3 Trends Driving The Future Of Email Marketing

3 Trends Driving the Future of Email Marketing

What’s driving the future of email? Who are the big players? What are the top strategies and technologies driving the market? These are questions everyone seems to be asking, but answers on future trends are never easy to come by.

The best way to determine the future is to look at what’s happening now, and look at where the momentum is headed. Here are three trends we spotted that will likely define the future of email marketing:

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Mobile Email Engagement Is On The Rise

Mobile Email Engagement Is On The Rise

Email marketers making plans for upcoming campaigns should take a closer look at mobile.

In analyzing open and click rates from our enterprise customers between Q1 2015 and Q4 2016, we’re seeing signs that consumers are becoming more comfortable opening email marketing messages and engaging with offers from their smartphones. Over the past two years, the percentage of email opens on desktops have declined, while the percentage of overall opens happening on smartphones has gone up about 7%. Smartphone click rates, which were a fraction of overall clicks at the beginning of 2015, are also significantly higher. More clicks are now happening on smartphones (47.5%) than desktops (41.7%).

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