The digital marketing industry is constantly changing and adapting. When it comes to email marketing 2016 has already seen plenty of changes. Mobile opens reached a high of 56% in April, a whopping 10% increase from last year, with Apple products dominating 44% of the mobile opens. Desktop opens have been continually decreasing, from 22% share in 2015 down to 19% in 2016. Proving that Apple Mail and Outlook are not as popular as they once were. Webmail users have varied slightly but staying around 27% with a slight increase in both Gmail and Outlook.com. This increase in Outlook.com use may be due to Outlook.com’s rendering engine being replaced fixing some bugs. So far 2016 is continuing to prove that email marketing is going the mobile route and us marketers out there better make sure we are sending responsive emails.
We have also seen some new content trends. The idea of “hyper-personalization” has started to become a reality. Third-party services have been divining into deliverability, testing, live content, remarketing, predictive analytics, email advertising & customer intelligence. We are seeing users respond better to emails targeted to them, calling for segmentation to go deeper and the introduction of machine learning that can help decide what content is best for what user/segment. “Email marketing is to be in real-time and personalized, the single customer view will become a reality, email is shifting towards a performance channel. We should also expect more in regards of data protection although many people and marketers aren’t totally informed yet. More sales will be coming via the mobile channel as the journey and experience improves.”