We’ve talked about email marketing a lot before, and that’s because it’s still one of the most effective marketing techniques for companies of all sizes.
Times change, and email marketing has to move with the times. But even with all the new developments in the world of digital marketing, email is still very much alive and well.
Here’s a look at some of the most exciting developments, stats, and predictions for email marketing at the start of 2017.
Current Stats on Email Marketing
You can find a lot of stats on email marketing that make it very clear that it is still an important marketing technique for any company, small or large.
A few stats from this source include:
- There are 4.3 billion email users around the world
- 205 billion emails are sent every day (that was back in 2015, so it’s probably more now)
- The average open rate for emails in North America is 30.6%
- The click-to-open rate on a desktop is 18% in the United States
According to eCommerce Capitals, the most recent stats from 2016 suggest that the overall email open rate is 23% and that CTR is 14.11%, although this varies by industry.
In this study by ForeSee of 15,000 web shoppers, promotional emails were responsible for 25% of visits to the sites as well as 23% of mobile visits. That’s a huge number and implies an important link between emails and e-commerce sales.
And according to the 2016 Consumer Adoption & Usage Study by Adestra, 86% of people check their emails daily on their smartphones. It also claims that millennials prefer to receive communications via email and that more than half of them purchase regularly from email offers.
These are stats that cannot be ignored. Email is big, it’s responsible for making sales, and every marketer should be using it.
Perhaps the most important issue right now is not that email works, but how it will continue to work over the coming years. This is where it’s important to look at some of the biggest trends that experts expect to see.
How Email Marketing Will Evolve
So how will email marketing change over 2017 and beyond? Does it even need to change? Trends come and go, but there are some that are expected to be big over coming years according to experts.
Litmus has compiled some of the biggest email marketing trends of 2017, in which it asked the opinion of 1,200 experts.
From the data it collected, it looks like interactive emails will be one of the biggest trends to look out for this year.
Interactive emails are nothing new, and we’ve been hearing about their implementation for a long time. They’ve been predicted to become the norm for quite a while, but it looks like this year they could finally take off.
They involve emails that contain interactive features including menus, carousels, sliders, offer reveals, reviews, and more.
Using these emails means that the interactions that would normally take place on a landing page will instead move to the email itself. This could be a good thing for conversions because there is less friction and fewer engagement barriers.
There are still technical issues that prevent this from going mainstream (not all clients support interactive emails), but we could certainly see it become more commonplace over the coming months.
Another trend highlighted was the growth of HTML5 video. Again, this has been around for years, but it has never taken off properly. Now that it is supported in iOS 10, however, this could be the year that it takes off.
Videos are popular on smartphones, so it makes sense that people will enjoy watching videos in their emails, and this could be an important trend to keep an eye on.
Another resource to check out is the ExpertSender’s free report on trends in 2017. This is based on the opinions of three experts, and it includes a number of areas that they expect to be big.
One of these is the rise of chat bots. These are set to become a lot more common, and they will start taking responsibility for more things like sending confirmation emails and creating sign-ups by using data from chats.
Perhaps unsurprisingly, mobile is also highlighted, and the suggestion is that emails will get smaller. With less space on the screen and shorter attention spans, it would seem wise to expect emails to shrink.
Email a Few Years from Now?
The CEO at Infusionsoft, Clate Mask, is an authority on emails, and he predicts that email will continue to grow faster over the coming years so that in 2020 it will be more important than ever.
He also predicts the death of bulk email marketing because consumers are already starting to tune these emails out. And he suggests that AI will be so good that recipients will not realize that they are being emailed by a machine.
Keep Up with the Email Trends
Email marketing, like all forms of online marketing, will continue to change and evolve. However, despite predictions of AI and interactive emails, right now the most important thing you can do is get the basics right.
That means building a targeted list, sending out personalized emails, and constantly providing value.
Email is very much alive and well in 2017. It will continue to grow, and it will continue to be an important part of any marketer’s toolkit.
Just make sure you get the basics right, and keep an eye on the latest trends so you can follow how email marketing develops over this year and beyond.
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