylon
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Mailchimp announced a significant change: the Classic Automation Builder will be discontinued for free users starting June 1. Moving forward, only paid users will have access to automation via the Customer Journey Builder.
Brevo’s 2024 Benchmark Report
Brevo’s latest benchmark report provides a helpful pulse check on communication channels.
Key highlights:
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Email remains a high-performing staple, with strong open and click-to-open rates
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Push notifications saw a 927.5% surge in volume
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SMS usage rose 69.57%
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Chat solutions grew by 48.15%
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WhatsApp adoption doubled—up 101.8%
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Over 31 million mobile wallet cards were created in 2024 alone
It’s clear: while email continues to lead, brands are diversifying across platforms to meet customers where they are.
For more, check here.
Klaviyo: Learning & Certification
Klaviyo introduced a digital credentialing program. Marketers and developers can now earn certificates in:
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Klaviyo product use
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Deliverability
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Development
A digital marketing certificate is also on the way. These badges could become a new standard in hiring and training across ecommerce teams.
Upcoming Events to Watch
Here’s what’s ahead on the global marketing calendar:
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Apr 9–10 | E-Show Barcelona | Sponsored by PrestaShop
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Apr 9–10 | Pulse Ecommerce Summit, London | Featuring Klaviyo, Yotpo, Shopify, Attentive
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Apr 28–30 | Possible, Miami | Hosted by Brevo
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May 28–30 | Retail Fest, Gold Coast, Australia
Wrapping Up
This spring has been less about launching features and more about showing face. From conferences to certifications, the focus is shifting toward connection, education, and brand visibility. Still, the quieter updates—those tucked behind the noise—might just be the ones that shape long-term strategy.
As always, it’s not just about who shows up, but what they’re building behind the scenes.
