Although internet marketing has seen many changes over the years, there is one online marketing tool that continues to be effective – email marketing. That may not sound very sexy, but it’s true. According to a press release from MarketingSherpa, 72 percent of adults prefer that companies communicate with them via email. To put that in perspective, only 17 percent prefer social media. So, while keeping up with social media and other online marketing trends is important, it’s also important to keep up with email marketing trends. Here are 3 important Email Marketing Trends – 2017:
1. Better Segmentation
The future demands something beyond the traditional profile-based segmentation. Additional things to consider are the time of day subscribers generally open your emails, the type of emails they open, and the frequency they prefer. Integrating this data with customer profile and other information will help you stay ahead of the curve in 2017.
2. Better Personalization
The old standby of first-name personalization no longer helps your image. In fact, the opposite is true. People have long since made the rather obvious connection between the first-name field on your opt-in form and the fact that your emails start with “Dear John” or “Dear {first-name}”. Email personalization will now go beyond this basic stage. Algorithms that track the behavior of subscribers on your site will help to determine what they’re going to do next. For example Geo-targeting is one of the interesting key Email Marketing Trends in 2017 because it’s useful in delivering custom offers to subscribers based on their location.
3. Better Mobile
According to a study by Litmus, 56 percent of email users prefer opening their emails on a mobile device. No surprise there; mobile usage continues to rise. But when you consider that number in the context of email marketing, it’s clear that, just like websites, marketing emails must be mobile-friendly. This not only applies to the email display, but the content as well. The subject line and message body must be short and to the point; and the CTA must be prominent and easy to click on a mobile device.
By capitalizing on the trends outlined here you can take your email marketing to a whole new level of effectiveness. For more ideas and help, contact us. We also encourage you to stay-tuned to our blog for more great email marketing ideas.
Sources for article – Email Marketing Trends – 2017:
http://www.wordstream.com/blog/ws/2011/09/12/google-adwords-location-targeting
https://litmus.com/blog/mobile-rises-to-56-market-share-longest-sustained-growth-in-2016
https://litmus.com/blog/understanding-responsive-and-hybrid-email-design