17 Ecommerce Marketing Trends for 2017

2017 Ecommerce Marketing TrendsOmetria asked me and 16 other experts what we thought would be big in ecommerce marketing in 2017.

Predicted trends included a focus on content, understanding customer journeys, the rise of social commerce, a consolidation of retailers’ technology stack, and more.

My prediction about e-commerce marketing next year centers around broadcast vs. triggered emails and how marketers are investing their time and energy and the kinds of returns they’re getting:

Broadcast promotional emails are consuming most of email marketing programs’ resources, but are delivering diminishing returns and cause nearly all email fatigue, unsubscribes, and spam complaints. In 2017, we’re going to see a big shift in resources toward triggered emails, which are already generating the majority of email marketing revenue for some brands. There’s huge potential in welcome emails, cart abandonment emails, browse abandonment emails, back-in-stock notifications, reengagement emails, and other action-, inaction-, date-, and IoT-triggered emails. However, they require care and feeding to ensure they’re up to date, seasonally relevant, optimized, and continually improved.

>> Read about all the trends

The Last Word on November 2016

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

Study finds e-retailers are making it more difficult to unsubscribe from emails (Marketing Land)

Why People Open Emails (Backed by Research) (MailMunch)

Measuring success in email – we’re doing it wrong (Medium)

What Email Marketers Can Do to Stop Unsubscribes (MarketingProfs)

Have We Forgotten How To Market? (MediaPost)

Our Favorite Examples of Live Polling in Email Marketing (Movable Ink)

Is the new “easy” list unsubscribe a big problem? (Hive)

Insightful & entertaining tweets

Noteworthy subject lines

FansEdge, 11/4 — Everything Cubs. Everything Championship. While Supplies Last.
Under Armour, 11/4 — Cubs Fans: It’s Time To Celebrate!
AutoAnything, 11/11 — Thank You, Veterans.
The Swiss Colony, 11/8 — Serve and Give Our Best for Thanksgiving
P&G everyday, 11/14 — Simple Thanksgiving place settings
Net-a-Porter, 11/15 — Your stylish Thanksgiving starts here
Vera Bradley, 11/4 — The trick(s) to tackling holiday travel …
Costco Wholesale, 11/4 —Home For the Holidays! Save Up to $600 OFF on Modern Furniture for Every Room!
Pier 1 Imports, 11/3 — Give your guests the best.
Pier 1 Imports, 11/9 — Make an entrance they won’t forget.
LifeWay, 11/3 — Prepare Your Heart and Home for Christmas
Sears, 11/9 — ! Special Annoucement: Black Friday deals NOW on the Sears app >>
Sears, 11/4 — One holiday, TWO sales! Veterans Day savings + Black Friday deals!
Clinique, 11/4 — Let’s get merry! Our Holiday Shop has some big surprises.
Neiman Marcus, 11/3 — Gifts that give back: Our Love To Give Collection
Gucci, 11/14 — From the Gucci Garden: the New Campaign for the Holidays
Ikea, 11/11 — Introducing our new holiday collection for 2016!
Nike.com, 11/3 — Give Nike: The Ultimate Gift List
ThinkGeek, 11/3 — Insert Coin. Receive gift. Continue? Browse our Holiday Giftcade.
Nike, 11/14 — Customize Your Holiday Gifts with NIKEiD
Costco, 11/14 — Top Electronics & Gifts Too Big to Wrap – Don’t Miss These Costco-Sized Savings!
Gap, 11/21 — $25 and under stocking stuffers are here!
Harley-Davidson, 11/3 — If You’re on the Naughty List, You Better Enjoy It
ToysRUs, 11/14 — Save Like It’s Cyber Monday! 1-Day Online Only Sale!
Victoria’s Secret, 11/24 — Post-Dinner Plans = Shop With PINK!
Lands’ End, 11/24 — We are thankful for friends, family, elastic waistbands and this…
FansEdge, 11/24 — Today We Are Thankful. For Style. And Football.
Dell, 11/24 — Time to be thankful. DOORBUSTERS have arrived early!
ThinkGeek, 11/24 — Stop fixing the WiFi at your aunt’s house: 40-60% off over 100 products!
Lowe’s, 11/24 — Happy Thanksgiving! Start Your Holiday Off Right With These Black Friday Savings
REI, 11/24 — This Holiday Is About Family
Target, 11/24 — 6 pm: Black Friday starts at your Target store.
Blue Nile, 11/28 — Better Than Friday, 50% Off New Cyber Monday
Sears, 11/28 — ☺ Use code: CYBER (we’re giving you an EXTRA 25% off!)
Walmart, 11/14 — Apply for a Walmart Credit Card today!
Shopbop.com, 11/14 — Holiday How-To: Get dressed up with Lucy Hale!
Lands’ End, 11/13 — Here’s how to build a beautiful winter look & save 40%
Anthropologie, 11/21 — THIS jacket: required.
Etsy, 11/13 — It’s engagement season
Southwest, 11/15 — The slopes are calling. Open now for sale fares.
AutoAnything, 11/13 — You have 9 unread deals
BEHAVE.org, 11/15 — Don’t open if you love your job

New posts on EmailMarketingRules.com

6 Email Marketing Manipulations that Should Stop

Webinar Recording + Q&A: Adapting to Consumers’ New Spam Definition

Millennials Driven to Opt-out and Report Spam Largely by Same Factors as Everyone Else

The Last Word on October 2016

7 Email Marketing Predictions for 2017

7 Email Marketing Predictions for 2017With 2017 just around the corner, Campaign Monitor sought predictions for the New Year from me and six other email marketing experts:

  • Alex Williams, Trendline Interactive
  • Matthew Smith, Really Good Emails
  • Daniel Codella, ZURB
  • Andrea Wildt, Campaign Monitor
  • Jordie Van Rijn, Email Monday
  • Ros Hodgekiss, Campaign Monitor

My prediction centers around automation and data-driven messaging, which was a theme echoed by a couple of the other contributors. Others focused on mobile payments, email design, email metrics, and new internet-connected devices like the Amazon Echo and Google Home.

Despite being well-established, email marketing is constantly evolving. That means that email marketers need to be constantly evolving too.

>> See the email marketing predictions for 2017

State of Email WebinarTo understand how email marketing is changing and to identify opportunities for brands, Litmus surveyed more than 900 marketers worldwide. Those extensive results powered our State of Email research series.

Join me on Tuesday, Dec. 13, at 1 pm ET as I share the most interesting and actionable insights from that research series and give you data-driven advice on:

  • How to embrace mobile-friendliness with an eye to production efficiency
  • Tools to strengthen your workflow
  • How to improve the effectiveness of your email designs
  • Tools to strengthen your workflow
  • Salary trends to pay attention to

>> Register for the free webinar

6 Email Marketing Manipulations that Should Stop

Read all of Chad's Marketing Land columnsWhile many brands have embraced customer-centricity, there are many relics of brand-centric thinking still out there in the email marketing world, unfortunately.

Here are 6 email marketing manipulations that we should stop in 2017:

  1. Using passive aggressive email signup and opt-out language
  2. Mandatory email opt-ins with purchase
  3. Hiding behind people’s names to obscure our brand
  4. Using misleading, vague, and overly clever subject lines
  5. Trying to trick Gmail and other inboxes into retabbing our emails
  6. Hiding unsubscribe links

For a full discussion of each of these manipulations, plus supporting research,…

>> Read the full column on MarketingLand.com

Adapting to Consumers' New Definition of Spam webinarMarketers must shift their email strategies to match consumers’ shifting spam definition. Litmus worked with Fluent to survey 1,300+ American adults to determine what causes them to report emails as spam and to unsubscribe.

Jordan Cohen, Chief Marketing Officer at Fluent, and I teamed up to discuss these findings and what they mean for email marketers going forward. To watch the recording, download the slides, and read the Q&A from the webinar…

>> Get the full recap on the Litmus blog

Millennials’ Email Marketing Dislikes Are (Mostly) the Same as Everyone Else’sOur Adapting to Consumers’ New Definition of Spam research, which surveyed more than 1,300 American adults, found that millennials were the same as older generations in many ways when it came to their email behavior. However, there were some differences.

Here are the five biggest differences that we could find from our research:

  1. Millennials check their spam folders more frequently and rescue brands they don’t want there more frequently.
  2. Millennials are more likely to take action based solely on an email’s subject line and other envelope content.
  3. Millennials are more likely to unsubscribe from emails over a bad customer service experience.
  4. Millennials are more likely to triage their mobile inbox, saving certain emails for later.
  5. Millennials are less likely to find unsubscribing from promotional emails to be difficult.

For all the details and takeaways on how to address each of these issues…

>> Read the entire post on the Litmus blog

Register for the free webinar on Nov. 16 at 1pm ETConsumer attitudes toward spam continue to shift dramatically, which in turn demands that brands make an equal shift in their email marketing strategies.

In this webinar, we’ll share findings and advice from our Adapting to Consumers’ New Definition of Spam report, which is based on a joint Litmus-Fluent survey of more than 1,300 American adults.

Join Jordan Cohen, Chief Marketing Officer of Fluent, and I on Wednesday, Nov. 16, at 1 pm ET as we discuss:

  1. Consumers’ broadening definition of spam
  2. How consumers interact with the spam folder
  3. The blurring of the motivations for complaints and unsubscribes
  4. Consumers’ mobile inbox triaging behavior
  5. How millennials’ unsubscribe and complaint behavior differs from other age groups
  6. Their picks for the best ways to reduce spam complaints and unsubscribes

>> Register for the free webinar

The Last Word on October 2016

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

2016 Lookbook (Shaw + Scott)

2016 Holiday Email Marketing Report (MailCharts)

Retailers to Prepare for Post-Election Holiday Shopping (National Retail Federation)

Get Your Customers Back With Excellent Win-Back Emails (Sleeknote)

Google has killed Email Marketing … Again (LinkedIn)

2017 will be the year of interactive email (Medium)

Insightful & entertaining tweets

Noteworthy subject lines

Dell, 10/4 — Here it is! The new laptop that lets you decide. The choice is yours.
Lands’ End, 10/1 — Join Lands’ End in fighting breast cancer
Vera Bradley, 10/1 — Pick up Art Poppies for the cause…
M•A•C Cosmetics, 10/4 — Halloween: Space Squad – Galactic Ghoul & Space Vampire
Pier 1 Imports, 10/1 — Welcome to the after-party
Lego, 10/1 — New Exclusive Winter Holiday Train now available!
Peet’s Coffee, 10/1 — Our Holiday Blend preview roast is here!
The Container Store, 10/20 — Get Ready for Holiday Guests!
Neiman Marcus, 10/31 — Parties coming up? Our fashion director’s favorites
Hayneedle, 10/11 — 40% off Christmas trees? Yes, please! Plus dining, lighting & more.
IKEA, 10/14 — Easy, affordable ideas to get you ready for the holidays!
SeaWorld Orlando, 10/6 — Our New Christmas Hotel Package will make you merry
PersonalizationMall.com, 10/14 — Save 50% On Personalized Christmas Cards
Neiman Marcus, 10/19 — The 2016 Christmas Book is here! Fantasy Gifts, exclusive finds, styles of the season + more
ToysRUs, 10/29 — Our AWWWESOME holiday catalog is here – let the wishing begin!
Zulily, 10/30 — These toys are GAME CHANGERS! Come shop Santa’s Workshop
Pier 1 Imports, 10/6 — Be a part of the holiday crew.
ToysRUs & BabiesRUs, 10/1 — We’re Hiring!
RH, 10/26 — Luxe Faux Fur Gifts. Explore the Holiday 2016 Collection.
Barneys New York, 10/6 — Furry Textures Are Our Favorite Fall Accent
Under Armour, 10/4 — It’s Hoodie Season—You Ready?
The North Face, 10/30 — Warm boots for winter’s worst
GNC, 10/13 — It’s National Train Your Brain Day, Remember?!
IKEA, 10/12 — Chad: you’re invited to the IKEA Cook and Eat Your Way Event!
ASPCA, 10/7 — Hurricane Matthew: ASPCA Deploys Response Team
Wine.com, 10/21 — Top-Scoring Wines for Every Budget
Walmart, 10/4 — ******SPECIAL BUYS****** while supplies last
Gap, 10/20 — Don’t let FOMS happen (that’s Fear Of Missing Sale)
UncommonGoods, 10/26 — First World Problems: Solved
Anthropologie, 10/10 — Wear this dress. Make an entrance.
Blue Nile, 10/13 — Calling All Ring Fingers: Engagement Collections
Golfsmith, 10/14 — We’re Closing in Northborough & Bellingham – Take 40% Off Everything!
Applebee’s, 10/7 — Game Time – Go Boston!

New posts on EmailMarketingRules.com

Report: Adapting to Consumers’ New Definition of Spam

B2B Forum Presentation: Inbox Optimization

6 Shocking Subject Line Myths

Tips for Holiday Email Success

The Last Word on September 2016

Read all of Chad's Marketing Land columnsSubscriber expectations have grown steadily over the years, driven higher by a wide range of factors, including the adoption of smartphones, the increase in targeting, and the rise in omnichannel experiences.

For email marketers to be successful, they must exceed or at least meet these expectations, which can be measured by a set of success metrics and a set of failure metrics.

In my latest Marketing Land column, I discuss how these expectations line up with The Hierarchy of Subscriber Needs for respectful, functional, valuable, and remarkable experiences. I share the success metrics marketers should use to measure each of those needs.

Using the finding from our just-released Adapting to Consumers’ New Definition of Spam report, I share failure metrics for each of those needs as well.

>> Read my full column on MarketingLand.com

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