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October 18, 2017

5 Key Trends of E-Mail Marketing to Consider in 2017 and Beyond

Believe it or not, e-mail marketing is the mainstay of a company’s marketing efforts. Although many claim e-mail marketing to be dead, it actually generates the greatest ROI among all marketing channels; particularly, when the e-mail is in line with the recipients’ interest.

To help you leverage your e-mail marketing efforts, below are some key trends you need to consider in 2017 and beyond.

1. Interactive E-mails are Here to Stay

Landing pages are important, but what if you can integrate some of your landing page’s functionality into an e-mail that can redirect to desired page in just a single click or tap.

For instance, as soon as your recipient tapped on a food menu button in the e-mail, a food menu listing appears right there, in that very e-mail. In 2017, we have seen interactive e-mails, engaging recipients and driving positive results. Some features that can up the level of interaction includes:

  • Product tour hot spots;
  • Offer reveals;
  • Live menus and navigation;
  • Quizzes;
  • Reviews;
  • Carousels, image galleries, and sliders;
  • Search bar;
  • Shopping carts and add to wish list.

Fabricating an interactive medium, other than landing page, can decrease the number of clicks-to-action. This can bring down the barrier to engagement. Besides, such e-mails can also affect the behavioral intent. When using interactive elements, make sure your message is clear, concise and action-provoking. Try to avoid using interactive elements just to support poor content. I would recommend using it in an e-mail where you want to attract attention to events like a product launch or sale announcements.

2. Transactional E-mails are Worth Trying

Did you know that 40 percent of marketers are using transactional e-mails?  The transactional e-mails comprise only five percent of overall e-mail volume, yet generate a big portion of e-mail marketing revenue. One reason why transactional e-mails are so epic is that such e-mails are inbound-friendly. Unlike the broadcast e-mails that are strictly outbound in nature, these e-mails typically demand user permission and, when used effectively, they can also make greater up-sells too.

Preventing the pain points can also assist you to improve your overall ROI. Transactional e-mails are a new, easy, and effective way to add feedback loops across the user experience process. Some great times to start taking feedback from clients are just after a free, purchase trial, or customer service inquiry.

3. Embedded HTML 5 Video

As momentum rapidly builds behind HTML5, marketers have had a keen eye on its effect on HTML e-mail. One certain area of interest that has been of interest for quite some time is HTML5 <video> tag. The tag is intended to provide native video support with the help of a single codec throughout all browsers without using third-party plugins such as Flash.

The super benefit from embedded HTML5 videos is they improve Google search ranking. The popularity and effectiveness of video is no secret; they draw more attention and can go viral. Such e-mails can result in a greater open and click-through rates and, therefore, more of a boosted exposure to the brand.

4. Conversational E-mails

People like stories and conversations. Nobody has time to read a sales-centric e-mail that drives no sign of value to the recipient. Conversational e-mails don’t necessarily mean that your content should be extremely informal—exactly how you speak. You should write in a way that does not sound like you’re writing. Make your recipients feel that you’re talking to them, rather than at them. Try to know about them, what are their preferences and pain points. With all the accumulated information, you can get enough of conversational ammo in your arsenal to make the interaction more interesting.

Giveaway: keep your subject line simple, conversational and pertinent.

5. Personalization

Personalization has its own appeal; we are breathing in an era where personalization is the preference. Thanks to big data, we have plenty of data readily available, yet businesses are not capitalizing on the opportunity it offers. And 94 percent of companies say that customized e-mails are essential for present and future success.

Personalizing your e-mails does not need to be a struggle. There are fairly simple, yet sophisticated means of using personalization in your e-mails that is much more than using just a name.

Ask the Right Questions

It is a simple, straightforward and effective practice to section out your audience for personalization. Asking customers their purpose for landing on your website, subscribing to your e-mail, or signing up as a user can be outstandingly easy, but valuable. It can provide you with an insight that can help your business send incredibly targeted e-mails that can be opened frequently.

Build Customer Personas

Big data again! Marketers can create customer personas considering a multitude of data available. Rather than asking a single question, you can group customers together on the basis of certain attributes and actions they take.

Consider Time and Location

Working with your sales and marketing departments, you can adjust e-mails to create the most impact. You can also increase e-mail enjoyment by making your content more relevant to subscribers. Leverage customer data, analyze subscribers’ past open histories while sending e-mails at the most suitable timings to increase the chance of getting them opened for that particular subscriber.

Schedule Automated Behavioral Trigger E-mails

Behavior-triggered e-mails can be sent in response to the instant reactions to how your customers use the product. You might have received an e-mail from Facebook, as you have not logged in for many days — this is called a behavior-triggered e-mail. It is quite effective in sparking quick responses. If, still, you haven’t got your feet wet with e-mail, your competitors have a lead over you.

These are the five e-mail trends you should focus on, both at present and in the coming year as well.


Mawiya Karam is a marketing analyst who formerly worked in a SEO Company in UAE. With her B.S in marketing and M.S in business management, Mawiya owns a profound knowledge of business promotion. She has been in the marketing industry for years. She likes to stay abreast with the changing marketing trends.