In the ever-changing world of technology, it can seem impossible to keep up with the latest and greatest trends in the digital landscape. However, as a business owner, it’s vital to keep up with them…or risk losing customers. Below we’ve outlined some of the most widely predicted email marketing trends of 2017.

Interactive Emails

Interactive emails allow the customer to engage with your company before even making it to your landing page. Rather than including a link to enter a sweepstakes in an email, try embedding the actual sweepstakes form directly in the email! Some  more examples of interactive emails include: quizzes, offer reveals, image galleries or customer reviews.

(Very) Personalized Emails

Over the past few years, marketers have begun to personalize emails a bit by addressing consumers by their first names. In 2017, first names won’t be enough. Emails are on track to become hyper-personalized thanks to new algorithms. Extensive user data (demographic and behavioral, among others) are readily available to marketers, giving them the ability to build buyer personas. Once a buyer persona is constructed, it’s possible to send  automated 1 to 1 emails to your customers.

Emails Optimized for Mobile

According to Litmus, more than half of all email users prefer to read emails on their phone rather than on their computers. These users also tend to immediately delete emails that don’t display properly on their mobile devices. Any included links should be clickable. It’s also important to keep the content of the email in mind, bringing us to the next trend on our list…

Shorter Email Copy

The average office worker gets over 100 emails per day. Pair that with shorter-than-ever attention spans and you see the importance of saying more with less in your company emails. Concise email content and dynamic subject lines with an obvious call to action are vital this year.

Automated Emails

While not exactly a new trend, automated emails (like cart abandonment and welcome emails) aren’t going anywhere.

User-Generated Content

According to a study by Nielsen, “84% of consumers trust recommendations from their peers compared to 15%  who trust brand recommendations.” Showing that your current customers actually use and enjoy your products (through photos and videos or customer reviews) will be much more effective than trying to sell a potential customer on why they should choose your product.