By Stephanie Walden

Evolved Email Marketing

In 2017, this tried-and-true marketer’s tool is making a comeback.

A few years ago in the marketing world, email seemed like the nerdy, less popular cousin of social media. Marketers knew they had to invite email to the party, but they did so grudgingly. Social media was sexy, and email was experiencing a bout of low self-esteem. A slew of productivity-oriented startups proclaimed themselves “solutions” to a “broken” email system, and the concept of Inbox Zero had officially entered the zeitgeist.

But in 2017, email marketing is in the midst of a renaissance. There are a few reasons for the comeback, among them marketers’ disillusionment with fickle social media algorithms as well as improved coding support that’s breathing new life into the possibilities for email design. One need look no further for proof of email’s resiliency than the resurgence of the daily newsletter. Companies such as theSkimm and The Hustle, initially laughed out of the room by venture capitalists, have garnered millions of subscribers. With clean design and brand personality that oozes from their punchy, to-the-point copy, these newsletters are prime examples of email executed with finesse.

And when it comes to conversion, the simple fact is that email marketing works. According to Hubspot, three out of four companies agree that email marketing results in “good” to “excellent” ROI. It’s touted as one of the most measurable and consistent marketing tools. And with global email use poised to hit three billion users by 2020, it’s clear that email isn’t going anywhere in the foreseeable future.

As for trends specific to 2017, there are a few to be on the lookout for. Email and social media, as we’ve already mentioned, have a historically complicated relationship, and this remains the case today. Social media integration into emails and vice versa (garnering email sign-ups via social media CTAs) continues to be an effective tactic, especially with “omnichannel” marketing (i.e., marketing that provides a seamless experience regardless of channel or device).

Speaking of marketing channels with which email can integrate, there’s also great potential for third-party devices and personalization in the coming months. With the rise of big data, machine learning, and voice-activated home assistants such as Amazon’s Alexa, the future of how consumers interact with email is immensely intriguing from a marketing perspective.

A related trend in email marketing this year is that of interactivity, including video (yes, the buzzword de jour of 2015–2016 hasn’t gone anywhere), rollover content, and emails that function more like landing pages. With Apple reinstating HTML5 video support in iOS 10, embedded video is likely to emerge as a top trend.

These tactics are moot, however, without considering one underlying factor: value to the consumer. The iOS 10 update also includes a new, prominently displayed “unsubscribe” banner at the top of email creative, which makes it easier than ever for consumers to opt out of emails they find tedious or irrelevant. Whether we’re talking content, contests, or CTAs, marketers must carefully consider how their messaging resonates—and what incentivizes the consumer to click.

Email marketing is clearly not the newest or shiniest addition to the digital marketer’s toolkit, but it’s a crucial piece of any comprehensive content marketing strategy.