Email is a mainstay in the marketing toolbox, but marketers need to continuously evolve their email tactics to cater to a changing audience. Join me in a leap forward into the future of email marketing in the 6th annual review of email marketing trends, changes, predictions, and constants.
Compiling this Email Force Review has always been a good excuse to highlight what’s happening right now, and taking a peek at what is just around the corner in 2017 and beyond.
So let’s jump in and see what marketing industry thinkers today have to say about the future of email marketingtomorrow…
Email marketing 5 years ahead…
How will email marketing evolve? Econsultancy asked brand side marketers: “Looking ahead five years, what do you think the single biggest change to email marketing will be?”
The following word cloud is the result. The biggest changes in the coming 5 years gravitate around Personalisation, Data, Automation, Devices and Content.
10 MarTech Experts Decipher the Future of Email Marketing and Marketing Automation
What will be the most interesting developments and trends? Ten industry experts came together on request by the emailvendorselection.com site and shared their views on what the future of Email Marketing & Marketing Automation will hold.
Read the full Live Video Crusher Review with the complete and most juicy MarTech predictions here: 10 MarTech Experts decipher the Future of Email and Marketing Automation
What one learns from reading 134 mail marketing predictions
What happens if you read all the “Top email trends for 2017”, “Where is email headed in the year to come?” and “2017 email marketing predictions”articles out there? Gerald Marshall took the gamble and went through 134 email marketing predictions. My advice, don’t try this at home. And in one sitting, you’ll have a 100% chance of information overload!
The top 4 for 2017 are in the category data analysis, emails and ESPs, content and segmentation. The other big winners this year are email design and improved ESP platforms followed by video content and AI-assisted segmentation/ personalization.
AI is have email data analysis for lunch. The data analysis category includes artificial intelligence and bots with nearly half (15 of 33) of the category predictions dominated by that type of smart tech.
Have a look at the AppZilla Review
The Biggest Email Marketing Trends in 2017 Are…
Litmus asked 1.200+ marketers to rank the biggest email marketing trends for 2017. Chad White provided the context as Litmus’ research director and industry trend hawk-eye. The research shows that marketers are betting on Interactive email, Big Data personalisation and HTML 5 video in email to break through in 2017.
2017 will be the year of… Interactive emails
Email interactivity pulls some of the interactions from the landing page into the email. You can think about, for instance, Hamburger menus and other navigation, Carousels, Image galleries, and sliders, Offer reveals and Add-to-cart functionality.
By allowing more interactivity inside the email, it has potential to reduce barriers to engagement. It produces clickers with higher intent. The two biggest issues that still hold back adoption are 1: technical challenges around implementation and 2: Tracking and attribution changes.
2017 starts the half-decade of… Big Data personalisation in emails
Translating Big Data into actions for email marketers starts with breaking down data silos across channels. this means connecting the dots – which is no small technological or political feat. Marketers have embraced personalization driving most of the content in emails.
However, Big Data personalization is so complex and involved that it’s never likely to be a huge trend in any particular year. Instead, it’s probably truer to say that we’re in the half-decade of Big Data personalization.
2017 will be the year of… HTML5 Video in email taking off
Video in email is straightforward and easy for subscribers to understand — and for that reason is likely to be a catalyst in making both marketers and email users more receptive to other forms of interactivity.
With the launch of iOS 10, HTML5 video support is back! As of November 2016, more than 53% of emails were opened in Apple email apps justifying trying it as long as there is a fall-back for subscribers with email clients that don’t support HTML5 video.
2017 will be the year of… Automated and triggered emails
Marketers know the importance of automated emails. At some brands triggered emails, like welcome emails and cart abandonment emails, already generate the majority of email marketing revenue.
The outsized productivity of such a small percentage of email volume presents huge opportunities for brands to better engage subscribers.
More trends? Read the whole article including quotes from the experts on the litmus blog.
Experts on MarTech transformation of the email and marketing automation industry
With technology, marketing strategies and tactics constantly evolving, the eco-system is ever so important. We asked experts exactly what they think are significant changes and trends in the role of agencies, 3rd party technologies, and vendors in relation to each other? Find out below what these global experts had to say about the transformation of MarTech
Read the full article with all the MarTech prediction trimmings here: 13 Experts on MarTech transformation of the email and marketing automation industry.
Email marketing trendbook 2017
What are the most interesting trends that could play a bigger part in your email marketing strategy in 2017? Email marketing experts Krzysztof Jarecki, Aleksander Heba and Adam Ambrożewicz from Expert Sender discuss it in their Email marketing trendbook 2017.
Download the trendbook here.
5 Email marketing trends to consider for your email communication strategy in 2017 – and a few things to safely ignore
The heart of (email) marketing remains the same. It is about providing customer-centric experiences. Don’t expect 2017 (or 2018… or possibly ever) to see technological perfection for getting the right message/person/time combination. So how is this mantra translated into the reality of the day? Tim Watson shares his 5 trends to act on.
Seed list based inbox monitoring tools no longer give usable inbox placement results. The trend of email list bombing we have seen at the end of 2016 is going to lead to more use of reCAPTCHA on subscribe forms and double opt-in processes.
Pushing the Enveloppe
Some brands experiment with interactive emails featuring push the envelope – email design techniques, such as creating carousel elements, hamburger menus, and interactive features in their emails. However, these design innovations still are largely unproven in value.
Are smart watch users, Google Home Assistant and Amazon Echo things we can safely ignore? Read the full article here on SmartInsights: 5 trends Email marketers need to stay on top of and a couple you can safely ignore…
Email Marketing Innovation
According to Econsultancy research companies intend to innovate their email marketing this year with more creative uses of behavioral triggers (66%), greater use of dynamic elements and marketing automation to reach one-to-one communication.
Agencies expect to see a bit less innovation for their clients, except for content messaging apps and the use of email as identifier on external platforms. Such an identifier can be used for for instance retargetting or profile enrichment.
7 email marketing predictions for 2017
Top minds in the email marketing industry have come together for some crystalball gazing over at Campaign Monitor. With predictions about what the future holds for email marketing in 2017 and beyond. Below a short summary. Read the full article here: 7 email marketing predictions for 2017
2017 will be the year of the savvy emailer
Josie Scotchmer of Mailjet declares this year’s theme “Start practicing what you preach”. Not a bad idea. In her post Email: the trends for 2017, she encourages to get the basics right, stop talking about what you’re going to do and start putting practices into action. Let’s take that as a five-step program.
Step One: Personalization… closing the disconnect between brand and customer
Every year we talk about personalization, yet so many marketers still think this ends with adding a first name to an email. Yikes! To connect with your contacts by taking a look at your data, to find true segments and personalize our messages based on the needs of each segment.
Step two: Build an emotional connection through Brand Storytelling
To be truly great at brand storytelling, you need to first understand your customer journey. An evocative story is both true to your company and your customers’ lives. Use the story to uncover the hidden treasures you have in your product catalog.
Step three: Use Transactional Emails as a part of marketing
Marketing teams tend to govern marketing emails, whereas transactional emails often sit under IT departments. The space within your transactional emails can help you to connect your customers with their wants and desires. Even if they didn’t know they wanted it. Give your transactional emails the same brand feel as your marketing emails for a consistent experience.
Step four: Trust The Machine, marketing automation
Wow, 48% of SMBs are not using any form of marketing automation. Artificial Intelligence (AI) is getting smarter and more intuitive, so, yeah, 2017 is the year to put your faith in technology and trust the machine, especially for capturing them when they are in the moment.
Step 5: Make Email an interactive experience
By now, you’ve mastered crafting beautifully responsive emails (well, hopefully anyway). So let’s make your subscribers love them, by making them interactive. Perhaps you’re looking to increase conversions, allowing your customers to shop directly in the email.
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