Recently, we shared 5 trends from 2017, that emerged among our work with marketers as the most notable email elements of the year. Those themes were largely a result of the evolving consumer preferences and our “on demand” digital lifestyle. How many, if any, of these trends will continue into 2018? From our vantage point in working with hundreds of brands across the email industry, these are the four trends we anticipate to be big drivers of email in the new year:
- Gmail deliverability. Gmail has long been the trendsetter among mailbox providers, and we expect that to continue into 2018. 2017 was all about subscriber engagement, and we anticipate that’s one trend that will be here for a while. When Gmail introduces new concepts, the industry generally follows, so continue to keep an eye on Gmail deliverability for any additional changes that may come along.
- Mailable microsites. The idea of mailable microsites or interactive emails is just starting to make its way into mainstream retail. Rebelmail defines interactive emails as “an action taken in an email that triggers an event within the same email.” Some forms of interactive emails include: add-to-cart functionality, offer reveals, quizzes, reviews and more.
- Animated GIFs and Split Depth GIFs. Engagement is the name of the game and what better way to catch someone’s attention than to add a little something to your emails that is interactive. You only have a limited amount of time to keep a subscriber’s attention, so use that time wisely. The original GIF (graphics interchange format) was developed in 1987. Take that up a notch, and some marketers are starting to experiment with split-depth GIF’s which are the 3D version of the original. When using either version of these, always make sure to keep file size to a minimum.
- GDPR. GDPR stands for General Data Protection Regulation- and it will be enforced in the EU in May of 2018. What does this mean for you? A summary of key changes can be explained further here but can be summarized as Increased Territorial Scope, Penalties, Consent, Breach Notification, Right to Access, Right to be Forgotten, Data Portability, Privacy by Design, and Data Protection Officers. Learn more by joining the UK DMA as they host a webinar on the topic January 29th, 2018. The eec will also be hosting a GDPR webinar at the end of February and including a GDPR and global compliance workshop at its Email Evolution Conference: April 4-6, 2018 in New Orleans.
Find these insights helpful? Join the eec community or participate in a Meetup in your area to continue the conversation with your peers in the industry. You can also reach out to eec staff for more opportunities to get involved.
Bonnie Malone, Sr Director of Consulting & Knowledge at Return Path
Jennifer Hoth, Sr Relationship Marketing Strategist at DEG