This time of year is often marked by all sorts of predictions and resolutions marketers should pay attention to in the coming year.
With the continued importance email plays in any marketing strategy, we’re looking at where email will go next and what tactics will make email even more effective since, clearly, it shows no sign of dying any time soon.
So what will we see in 2018?
Back in June, we took a look at some email stats and posited that focusing on mobile friendly emails as well as sending targeted emails with careful consideration of email types were safe bets based on the stats seen.
As we get closer to 2018, Huffpost predicts list segmentation will remain one of the best strategies for effective campaigns as will mobile-first emails.
But new on the horizon are interactive emails and AI-powered email marketing.
Interactive emails will require designers and developers to do a lot of testing. The features are not necessarily fully supported by all email clients and inclusion could negatively affect user experience. We’ll be keeping our eye on this.AI-powered email marketing refers to the features in an email marketing system that can suggest subject lines or images and ways to segment lists. While it sounds interesting and may help marketers make decisions, we’re concerned that, despite the advancements in machine learning, autogenerated suggestions for email marketing may fair no better than some of the current blog idea generators.