8 Email Marketing Trends for 2017
Recently, three of ExpertSender’s email experts, Krzysztof Jarecki, Aleksander Heba and yours truly, Adam Ambrożewicz took the time to talk about some of the trends that might shape email marketing in 2017. We percolated some coffee and filtered out some of the things that we felt were less likely to give your email program the kick it needs next year.
Our Trendbook is a result of our conversations and I’m sure it’ll give you some ideas on what you might be able to do to have your emails perform even better. Your morning bica (Portuguese coffee) is on me (I’m fresh back from a surf trip to Portugal).
The 8 trends we expect to emerge are as follows – we’ll have more context-driven communication, chatbots will complement emails, eye-tracking will be used to test email creatives, emails will have more of a conversational tone, predictive lead scoring will be more widely adopted, email content will get even shorter, machines will match subscribers with content and cross-channel data will be leveraged even further.
As a man of words, the trend that touches me the most is that of email content getting shorter. I won’t hide the fact that I am fond of words, but we have a worldwide trend of less and less reading taking place and the fact is that we need to do a whole lot more with less. We’re going to see short, attention grabbing subject lines with email content that has a clear and compelling call to action and this will become even more important as it’s going to be an even greater challenge to stay relevant.
Mobiles are now the most common device for viewing emails and we have just 27-41 characters that will be displayed on the most common mobile devices (Android and iPhone in portrait view). You’ll need to look at which devices and clients your customers are using and how your subject lines performed in the past and make those first few characters count.
According to Boomerang in 2016, the sweet spot for email length was between 50-125 words (that’s one short paragraph) which generated response rates of above 50%. Short (very short) subject lines of between 3-4 words also proved to elicit the greatest response rate of 48%. Sorry Mr. Byron, we love your epic works, but the time is no longer nigh.