9 Email Marketing Trends in 2016

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9 Email Marketing Trends in 2016

The year 2016 inexorably is coming to the end. The end of the year is always a good opportunity to sum up or analyse our actions in this year, to plan more effectives activities in the coming time.

For that reason here you can find 9 key trends in email marketing for 2016 that you need to remember when you are planning your marketing mix in 2017:


Trend 1: Targeting

In 2016 every reasonable email marketer should abandon the approach "spray and pray". Taking irregular and random actions without clearly outlined strategy has no place in good marketing. In case of email marketing that means a skillful use of tools for segmenting customer databases in order to further improve the targeting of communication.


Particularly noteworthy is the use of behavioral data from previous campaigns.

You should also take advantage of possibilities offered by email marketing systems that track customer´s activity on the website by using Google Analytics platform or dedicated tracking codes. In 2016, the marketer had to automatically respond to customer activity on the website.


Trend 2: Personalization

Personalization is the base of effective email marketing communications. However today personalization does not mean only to put of the recipient's name in the subject line or message body. It is also a skillful use of all customer information to send the most relevant content.

It is good to use a dynamic content, which allows you to automatically create e-mail text based on behavioral and transaction data of customers.



Trend 3: Automation

These trends mentioned above would not be able to develop if the marketers would not have tried to use the campaign automation. Today, nobody is surprised by the fact that the system of email marketing itself can drag the content of the newsletter and then send it to the intended recipients within the prescribed time. More popular is also the ability to send messages as a result of a concrete users action on a website.


Trend 4 - Lead Nurturing

To engage consumers, marketers should stop looking at their sells, they rather should pay more attention to the education of their users. Given the changes in Google algorithms and the fact that now content marketing activities are the basis for effective brand presence in the network, it has become natural to use this content in email marketing.

Lead Nurting

2016 is the year of creating a specific interactive sales funnel designed to conduct users from being subscribers to being customers.


Trend 5 - Interactive e-mail creations

Today, no one is surprised by beautiful e-mail creations that land into our mailboxes. In 2016, besides personalization and dynamic content, marketers used more interactive content to rivet user´s attention.

It is a well known fact that the simple use of the word "video" in the subject line increases the rate of openings. Even more effective is an interesting gif or video with sound in content of e-mail. 2016 was just the beginning of the road in this field and surly we can observe its development in next year.



Trend 6 - Deliverability

In 2015 there was many changes in terms of the functioning of the anti-spam filters. It's not just about the use of technology SPF, DKIM and DMARC by suppliers of systems for e-mail marketing, but about the impact of engagement of users on the reputation of email senders. On this year, the key for deliverability is a skilful dialogue with the receiver, who actively responds to our messages. Not how much we have addresses on the list is important, but how many users that we have regularly open e-mails from us.

Nevertheless if you have used wisely a personalization, targeting and other strategies described above, deliverability should not have been a big challenge. However, for those who have not, putting mail into inbox could be almost impossible.


Trend 7 - Combining social media with email marketing

In 2016, on the one hand marketers have used more and more Facebook and Twitter to drive lead generation activities.

On the other hand, marketers have started to combine remarketing activities in channels of social media with customers´ activity in relation to email marketing.


Trend 8 - Mobile

Today, more than 50% of marketing messages are opened on mobile devices and this number will definitely grow in 2017. You should always remember it and send mobile devices friendly and responsive newsletters.



Trend 9 - Data Analysis

2016 is the year when we have used increasingly the potential that results from the integration of systems for e-mail marketing with other tools to analysing data more skilfully.


These are major trends in email marketing for 2016, which will help you to analyze your present activity and to plan your further campaigns as experts in the sector and have even greater success in email marketing.