How Emails Are Evolving into Mailable Microsites
“The emails of the future will be much more like sending subscribers a microsite than a static message,” I say at the end of my book, Email Marketing Rules. Watching videos, browsing product assortments, and even making product purchases will also be possible without leaving the inbox.
When the book was published last fall, there were some definite signs of email heading in the direction of becoming mailable microsites. But in recent months, developments have accelerated. These changes will have a serious impact on how emails are designed and how email success is measured. Let’s start by looking at the new email functionality, including…
- Product & Content Browsing
- Live Content
…and then we’ll discuss the effects of these changes.