What will 2017 bring new in email marketing?
2016 has come to an end and we can’t help but ask ‘What’s Next?’ when it comes to email marketing. Even though some argue this channel is dying, a Radicati report states that email continues to see strong use in the business world, as well as among consumers. The amount of consumer email continues to grow mainly due to its use for notifications (e.g. for online sales) rather than simply as an interpersonal communication tool. Moreover, it is estimated that by 2019 there will be 246 Billion emails sent and received daily.
Now that we’ve seen email is very much ‘alive and kicking’, let’s take a look at some of the predictions for the coming year.
Data-driven high-level segmentation will take lead
The old profile based segmentation won’t be enough if you want to stand out in your subscriber’s mailbox. Understanding the interest of your audience is the need of the hour; it will help you segment better and deliver valuable content. Consumer level reports, heat maps, geolocation, used devices reports – these are all tools that will help you stay on top and deliver the best content to your subscribers.
Mobile is the magic word.
We can’t stress enough, mobile is the new king. Did you know that 42% of users delete an email if it doesn’t display correctly? It becomes thus mandatory for marketers to think mobile first. This means your attention should shift on single column templates, short and to the point content and smart CTAs.
Interactivity will make it big in 2017
Interactivity in emails makes them truly engaging. But apart from adding a new light, interactivity allows marketers to offer more content compressed in a short and user-friendly format, which in turn enhances user experience.
Videos and gifs are now supported across many email clients, making them very popular and sought for.
Live shopping carts are also in the center of attention. Customers often tend to abandon their carts, most common situations being a website crash or a too complicated buying process. As a sales recovery tactic, this is incredibly effective. According to SaleCycle, 46% of all abandoned cart emails are opened and 35% of clicks lead to a purchases back on site.
Did someone say countdown? A countdown timer in your emails has two very useful features: it creates a sense of urgency that can increase sales and it also eliminates your readers’ need to translate dates across time zones.
Chat bots will be complementary to email in the e-commerce game
No, chat bots won’t take over email, nor robots on the human race. Currently, a customer’s behavior on a website triggers automated emails. Chat bots do the same. They will run automated workflows and send confirmation emails, abandoned shopping cart emails, allow the user to sign up to a newsletter and then send that newsletter with segmentation data that can also be pulled from chat sessions.
2017 promises to be an exciting year and the email marketing revolution shows no signs of slowing down. So stay on top of these trends to be relevant and make sure that your email efforts remain effective.