Top 10 Email Marketing Predictions for 2017

Top 10 Email Marketing Predictions for 2017My Litmus teammates and I see a lot of change on the horizon this year. Here are our top email marketing predictions for 2017:

  1. At least 30% of marketers will have tried embedded video in email by the end of 2017. (Chad White)
  2. Email marketers will break down silos and work cross-functionally to take their program to the next level. (Kayla Lewkowicz)
  3. The adoption of responsive email design will accelerate. (Chad White)
  4. Despite Gmail supporting embedded CSS (for most of their account types), the overwhelming majority of emails will continue to use inline CSS. (Kevin Mandeville)
  5. At least one of the major inbox providers will follow Gmail’s lead in drawing attention to whether emails are encrypted or not. (Chad White)
  6. Verizon will try to actively migrate Yahoo Mail users to Alto Mail. (Chad White)
  7. The types of jobs in the email marketing industry will become fragmented with an increasing number of specializations (deliverability, email copywriting, email design) becoming more widely adopted. (Jaina Mistry)
  8. Accessibility in email will become a more important aspect of the email design and development process. (Jaina Mistry)
  9. Accessibility will continue to be ignored by most of the email world. (Jason Rodriguez)

For all the details on those email marketing predictions, plus a review of how our 2016 predictions fared,…

>>Read the full post on the Litmus blog

Read all of Chad's Marketing Land columnsEmail is always changing, so marketers’ email marketing programs must always be changing as well to make sure they’re still relevant to consumers and creating great experiences for their subscribers. With that in mind, here are seven relatively easy-wins to consider adding to your email marketing to-do list this year:

  1. Use more retina-optimized images.
  2. Use more ALT text, especially styled ALT text.
  3. Use animated GIFs more often.
  4. A/B test your preview text more often.
  5. Adopt responsive email design.
  6. Create an extensive pre-send email checklist.
  7. Plan your email content farther in advance.

For a full discussion of each of these, plus research on current usage,…

>>Read the full column on

The Last Word on December 2016

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

Must-read articles, posts & reports

Email Smashes Social Again To Drive One In Five Cyber Monday Sales (MediaPost)

And my four email marketing predictions for 2017 are…. (Adestra)

Limitations of HTML Email Design – Email Width and Size (Chamaileon)

Google says next-generation ReCaptcha coming, where you don’t even have to tick a box (9to5Google)

Growth estimates for smartwatches have been slashed, because no one really wants them… (9to5 Google)

Insightful & entertaining tweets

Noteworthy subject lines

MAC Cosmetics, 12/13 — Picture-Perfect With Travel-Friendly Skincare
MAC Cosmetics, 12/13 — Disguise Jetlag to the PLANE PRETTY
Kate Spade, 12/10 — no holiday card needed (enjoy complimentary monogramming!)
Lego Shop, 12/10 — Small LEGO® Gifts for Big Smiles!
HP, 12/9 — Gifts. Stocking stuffers. 48 hour sale.
Fossil, 12/13 — Gifts < $50
Victoria’s Secret PINK, 12/9 — FREE Reversible Blanket! (Wishlist-worthy like WHOA.)
Victoria’s Secret, 12/10 — The snuggle is real: Free blanket
Lululemon, 12/13 — oh what fun it is to ride
REI, 12/10 — The Best Gifts Won’t Stay Inside
American Apparel, 12/13 — If She’s Femme or He’s Classic
Drs. Foster & Smith, 12/16 — #NationalFreeShippingDay is Here!
Zulily, 12/10 — Make last-minute magic | thousands of gifts delivered by Christmas, 12/13 — Christmas Delivery with Economy Shipping Ends At Midnight Tonight!
NFLshop, 12/20 — 1 DAY ONLY: Free 2-Day Shipping | Order Today, Get it by 12/23 or It’s Free!
The North Face, 12/20 — Free Overnight Shipping. Get Your Gifts in Time.
MAC Cosmetics, 12/13 — Don’t Forget: Live Chat Hours Extended!
The Swiss Colony, 12/20 — Oops – Did You Forget Somebody?
J.Crew, 12/22 — Who’s ya forget? Get to store for 40% off…
ToysRUs, 12/15 — Go Ahead and Go BIG – Srsly, These Offers Are Ginormous!
ThinkGeek, 12/10 — Super size it: 20%, 25%, or 30% off your ThinkGeek order! *insert confetti*
San Diego Zoo & Safari Park, 12/9 — Hand in There, Baby (Sloth)! (Video)
Under Armour, 12/16 — New Star Wars Gear. Need We Say More?
Blue Nile, 12/16 — Propose This Christmas + Free Diamond Earrings
Barneys New York, 12/24 — Have the Happiest Hanukkah!
Michaels, 12/25 — We Wish you a Merry Christmas!
ToysRUs, 12/25 — Merry Christmas & Happy Hanukkah to All!
J.Jill, 12/25 — Happy holidays from J.Jill.
Lands’ End, 12/13 — May we text you? Sign up and get 40% off
American Red Cross, 12/20 — Double your impact before midnight
Autism Speaks, 12/31 — Doubling our commitment, will you join us?
Etsy Finds, 12/31 — The best of 2016
Pier 1 Imports, 12/24 — Pop. Cheers. Fizz. Clink.
Epicurious, 12/31 — 10 Cocktails That Crackle and Pop

New posts on

The Evolution of Email Marketing: Past and Future

Happy Holidays from My Family to Yours

Webinar Recording + Q&A: State of Email – A Year in Review

3 Reasons to Take the 2017 State of Email Survey

5 Reasons List-Unsubscribe Concerns Are Overblown

How the Pros Turn Marketing Analytics into Effective Marketing Strategies

15 Industry Experts Share Their #1 Email List Building Tactic

17 Ecommerce Marketing Trends for 2017

7 Email Marketing Predictions for 2017

The Last Word on November 2016

Top Email Marketing Trends of 2017

The Biggest Email Marketing Trends in 2017 Will Be...Litmus asked more than 1,200 marketers which of the following six promising email marketing trends they were most excited about for 2017:

  • Interactive emails
  • Email encryption
  • HTML5 video in email
  • Big Data personalization in emails
  • Omnichannel email experiences
  • Automated emails

None of those trends got the majority of respondents excited, so we decided we’d explore all six of them. In addition to sharing our own thoughts, we’ll add in the opinions of some of our Email Marketing in 2020 ebook contributors. Perhaps we can give you some reasons to be more excited about some of these email marketing trends, all of which we think will be impactful this year.

>> Read the full post on the Litmus blog

Read all of Chad's Marketing Land columnsAnyone who says email hasn’t changed much in the past few decades is simply demonstrating that they don’t know much about email.

It’s a dangerous mistake for brands to underestimate the evolution of email marketing over the past couple of decades, as it sets them up to not be agile enough to cope with the coming changes—some of which are tectonic.

The major stages of email’s evolution so far include…

Email 1.0: Closed Platform
Email 2.0: Open Platform
Email 3.0: Spam-Complaint Filtering
Email 4.0: HTML Emails
Email 5.0: Mobile Emails
Email 6.0: Mobile HTML Emails
Email 7.0: Engagement-Based Filtering

And the next stages likely include…

Email 8.0: Big Data Personalization & Machine Learning
Email 9.0: Interactivity & Rich Content
Email 10.0: Wearables
Email 11.0: Internet of Things
Email 12.0: Voice Interfaces

For an explanation of all of those stages, especially those next stages that are starting to make a big impact on marketers…

>> Read the entire column on

Happy Holidays from My Family to Yours

’Twas two nights before Christmas, and as I slept in my bed,
Not a worry was stirring inside my tired head.
For our stockings were hung by our chimney with care,
And our tree was adored so that no spot was bare,
With popcorn on string and balls made of glass
And pictures of kids and bells made of brass.
There were presents all stacked underneath our grand tree,
For Kate and for Ben, Zach, Dex, and for me—
And even for Piper, our new faithful friend,
Who slept in the kitchen inside her dog pen.
Then from deep in my sleep, I heard a faint jingle,
A jingle that made all my fingers and toes tingle.
I knew in a moment it wasn’t St. Nick.
I threw back my covers and got to my feet quick.
I grabbed my bed lamp in lieu of a broom,
And quietly crept into the next room.
There in the darkness, I squinted to see,
Two beady eyes staring right back at me.
I took a step back, then stepped right back up,
Realizing those eyes were the eyes of a pup.
“Piper?” I said, then I turned on a light,
And saw her cute face, plus a terrible fright,
For all around Piper were things from our tree—
A snowman dismembered, a reindeer’s left ski,
The stripes off a zebra, the hat from a bear,
And a gingerbread man ripped off his red chair.
But for all the destruction, she ate not one present
(Though she left her own that was terribly fragrant).
So I scooped her right up and went into the kitchen,
Where I saw that the door to her pen was wide open.
With the mystery solved and true disaster averted,
I tided up, relieved that no policed were alerted.
Then I went back to bed and muttered as I turned out the light,
“Happy Almost-Christmas to all, and to all a good night.”

Happy Holidays to You and Yours

Watch the State of Email Webinar recordingTo 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, which included:

In the State of Email webinar, we shared the most interesting and actionable insights from that research series—and also told you about the 2017 State of Email Survey and the opportunity to win a ticket to The Email Design Conference.

To watch the recording, download the slides, and read the Q&A from the webinar…

>> Get the full recap on the Litmus blog

3 Reasons to Take the 2017 State of Email Survey

Take the 2017 State of Email SurveyFor the 2nd year, we’re surveying savvy marketers like you to find out how you plan, create, and send your email campaigns.

Here are three reasons why you should participate in the 2017 State of Email Survey:

  1. The survey will get you thinking critically about every facet of your email marketing program—from team composition and approval process to email design and software used.
  2. The results will power the 2017 State of Email research series, which will help you benchmark yourself against your peers and identify opportunities for improvement.
  3. Everyone who completes the survey will be entered into a drawing to win a free ticket to The Email Design Conference 2017 or a Mystery Litmus Swag Pack.

>> Start the survey

Apple's "easy unsubscribe" banner in a Zappos emailApple’s iOS 10 Mail added support for list-unsubscribe, but the large “easy unsubscribe” banners that appear in marketers emails appear to be driving up opt-outs. Here are 5 reasons why marketers shouldn’t panic…

  1. Unsubscribes are not inherently bad, since they don’t harm deliverability and may not harm revenue.
  2. Brands have made it too difficult to unsubscribe and don’t honor opt-outs quickly enough.
  3. Email users trust native opt-out mechanisms more than the ones supplied directly by brands.
  4. Enabling list-unsubscribe reduces spam complaints, which in turn improves deliverability.
  5. List-unsubscribe isn’t new. Apple’s adoption follows Gmail (2009) and Microsoft (2007).

For a full discussion of each of these reasons…

>> Read the entire post on the Litmus blog

How the Pros Turn Marketing Analytics into Effective Marketing StrategiesAn understanding of marketing analytics is key for brands to get the answers they need to attract and serve customers well.

To get a holistic perspective on how marketers can use analytics wisely for email marketing, SEO, conversion, pay-per-click advertising, social media marketing, Alexa spoke with me and:

  • Eric Enge, CEO at Stone Temple Consulting Corporation, Co-author of The Art of SEO
  • Andy Crestodina, Co-founder of Orbit Media Studios, Author of Content Chemistry
  • Larry Kim, Founder of WordStream, Top columnist at
  • Steve Rayson, Director at BuzzSumo

This ebook is great for email marketers who want to better understand what’s driving decisions in other channels and the larger marketing goals across channels.

>> Download “How the Pros Turn Marketing Analytics into Effective Marketing Strategies”


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