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How Do We Interact with Email in 2017?

Visualization of email marketing trends in 2017

Marketers need more and more data about customers to nurture the relationship with them. At the same time, people are bored with promotional emails, and only something extraordinary convinces them to give more personal data. It’s crystal clear that marketers should make the most of the information they have at their disposal.

How people interact with email is pivotal for marketers. There is never enough information about subscribers and their needs. Much more, people change their habits relatively quickly. Imagine how you would react if you opened an email looking similar to one from 2012. You would probably instantly delete it because the email isn’t optimized for mobile devices.

An email campaign should be adapted to the habits and needs of the email recipients. Each industry has particular traits, but there are a few facts that work for all email recipients. Below I have showcased six tips about how people interact with your email in 2017. Keep them in mind when sending emails to your subscribers.

1. Responsiveness Is a Must

When you were in line or walking in the park, you might have noticed a lot of people using smartphones. Amongst other things, people periodically check their inboxes. You don’t have to be a marketer to realize the role of mobile devices. Studies also confirm this fact—more and more people check their emails using mobile devices. According to Return Path’s research, 55% of emails are opened on a smartphone or tablet.

Crafting a responsive email is complicated and requires many resources. But don’t be disappointed because I have a big surprise for you — 900 free email templates! All of them are responsive and look great regardless the screen size.

2. Make It Easy to Scan

Visualization of scanning text
People don’t have time to read all their emails, and many are deleted without being opened. On average, people read only 61% of the emails they open. Take into account that we have an attention span of around eight seconds.

In this context, your email won’t be read if it’s hard to read. The viewers will judge its value in just a few seconds. Strive for simplicity if you want your emails to be read. Designing an easy-to-scan email layout is part science and part art, but take these tips into account:

  • The “less is more” principle is golden when writing email copy. Keep it minimal and avoid being salesy.
  • The call-to-action button should be attractive, big, and bold. In this way, the email recipients know that by hitting that button, they will be directed to a webpage they are interested in.
  • An image is worth a thousand words. Additionally, an image breaks the text and makes the entire email more digestible.
  • Fonts and colors should emphasize your message. Use readable fonts and use their size to create a hierarchy. Use a color combination that is in line with the email copy. A good match between these elements helps the viewer to understand your message faster and easier.

3. Interactivity Delights Subscribers

Sometimes, simplicity isn’t a solution. It’s unfeasible to feature the discounts of a huge online store using a minimalist newsletter. An alternative solution is the use of interactive items within an email. The aim of interactive items is to captivate the viewers and entice them to read the message.

According to a Content Marketing Institute’s survey, 81% of respondents believe that interactive content grabs attention more effectively than static content.

Currently, it’s challenging to implement interactive content within an email, but there are a few possibilities. For instance, you can add a counter to a newsletter to inform people how long your discount is available for. Also, consider using .gif images—these bring a sparkle of dynamism that differentiates your newsletter from those of your competitors.

4. iOS Devices Dominate Mobile Email Opens

Visualization of mobile email

In 2017 so far, 80% of all mobile email opens were on iOS devices. It’s a tremendous market share that re-enforces that idea that you should pay special attention to any version of iOS. Test how your email looks on iPhone and iPad before sending a campaign.

5. Gmail Dominates Webmail Email Opens

Visualization of gmail on laptop

In the last five years, Gmail has grown from 6% market share to 59%. On top of that, Google announced last year that Gmail has started to support media queries. Marketers and designers no longer need to use hacks for proper email rendering. Gmail has powerful competitors, but there is no sign that its supremacy is in danger.

6. People Hate Fake Friendship

In 2017, clients have been intolerant of fake relationships. We developed a unique sense by feeling fake commitment from brands. Everyone agrees that marketers should nurture their relationship with subscribers before sending a sales email. Being natural is much more appreciated than being perfect.

Paradoxically, automation helps marketers develop a real partnership with subscribers. An automation software solution lets you send emails triggered by the user. It gives you options to personalize and segment subscribers. As a result, your emails are adapted to each user needs.

For instance, someone who enjoyed your webinar might be interested in your product. Send them an email thanking for their participation. Don’t forget to mention his/her first name and offer a discount. Most likely, you will make some sales. Certainly, sending the same email to all your subscribers won’t have the same results.

Anyone can send an email, but sending an effective email is a whole different matter. A key factor for a successful campaign is understanding the people who receive your email. The first step: their interaction is with email. This post is a good start to help you deliver value within your emails. Share it with your friends, and let’s discuss how you engage with the emails in your inbox.

Image of Roland PokornyikAuthor bio: Roland Pokornyik is the CEO & Co-founder of Chamaileon.io — email content management platform for teams and EDMdesigner.com — responsive email editor API.

How Do We Interact with Email in 2017?
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