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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.
The research shows that marketers are betting on Interactive email, Big Data personalisation and HTML 5 video in email to break through in 2017. 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.
What are the most interesting trends that could play a bigger part in your email marketing strategy in 2017? It is about providing customer-centric experiences. So how is this mantra translated into the reality of the day? Seed list based inbox monitoring tools no longer give usable inbox placement results.
At some brands triggered emails, like welcome emails and cart abandonment emails, already generate the majority of email marketing revenue.With predictions about what the future holds for email marketing in 2017 and beyond. Read the full article here: 7 email marketing predictions for 2017 Josie Scotchmer of Mailjet declares this year’s theme “Start practicing what you preach”. 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. 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.The space within your transactional emails can help you to connect your customers with their wants and desires. 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.The outsized productivity of such a small percentage of email volume presents huge opportunities for brands to better engage subscribers. Read the whole article including quotes from the experts on the litmus blog. Econsultancy asked brand side marketers: “Looking ahead five years, what do you think the single biggest change to email marketing will be? The biggest changes in the coming 5 years gravitate around Personalisation, Data, Automation, Devices and Content.With technology, marketing strategies and tactics constantly evolving, the eco-system is ever so important.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.Instead, it’s probably truer to say that we’re in the half-decade of Big Data personalization. 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 i OS 10, HTML5 video support is back!