Email marketing is one of the most successful forms of marketing. 59% of B2B marketers say email is their most effective channel in terms of revenue generation. And 28% of consumers would like to receive promotional emails more than once per week.

To help marketers find out how email performed in the year, Econsultancy columnist Nikki Gilliland has summarized the email marketing trends of 2017.

Gilliland says, “We’re rapidly reaching the end of 2017, so it’s a good time to look back on the past 12 months and discuss the most important email trends.

With help from some industry experts, here’s a quick reminder of what happened.

Before we crack on, don’t forget to check out these Econsultancy resources:

Smart use of data

Parry Malm, CEO, Phrasee:

This year, Virgin Holidays combined the power of Phrasee and Moveable Ink to provide real-time email with optimised engagement metrics. The end result? They won at the Masters of Marketing – and increased email revenue by a few million pounds. Not bad, not bad at all.

Another one is Domino’s. Most think of them as a pizza company – but actually, they’re a tech company who happen to make pizza. They’ve increased their click-thrus by 57% by using optimised subject lines”.

What were the biggest email trends in 2017?

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