Look for These Email Marketing Trends in 2017

Published March 03, 2017


Email marketing isn't going anywhere anytime soon.

According to research done by The Radicati Group, the total number of worldwide email users is set to increase from an estimated 2.5 billion users in 2014 to over 2.8 billion in 2018.

Pair that rise with the fact that email marketing has a 4,300% ROI, and it's pretty clear this marketing tactic is one you should still be taking seriously.

So what are the biggest email marketing trends of 2017?

Recently Expert Sender's marketing geniuses Krzysztof Jarecki, Aleksander Heba and Adam Ambrożewicz unveiled their predictions in their Email Marketing Trendbook 2017, and we've got some here for you:

Chatbots will automate e-commerce email marketing

We already know customer behavior can trigger automated email workflows, but in 2017 expect chatbots to start doing it, too. They’ll run automated workflows; send confirmation emails and abandoned cart emails; and create newsletter sign-ups, all personalized with data from the chat session.

Email will get even smaller

Since 66% of all emails are opened on mobile devices, an all-time high, you can't avoid mobile-optimization any longer. With that said, less is more. According to research, the best performing email length was between 50 and 125 words.

Eye-tracking tests will be performed for email

Originally used for websites, eye-tracking is now being used for testing email content. This lets you see exactly which parts of your email the users are drawn to most.

Email will have a more conversational tone

Your readers can see right though any forced really-trying-to-be-professional tone that you have with them, and let's be honest, nobody likes that. More and more people are leaning towards companies they can relate to, so keep the conversation casual.

Machines will match subscribers with content

It's well known that segmentation produces better-performing emails, but it's also time-consuming. With so much data and content, marketers will look to machines to get content matched with customers automatically.

Do you predict any other trends to hit the email marketing industry in 2017?

Let us know in the comments!

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