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.

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