Created: 27 August 2017 | Updated: | Author: Cristina Brata

Email campaign trends 2017

Email campaign is a mainstay in the marketing toolbox, but marketers need to continuously evolve their email tactics to cater to a changing audience. Here you will find valuable information to consider when you are creating your email content:

Optimized emails for mobile

Mobile phones are now the most common devices to access emails. According to 2016 research, the sweet spot for email length was between 50-125 words for optimal effect. With less space and minimal attention spans, expect email content to get shorter.

Emails opened on mobile have a 47 percent better opening rate than emails opened on desktops. Design responsively to ensure that your email looks great no matter where it’s read. Here are some quick mobile design tips:

  • Convert your email to a one column template for an easy mobile fix.
  • Bump up the font size for improved readability on smart phones.
  • Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.
  • Make the call-to-action obvious and easy to tap. Above the fold is preferable.
  • Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.

Personalize your email without using the recipient’s name

No more “Dear [INSERT NAME HERE]”. Given the high level of cyber security concerns about phishing, identity theft and credit card fraud, many consumers would be wary of emails, particularly those with personal greetings.

Connect with your contacts by taking a look at your data, to find true segments and personalize your messages based on the needs of each segment.

Emails and digital content that adapt to a user’s age will take relevance and user experience to another level.


Product personalization emails campaign

Product personalization, in which customers are directed to products that their past purchasing patterns suggest they will like, triggered positive responses in 98 percent of customers.


How long to be the subject lines

When it comes to deciding how to craft that perfect subject line, there appears to be really only one area to avoid: the subject line of 60 to 70 characters. Marketers refer to this as the “dead zone” of subject length. According to research by Adestra, which tracked over 900 million emails for its report, there is no increase in either open rate or click-throughs at this 60-to-70 character length of subject line.

Conversely, subject lines 70 characters and up tested to be most beneficial to engage readers in clicking through to the content, and subject lines 49 characters and below tested well with open rate.
In fact, Adestra found that subject lines fewer than 10 characters long had an open rate of 58%.
Short subjects came in vogue with the success of President Barack Obama’s email fundraising. He saw incredible engagement with subjects like “Hey” and “Wow.”

So the question becomes: Do you want to boost clicks (response) or opens (awareness)? Go long for click-throughs; keep it short for opens.
Either way, a helpful email strategy is to squeeze out more words or cut back just a bit to avoid that 60 to 70 character dead zone.


Email will have a more conversational tone

Keep it real, be honest, write like you talk, ask questions that encourage your customers to respond. A casual conversational tone will help your customers better relate to you and by extension to your brand, thus, creating a personal connection.

Use Emoji to encourage emotional impulses.

More synergy and dialog between the email designers and the email applications. Changes to Outlook and Gmail lead to a better inbox.


The best content: Give something away

These days freebie are in vogue. Studies show that emails which contains freebies have the highest rates for opens and clicks.


Real life images

Less use of stock images. ‘Real’, ‘in the moment’, ‘slice of life’ type images are going to appear on email and websites.


Persuasion techniques

Try and give people a way out – it’ll make people want to say yes more. If you’re asking someone for a favor, possibly your best bet is to give them a way out. Making it clear that you’re aware of how busy your recipient is and ensuring that they have the option to choose whether or not to help you will go a long way to getting the response you want.
The specific wording doesn’t matter, so long as you reaffirm the person’s right to make their own choice.


Include one line of context

This is particularly important if the recipient isn’t expecting this email. This is as relevant for first-time emails (“This is where we met”) as it is for emails to someone you work with regularly (“This email is about the next phase of that project we’re working on together”).

Depending on how well you know someone, you might also want to give them some information to remember who you are. Use a clear and obvious identity that shows authenticity in your email signature. This could include your name, title and company and a link in case they need more information to remember how they know you.

If you want something, make it clear. Being upfront about why you are sending an email will establish trust, which is the foundation for all positive relationships.


Include clear call to action

To effectively reach potential customers, your email should be specific, relevant, attractive and empowering.
Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up or get a quote make clear what the next steps are.

Have a look at the page that you're linking to from your email (the landing page) and make sure that the promotions or products in your email are included there. People might leave your website if they don’t find what they expect.