There is a lot of discussion about how email is dying. Yet, even in the age of texting and social media, the ROI on email continues to outperform other marketing channels.  This "old-fashioned" form of communication is not going anywhere soon. In fact, email is becoming even more sophisticated.

First, consider that 205 billion emails were sent and received in 2015.  In 2019, that number is expected to be 246 billion, a 20% increase.  As email use grows, so do the ways marketers use it to get their message across.  In 2016, we saw emails employing animation and menus. Things are even more interesting in 2017.  

Personalization

For example, marketers are taking personalization to an entirely new level. For years emails have included the recipient's first name. Soon, though, algorithms will detect the behavior of website visitors and help build a user persona. This will make it possible to send specific emails to specific people based on their behavior. 

Social Media in Emails

Most marketers know that including social media sharing buttons in emails increases click-through rates. In fact, one study shows that doing so increases them by nearly 150%.  Now, though, marketers are blending these two communication channels in even more creative ways by adding live Facebook, Twitter and Instagram feeds to emails. This up to the minute information engages email subscribers and increases a company's social media interactions.

Content Written for Mobile

We are in the age of the mobile web.  A late-2016 study showed that 56% of people now open email on a mobile device. The numbers are even higher now. This means that marketers must write email content that works well on small screens.  Subject lines must be to the point. The main copy has to be short and crisp. Most importantly, the call to action has to be front and center.