Email marketing has emerged as a driving force behind the scope of marketing initiatives for many businesses, with an estimated 3,800 percent return on investment (ROI) and $38 for every $1 spent (DMA).
This platform isn’t going away, so what’s trending in the upcoming year? Read on for the three S’s of what’s trending in email marketing for 2017.
There’s a worldwide trend of less and less reading taking place coupled with the fact that our attention span is shorter than that of a goldfish.
According to Boomerang in 2016, the sweet spot for email length was between 50-125 words which generated response rates of above 50 percent. Short (very short) subject lines of between three or four words also proved to elicit the greatest response rate of 48 percent. Just 27-41 characters of a subject line are displayed on the most common mobile devices.
Short, attention-grabbing subject lines and email content that has a clear, compelling call-to-action will become even more important.
Personifying your brand is essential to stay ahead in digital marketing for 2017. Your brand has an important story to tell, and people want to invest time and money into a brand that they connect with and trust.
Some brands are approaching this by testing a “less is more” approach, and sending some text-only email campaigns from a specific person within the company. This humanizes the brand, is a great way to share a story, and makes people feel like they are having a true conversation.
Storytelling gives brands a way to share why you built this brand for your consumer.
Reading emails on smartphones remains the No. 1 activity, and over half of emails are read on mobile devices.
Therefore, responsive and mobile-first email designs are crucial to readability and supporting conversion rates. This has guided much of modern email design to have big, bold hero banners with engaging, interactive content and a clear call-to-action.
Crafting and designing email marketing campaigns with mobile in mind is critical for marketing to your on-the-go consumer.
By keeping email messaging short, strong, and ready for smartphones, you’ll be on your way to success with email marketing in 2017.