Email’s been around since the early 70s. In fact, it’s one of the oldest forms of digital marketing around today. Despite popular belief, email isn’t dead. It boasts the highest return on investment of all digital channels.
Here’s our top five predictions for 2017.
1. **E-commerce emails will get really, really clever.**
56% of people now open all their emails on their mobile devices. We predict email platforms will let you buy from ecommerce shops, without leaving the app. Similar to what we’ve seen from apps like Instagram and Twitter.
1. **Personalisation is king. (A slightly creepy king.)**
It’s no secret that we live in a world of big data. We can’t even buy a cup of coffee without having to sign our life and firstborn away to a corporation. But 2017 is the year big data’s going to start targeting you in more personal and …creepy ways. Expect to see some of your more personal and private bits of information emailed back to you, enticing you into another cup of coffee. Or should we say, a double-ristretto-espresso flat-white with vanilla syrup and extra cream to go?
1. **A/B testing as default.**
We’re constantly trying to figure out what works best. In 2017, we’ll see much more split testing to find out the most effective version of even the smallest design elements. Almost every email will be split tested and the results rolled into the next send.
1. **Animation, animation, animation.**
Despite Outlook refusing to implement gifs, and almost all email service providers not supporting Javascript or embedded CSS, we expect to see a flurry of interactive and animated blocks in emails. From moving backgrounds and characters to scratchcard effects, this increased interaction in emails could see higher click-through rates and greater returns on investment.
1. **Double opt-in as standard**
With security being at the forefront of everybody’s minds, and government legislation making sure email service providers keep your data secure and private, don’t be surprised to see more double opt-in emails popping into your inbox when you subscribe. (You know the emails when the sender asks you to confirm you signed up to their services? Those.) We expect marketers will use double opt-in as a promotion platform, offering exclusive deals or discounts as an incentive to sign up.
So, those are our predictions for 2017. If you want to have a go at email marketing in the new year, please email (link: mailto:have@superdream.co.uk text: have@superdream.co.uk).