2017 is right around the corner. Why not get a head start by putting some of the top 2017 email trends into practice now? For this post, we’ve honed in on three trends that can help make a big impact on your bottom line.
Automation
Automation makes your emails more relevant because it lets you deliver emails to your subscribers at the most influential times based on behavioral triggers. By collecting valuable customer behavioral data and applying that to your emails, you get better segmentation and better personalization. In 2017, we expect to see new behavioral triggers that will help us deliver highly targeted messaging. Plan to create emails that have been optimized for each individual based on their actions and interactions with websites and emails.
Integration
In 2017, integration needs to occur across three levels: integrating sales and content, integrating data and content, and integrating content across channels. Salespeople need to be integrated into your email marketing. At the same time, we need to have data alignment too. Then you can track actions the customer takes across devices. Lastly, email needs to be integrated with other campaigns across channels in order to better support those campaigns.
Mobile
Mobile isn’t static. The extent to which people use mobile devices continues to grow, and new mobile devices are released on a regular basis. It’s more important than ever to produce and distribute email content that fits the format, the channel, the time and the place that current and target customers access that content. We’re still getting emails in our inboxes that aren’t mobile optimized. We know it seems impossible, but it’s true. So, first things first, make sure your emails are responsive. After that, make sure to find out the other mobile devices your customers are using. Then optimize your emails for those devices, whether they’re wearables or tablets or new smartphones.
It’s never too soon to work on your email strategy. In reality, you’re never really done with it. The best email strategies change with our subscribers and with technology. If you need to focus your resources on a few areas of improvement, pick these three top trends to get the biggest bang for your buck.
Get in touch with Filament today to find out how we can help you create relevant and compelling emails for your target audience.
