How does your email marketing stack up against the latest email marketing trends?

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DMA’s latest Email tracker shows that, on average, email receives 30 times more return on investment than other forms of marketing.

More importantly, 72 percent of consumers expressed email as their first choice for brand communication, according to Litmus’ State of Email report.

The fact that consumers are willing to open the door to brands immediately shows the power of email marketing. And when a consumer gives you that opportunity, you treat it like gold and make it your mission as a marketer to add value every single time you come through that door, or you could be “clicked” out faster than you were invited in.

According to Kyle Hendrick, Director of Client Services at Yes Lifecycle Marketing, “Consumers crave useful information that speaks to the intersection of their lifestyle and values. Subscribers will stay engaged with your brand if you make the effort to educate, entertain or find a unique way to incorporate lifestyle trends into your messaging.”

Email marketing is forever changing and evolving, but here are two main trends I think will set you apart from the rest this year:


It’s the never-ending quest as a marketer, to personalise content in real time across channels. This involves going far beyond the personalised subject line and name. To stand out from the crowd, you are going to have to start to segment those lists.

Think of your customers first, and what content you can send them to add value to their lives based on their interests, demographics and other data. Once you have put them first, then align this with your business and marketing goals and communicate accordingly.

Personalisation certainly does not end with an email, that’s just the beginning. Your message and communication should flow to the next medium such as a fully personalised landing page on your website or a personalised video on YouTube.

Yes, it is a lot more work than just sending out an email blast and holding thumbs that people won’t unsubscribe, but consider this: According to Aberdeen, personalised email messages improve click-through rates by an average of 14% and conversions by 10%.

Need some inspiration? Check out these awesome personalised email marketing examples on HubSpot.

Kinetic Email

Kinetic email uses interactive email design elements such as carousels, search bars, gifs, graphs, menus, rotating banners, animation and video to make emails look more like a website and they introduce a new level of interactivity and engagement.

What’s great about these emails is that not only do they look much ‘sexier’ than traditional email (just imagine how this will stand out in your inbox of 1000’s of emails) but they are also more effective in getting your consumers to engage with your brand and your product or service. With kinetic email, users can quickly place orders, add items to a shopping cart and have an overall better experience — all without leaving the original email message. Sounds amazing right? View the different types of Kinetic design.