Email marketing keeps evolving and it will continue to change in the new year. Econsultancy columnist Nikki Gilliland has compiled expert predictions on the 2018 email trends.

Gilliland says, “We’ve taken a look back at email in 2017, so now it’s time to stargaze into the year ahead.

Before we do, don’t forget you can check out these additional resources:

From traffic to transactions

Steven Ledgerwood, Managing Director UK, Emarsys:

Big-name brands have been exploring ways to turn email from a traffic channel to a direct revenue generator, and I expect this to be a big focus in 2018. Embedded ‘Buy Now’ options, allowing consumers to purchase goods and services from within an email, and integrated bills which encourage customers to pay their electricity or gas bills within their email instead of having to go directly to a site, will become increasingly common.

As part of this, ‘batch and blast’ email campaigns are likely to become less frequent in the near future. With the content and design of every email now determined by consumers’ personal preferences to increase conversions, bulk emails will become less frequent as they simply can’t be tailored to unique user preferences”.

Email trends in 2018: What do the experts predict?

Econsultancy

Sharing is caring