{"id":4135,"date":"2017-01-05T00:00:00","date_gmt":"2017-01-05T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/the-biggest-email-marketing-trends-in-2017-will-be\/"},"modified":"2025-12-23T16:13:08","modified_gmt":"2025-12-23T21:13:08","slug":"the-biggest-email-marketing-trends-in-2017-will-be","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/the-biggest-email-marketing-trends-in-2017-will-be","title":{"rendered":"The Biggest Email Marketing Trends in 2017 Will Be&#8230;"},"content":{"rendered":"<p>Well, we weren\u2019t really sure. So we asked more than 1,200 email marketers, letting them choose between six promising email marketing trends in 2017:<\/p>\n<ul>\n<li>Automated emails<\/li>\n<li>Big Data personalization in emails<\/li>\n<li>Email encryption<\/li>\n<li>HTML5 <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/video-in-email\/\">video in email<\/a><\/li>\n<li>Interactive emails<\/li>\n<li>Omnichannel email experiences<\/li>\n<\/ul>\n<p>None of those trends got the majority of respondents excited, but a few saw sizable interest.<\/p>\n<figure id=\"post-16179 media-16179\" class=\"alignnone\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/top-email-marketing-trends-chart.png\" alt=\"top-email-marketing-trends-chart\" \/><\/figure>\n<p>Without a single mega trend to rally around, we thought we\u2019d explore all six of those trends. In addition to sharing our own thoughts, we\u2019ll add in the opinions of some of our <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\">Email Marketing in 2020<\/a> ebook contributors, giving you even more reasons to be excited about these email marketing trends in 2017, all of which we think will be impactful.<\/p>\n<h2>Interactive Emails<\/h2>\n<p>With more than a quarter of marketers saying, \u201c2017 will be the year of interactive emails,\u201d this was our top trend. We like <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/qa-with-rebelmail-how-to-get-buy-in-for-interactive-email\" target=\"_blank\" rel=\"noopener noreferrer\">Rebelmail\u2019s definition of email interactivity<\/a>:<\/p>\n<blockquote><p>An action taken in an email that triggers an event within the same email.<\/p><\/blockquote>\n<p>Interactive email elements can take many forms, including:<\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\/999-hamburger-in-email\" target=\"_blank\" rel=\"noopener noreferrer\">Hamburger menus<\/a> and <a rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\/1086-community-contest-creative-navigation-in-email\" target=\"_blank\" rel=\"noopener noreferrer\">other navigation<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/is-this-the-future-of-email-design\" target=\"_blank\" rel=\"noopener noreferrer\">Carousels<\/a>, image galleries, and <a rel=\"noopener\" href=\"https:\/\/litmus.com\/community\/discussions\/734-before-and-after-slider-in-email\" target=\"_blank\" rel=\"noopener noreferrer\">sliders<\/a><\/li>\n<li>Hot spots (product tour)<\/li>\n<li>Offer reveals<\/li>\n<li>Quizzes<\/li>\n<li>Reviews<\/li>\n<li>Search bars<\/li>\n<li>Add-to-cart functionality<\/li>\n<\/ul>\n<p>Email interactivity brings some of the interactions that would normally take place on the landing page and pulls them into the email. By allowing more to happen inside an email, it reduces barriers to engagement and makes clickers have even higher intent.<\/p>\n<figure id=\"post-16157 media-16157\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/mark_robbins-email_marketing_in_2020.png\" alt=\"Mark Robbins' prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/q371N\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<p>The two biggest issues that hold back adoption are:<\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li><strong>Technical challenges around implementation.<\/strong> Interactivity isn\u2019t supported by all email clients, but more than two-thirds of the average email sender\u2019s subscribers will be able to experience interactive emails. Fallbacks will need to be used to properly serve those subscribers using less sophisticated email clients.This isn\u2019t new for email marketers, who are used to fallbacks\u2014fallbacks for when <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-guide-to-animated-gifs-in-email\/\">animated GIFs<\/a> are blocked; fallbacks for when images are blocked; fallbacks for when responsive design isn\u2019t supported; and on and on. Implementing fallbacks is a core principle of email marketing. But big variations in subscriber experiences definitely make some brands nervous. It shouldn\u2019t.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/checklist-icon.png\" alt=\"\" \/><\/td>\n<td class=\"block-2\">\n<h2>Preview your emails in 60+ email clients<\/h2>\n<p>Preview your emails with Litmus to ensure that your messages look great in every inbox your subscribers use.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/pricing\" target=\"_blank\" rel=\"noopener noreferrer\">BOOK A DEMO \u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<ol>\n<li><strong>Tracking and attribution changes.<\/strong> Since interactivity pulls action from the landing page into the email, click rates become a little less important and in-email engagement becomes more important. And you need to measure that in-email engagement using new metrics like email interactions, which are special opens that are triggered by engaging with interactive email elements. This change in email success measurement can be the trickiest issue when trying to get buy-in from executives to do <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/interactive-emails-top-trend-anyone-using\/\">interactive emails<\/a>.<\/li>\n<\/ol>\n<p>But no matter how uncomfortable these changes make email marketers, this change is coming all the same because it improves the subscriber experience.<\/p>\n<h2>Big Data Personalization in Emails<\/h2>\n<p>The \u201cright content\u201d portion of the \u201cright content to the right person at the right time\u201d equation for email marketing in many cases equals personalization. Translating the Big Data trend into actionable signals for email marketers starts with breaking down silos and integrating data across channels, which many large brands have been focused on in recent years.<\/p>\n<figure id=\"post-16159 media-16159\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/cara_olson-email_marketing_in_2020.png\" alt=\"Cara Olson's prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/q692_\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<p>Once all the data is pooled and the dots are connected\u2014which is no small technological or political feat\u2014brands can build the most detailed views of individual customers that they\u2019ve had to date, using a wide range of reinforcing data points to inform messaging.<\/p>\n<figure id=\"post-16160 media-16160\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/eric_stahl-email_marketing_in_2020.png\" alt=\"Eric Stahl's prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/7AWOY\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<p>Marketers have largely embraced the inevitability of personalization driving most of the content in emails. However, the process of enabling Big Data personalization is so complex and involved that it\u2019s never likely to be a huge trend in any particular year. Instead, it\u2019s probably truer to say that we\u2019re in the half-decade of Big Data personalization.<\/p>\n<h2>HTML5 Video in Email<\/h2>\n<p>In January 2013, I made what seemed like a not very radical prediction at the time: <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.mediapost.com\/publications\/article\/190199\/six-email-marketing-predictions-for-2013.html\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cVideo in email will finally take off.\u201d<\/a> Then Apple dropped support for HTML5 video in all of its email clients, slamming the brakes on this promising trend.<\/p>\n<p>Now, with <a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/9-things-you-need-to-know-about-email-in-ios-10\" target=\"_blank\" rel=\"noopener noreferrer\">the launch of iOS 10<\/a>, HTML5 video support is back! As of November, more than 53% of emails were opened in Apple email apps, which is more than enough to justify trying it. Just be sure to build in a fallback for subscribers using email clients that don\u2019t support HTML5 video.<\/p>\n<p>While the marketers we polled were more excited about interactive emails, it\u2019s hard for us here at Litmus to not see HTML5 video as a form of interactivity. Moreover, video in email is straightforward and easy for subscribers to understand\u2014and for that reason is likely to be a catalyst in making both marketers and email users more receptive to other forms of interactivity.<\/p>\n<figure id=\"post-16161 media-16161\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/tom_klein-email_marketing_in_2020.png\" alt=\"Tom Klein's prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/f4kf4\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<h2>Automated Emails<\/h2>\n<p>Even if this isn\u2019t the year of automated emails, marketers clearly know the importance of this trend. Triggered emails, like welcome emails and cart abandonment emails, already generate the majority of email marketing revenue at some brands, even though triggered email volume typically comprises about 5% of overall email volume.<\/p>\n<p>The outsized productivity of such a small percentage of email volume presents huge opportunities for brands to better engage subscribers. It also <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/marketingland.com\/4-reasons-broadcast-emails-may-quietly-breaking-email-program-144292\" target=\"_blank\" rel=\"noopener noreferrer\">calls into question all the time and resources that are currently spent on broadcast emails<\/a>, the volume of which continues to climb every year.<\/p>\n<figure id=\"post-16162 media-16162\" class=\"aligncenter\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/d31v04zdn5vmni.cloudfront.net\/blog\/wp-content\/uploads\/2017\/01\/broadcast-vs-triggered-emails.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/broadcast-vs-triggered-emails.png\" alt=\"Broadcast vs. Triggered Emails\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/OqZ_2\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this chart \u2192]<\/a><\/p>\n<h2>Omnichannel Email Experiences<\/h2>\n<p>Consumers expect brands to recognize them across channels and to treat them consistently. Brands are racing to catch up to consumer expectations.<\/p>\n<figure id=\"post-16164 media-16164\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/dave_chaffey-email_marketing_in_2020.png\" alt=\"Dave Chaffey's prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/K9j5L\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<p>Piecing all of a consumer\u2019s interactions together to create a single view of the customer is the holy grail\u2026and is difficult. Equally difficult is then acting on that single view. Being able to nimbly send the right messages to each consumer via the individually appropriate channel will require major integration. It will also require a lot of machine intelligence.<\/p>\n<figure id=\"post-16165 media-16165\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/tim_watson-email_marketing_in_2020.png\" alt=\"Tim Watson's prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/S5Yh8\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<h2>Email Encryption<\/h2>\n<p>2016 was a great year for email marketing, but it was a horrible year for email. <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.nytimes.com\/2016\/11\/07\/us\/politics\/hilary-clinton-male-voters-donald-trump.html\" target=\"_blank\" rel=\"noopener noreferrer\">Hillary Clinton\u2019s emails and her use of a private email server were a major campaign issue.<\/a> <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.forbes.com\/sites\/leemathews\/2016\/12\/16\/what-to-do-if-you-think-your-yahoo-account-was-hacked\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yahoo revealed that 1 billion user accounts were hacked in 2013 and another 500 million in 2014.<\/a> <a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.nytimes.com\/2016\/12\/13\/us\/politics\/russia-hack-election-dnc.html\" target=\"_blank\" rel=\"noopener noreferrer\">And then the Russians hacked the Democratic National Committee\u2019s emails.<\/a><\/p>\n<p>While encryption wouldn\u2019t have prevented the hacks at Yahoo or the DNC, email security is top of mind for many right now. With emails becoming more personalized and powered by data from many channels and Internet of Things devices, the call for greater security to ensure privacy will only grow.<\/p>\n<figure id=\"post-16166 media-16166\" class=\"aligncenter\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/email-marketing-in-2020-20-experts-share-their-vision-of-emails-future-ebook\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/len_shneyder-email_marketing_in_2020.png\" alt=\"Len Shneyder's prediction\" \/><\/a><\/figure>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ctt.ec\/6PE82\" target=\"_blank\" rel=\"noopener noreferrer\">[Tweet this quote \u2192]<\/a><\/p>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/mail\/answer\/7039474\" target=\"_blank\" rel=\"noopener noreferrer\">Gmail already highlights which emails are encrypted<\/a>, using a little lock icon to flag which were sent using transport layer security (TLS). If another major inbox provider follows Gmail\u2019s lead, then encryption will gain serious momentum toward becoming a best practice.<\/p>\n<p>While it\u2019s unclear which trend or trends will dominate the year, it\u2019s guaranteed that 2017 will be the year of email marketing change. It always is.<\/p>\n<h2>What will email marketing look like in 2020?<\/h2>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/email-2020-cover.png\" \/><\/td>\n<td class=\"block-2\">\n<h2>Email Marketing in 2020<\/h2>\n<p>Prepare for the future of email marketing with the insights of 20 leading experts, plus survey results from thousands of marketers and consumers.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/lp\/email-marketing-in-2020\" target=\"_blank\" rel=\"noopener noreferrer\">Download Now<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We asked more than 1,200 email marketers (plus a few experts!) what their predictions were for the biggest email marketing trends of 2017.<\/p>\n","protected":false},"author":3,"featured_media":4136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[1170,206,1173,1174,381],"blog_category":[57],"class_list":["post-4135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-data","tag-dynamic-content","tag-email-marketing-trends","tag-encryption","tag-personalization","blog_category-observations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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