14 Dec Top Trends for Email Marketing in 2017
Last month, I talked about SEO Trends for 2017 and with year-end rapidly approaching – I decided to stick with a similar theme. For many of us, 2017 planning is in full swing, and if you’re lucky, you’re just putting the finishing touches on those plans. If email marketing is part of your strategy, you’ll want to listen up (read) closely to the trends emerging for next year.
Put down the tinsel, step away from the cookie exchange, and put that excitement towards your 2017 email campaign…kidding (sort of)! Here are some tips brought to you by the Email Monks (read: the email marketing gurus).
Automation tools and platforms are always changing, with new features being added all the time. As you continue to collect subscriber information, things like time of day that your customers open emails, which customers prefer more or less communication, and what types of emails resonate best will all play into a smarter campaign strategy next year.
Marketers will be able to better target customers based on geo-targeting, demographics, and behavioral data. All of this information factors into developing a deeper understanding of buyer personas, allowing for more customized communication with individual customers.
It’s no secret that more than half of all users open emails from their mobile devices, but maybe it’s less known that 42% of those mobile users will instantly delete an email if it doesn’t display correctly. Therefore, marketers need to think mobile first. They should take care to create beautiful, clean, mobile-optimized responsive emails that will appropriately capture a user’s attention. Think short subject lines and to-the-point copy. It’s a must to have clear, powerful CTAs.
Email and Social Join Forces
It’s been reported that social sharing buttons increase click-through-rates (CTR) by 115%. By supplementing your social awareness campaigns with email marketing, you’re bound to see an increase in your conversions.
This is kind of a no-brainer, but use the tools available to catch your audience’s attention (because it’s fleeting). Be sure to use interesting imagery (2D, 3D, rotating banners, etc.), GIFs, video, and social channels. Use live shopping carts and timers as reminders for customers to return to your website and finish any shopping that they started (this last point is mostly for B2C companies).
Personalization is the theme for 2017. The more details you can use to create custom content for your audience, the more likely they will engage. Finding that delicate balance of being too creepy and not paying close enough attention will be the challenge many marketers will face. If you’re not careful, you could lose the audience you’re trying to win over.
Happy holidays and happy planning!