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Email Marketing in 2017: How to Stay Ahead


Despite the rise of social media, mobile devices, and live streaming video, email marketing is still as relevant as ever. It continues to top all other forms of marketing with an average ROI of 3,800%. Yes, you read that right, thirty-eight dollars back for every dollar you spend. As we move into 2017, it’s important to look closely at your email marketing. 

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Today we’ll look at some of the big trends coming in 2017 and how they alter the rules and approaches for email marketing. 
Email Marketing in 2017: How to Stay Ahead : eAskme
Email Marketing in 2017: How to Stay Ahead : eAskme
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3 Email Marketing Trends to Stay Ahead of in 2017

The key to staying ahead in any kind of marketing, is to understand and adapt to trends before they fully arrive. The hints are all there, but we need to look deeper to find out where email marketing is going, and how we can adapt now.

There are countless blogwebsites out there hosting blogs that predict the future. Today, I’m going to show you the three email marketing trends I’ve gathered to help you stay ahead of the curve in 2017.

1. Mobile Optimization in Emails

A study done by Litmus found that 56% of users prefer to read their emails on mobile devices. Furthermore, a whopping 42% of them will delete an email if it doesn’t display correctly. This means that your emails must consider mobile users more than ever before.

A mobile responsive template, such as a single column design, is a great option. Beyond the design, you should also consider the needs of mobile users. Your email’s subject line and body need to be straight to the point and easily digestible on-the-go.

2. Enhanced Personalization

What started as something simple, like using the customer’s first name, has expanded into highly personalized emails. As we move in 2017, the focus will be on utilize algorithms that can understand user behavior.

Let’s say you’re helping people find options for credit repair. Something like this requires a hyper-personalized touch, otherwise it comes across as disingenuous. Data like demographics, income, location, and other factors can help you understand someone’s situation and offer them solutions that work for their needs. By altering your message and tailoring it to the specific needs of your customer, your emails become far more enticing.

This also leverages the ability for emails to be seen. This kind of personalization simply cannot be accomplished on traditional channels like search or social media. After all, no one wants to be signaled out in front of everyone. Email offers a more personal approach to all types of marketing.

This also allows you to segment your list based on the needs of customers, or where they are in their relationship with your brand. For example, if you know someone has bought from you before, you can send them additional options. If they haven’t purchased yet, you can send them more information or links to your blog posts.

3. Merging Email and Social

Too often, marketing channels are treated like separate entities. This will no longer be the case in the coming years. Now, there are countless ways for them to interact with one another. Case and point: social media and email are a match made in heaven.

In this sense, one hand can wash the other if you put it together correctly. It all starts with adding social media buttons in your emails. It’s a simple, but crucial task. Giving people this option will encourage them to share your emails on social and increase your followers.

Complete the cycle by promoting your email newsletter on social media and direct people to sign up. You can offer incentives like a discount or exclusive content in exchange for their email. This creates a cycle of benefits where the two channels are feeding into each other.

Not only that, but research has shown that adding social sharing buttons to your emails can increase click-through rates by as much as 150%, which is incredible for something so simple.

Final Thoughts

Email is more important than ever before. It remains accessible and widely used on mobile devices, which makes it something you should be focusing on. By understanding these trends, you can make decisions today that will benefit your future.

How do you prepare for upcoming changes in email marketing? Let us know in the comments! 


Contributed By:
Sarah Watson is a social media marketer with over a decade of experience in the online world. She has learned what elements make the perfect posts and wants to share this knowledge with fellow marketers everywhere.