3 Email Trends That Will Dominate 2018

Is your email marketing as competitive as it could be for your industry? Find out what email innovations companies will be using in 2018 and how you can leverage them to boost your email marketing results.

Spoiler Alert!

You know digital. You know that in this current marketing ecosystem, things move fast: new technologies and innovations seemingly appear out-of-nowhere, changing the way we operate within the marketing ecosystem. Sometimes, these innovations actually change the entire ecosystem itself (we’re looking at you, Facebook).

Email marketing is no exception to the above: do you know the current trends and innovations that are changing the landscape of email marketing as we speak? Statista estimates that in 2017, global e-mail users amounted to 3.7 billion users. This figure is set to grow to 4.1 billion users in 2021.

If you aren’t keeping up with the trends in email marketing, you’re missing out on achieving your brand’s true potential and performance. Here are the three biggest email trends emerging in 2018 that you can leverage to drive the email marketing results you’ve been waiting for and stay ahead of the ever-changing marketing curve.


The Power of Dynamic Emails

A dynamic email consists of content that is automatically customized towards the end user’s needs and leverages their name, birthday, location, etc. for more personalized approaches. Marketing automation separates dynamic emails clearly from just list segmentation: through automation, marketers can send one message that automatically optimizes for different subscribers, essential towards achieving personalization at scale.

Now, emails are being designed to look and feel more like websites, providing an immersive experience vs. a plain email. Dynamic emails are one of the best ways to provide that as a personalized experience.


Leveraging AI For Personalization

If we’ve learned anything in 15+ years of data-driven digital marketing with our clients, it’s that high Customer Lifetime Value (CLV) means more in the long-run than the performance of a single campaign.

In fact, 50% of customers have a 20-25% premium they’re willing to pay for their favourite brand – even if the service or product is virtually the same. Trust in the long-run is everything; the question now becomes: how can you leverage your email marketing to help improve end-user trust and increase your CLV?

The Power of Mobile Storytelling

The dawn of the iPhone completely changed the way we think about communication, from search ads to web design: more than ever, content needs to be optimized with a mobile first mentality:
Adestra estimates that 61% of email opens happen on mobile, with 25.6% of all emails being read first on mobile.

According to Inbox Marketer’s CY2017 client campaign response metrics, yearly open rates across mobile phones in North America hit an average of 46% – higher than PC and Tablet opens.

If you haven’t been using mobile-responsive emails to power your marketing automation and email efforts, achieving personalization at scale and improving your ROI will be an insurmountable task.

What email challenges are you taking on in 2018?  Let us know!