3 Reasons To Be Excited For
Email Marketing In 2017
Written by Franco Varriano.
1. Overview
2016 was another big year for email marketing as more businesses realized and began to utilize its power, especially in ecommerce.
Email marketing continues to drive a disproportionately large amount of sales and gives you direct access to your audience. This trend is set to continue in 2017 and we have 3 reasons for you to be excited for email marketing this year.
2. Smart Email Is Here
More businesses are choosing to have integrated models that are employing machine learning-based algorithms to recommend products automatically. Customers are expecting a tailored experience everywhere, including in their inbox. ESPs are now adding predictive capabilities to their solutions to help businesses stand out in the inbox and help drive better conversions. Last year, we wrote about the future of email marketing and described “email intelligence” as the ability to leverage a vast set of data to understand a user to the point where we can craft a highly relevant message at the right time that delights and engages them. Data science is making email marketing smarter by powering better automation and personalization.At Rare.io, we noticed an increase number of predictive emails sent as they perform on average 10 times better than regular bulk emails. As consumers are expecting personalized experience everywhere, brands are going to leverage the power of predictive emails to accomplish the feat in the inbox.
3. Mobile Commerce
With Apple Pay and other mobile payment apps gaining traction, consumers are now becoming used to handling mobile purchases with confidence.
Last year, Apple Pay integrated with major ecommerce hosting platforms like Shopify and BigCommerce, which enables consumers to buy directly from their mobile phone by simply placing their thumbs on the home button. In addition, Amazon’s 1-click checkout patent expires this year, just in time for the mobile commerce revolution. With nicely designed messages crafted for both mobile and desktop experiences, businesses should expect a rise in mobile conversions in 2017.
4. Improved Email Deliverability
Email deliverability is influenced by a variety of factors; digitally signing your mail, keeping clean lists, sending wanted content, having a good sending reputation, and much more. A business’ domain reputation is based on the sending domain as well as the IP addresses that belong to it, to a certain extent.
The progressive shift from IPv4 networks to IPv6 has impacted the way ISPs filter mail. With these changes, businesses with a bad domain reputation will now have a harder time reaching your inbox. This trend will force brands to clean up their lists and incorporate proper list hygiene practices in their email marketing strategy. This would include updating the lists and making sure subscribers agree to receive emails. With cleaner email marketing practices, everybody wins.
If anyone tries to tell you that email marketing is dead in 2017, they’re wrong. If anything, email marketing is still alive and doing better than ever.
5. Conclusion
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now.
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.
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