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Email marketing: top trends for 2018

Posted: 4 Jan 2018

There's no denying that it's been a bumper couple of years for email marketing. In Litmus' 2016 State of Email report, cited by Marketing Land, 72% of consumers placed email as their top choice of brand communication method, quashing previous predictions that more modern, digital channels would cause it to fall out of favour.

As we enter 2018, what trends are likely to permeate the email marketing landscape over the next 12 months? Columnist Kyle Henderick offers his forecasts for the future – here are four of his most salient points:

Editorial content becomes a necessity

Nowadays, both B2C and B2B consumers crave content that moves beyond product information, offers and promotions. They want to be entertained and informed with gift-guides, how-tos, recipes and tips and tricks – this is the type of content that will stop consumers opting-out or unsubscribing to your emails.

Emails become more human through AI and automation

Paradoxical as it sounds, AI and automation will help to make emails 'more human' over the next year. Through the harnessing of data, AI will offer more personalised user experiences, enabling marketers to assess their audience and form targeted content using language and emotion. Ultimately, this will help brands form deeper connections with consumers.

Kinetic email will change the email experience

Kinetic email will continue to gain traction in 2018, transforming emails so they look and feel more like a website. From hover buttons to add-to-order carts, image carousels and hotspots, these features will prove to be a persuasive tactic for encouraging brand engagement.

Passive opt-outs will remain a challenge

Exposed to a plethora of branded emails on a daily basis, consumers can become easily disengaged. To limit opt-outs, campaigns must capture the attention of consumers from the offset; emails must be highly targeted, containing offers and content that fall in-line with the readers' desired opt-in path.

If you're an email marketing whizz looking for a fresh challenge in 2018, then please register or talk to us today.

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