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Top Six Email Marketing Trends You Need to Keep Pace With

by Liga Bizune  |  
March 24, 2015

Today's marketers work in an environment in which they have access to thousands of tools and techniques for delivering their messages. But truly effective marketing campaigns come from first looking holistically and strategically at communication goals, then crafting narratives that best fit various delivery channels, including email.

When email marketing expert Tim Watson visited our offices to provide some expert insight into effective email design and copy, he sparked an interesting conversation about how to build a better email. And that got us thinking: What's next in email?

Our conclusion: creative custom content on the go!


  • Interesting content is one of the top 3 reasons people follow brands on social media, so it makes sense that the creative content of an email marketing effort would be important to subscribers—possibly as important as the offer being presented.
  • Moreover, creative email content likely motivates the consumer to take up the customized action you have defined: 90% of consumers find custom content useful, and 78% say organizations providing custom content are interested in building good relationships with them.
  • Marketers are forecast to spend $2.3 billion on email marketing this year. To ensure the highest possible ROI, email needs captivating, creative techniques to ensure delivery, grab subscribers' attention, and drive them to take action.

With all that in mind, we at Mailigen believe the following six email trends will define email marketing in the years to come.

1. Wearable technology will change communication with email subscribers

Wearable technology may be a game-changer for creatively engaging with email subscribers.

Google, for one, has already taken steps toward a wearable-ready Gmail design in preparation of an eventual move toward wearable Android devices.

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Liga Bizune is a marketer at ZoomCharts, provider of data visualization solutions for the creation of interactive charts and graphs; she also blogs for Mailigen, an integrated marketing platform.

LinkedIn: Liga Bizune

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  • by Katherine Tue Mar 24, 2015 via web

    Good points Liga. To your point on mobile email, I would add that as more and more emails are opened on smartphones, including a phone number as a call to action within email campaigns is increasingly important. Call tracking is another complement to our email marketing strategies and helps to attribute phone leads back to specific email campaigns.

  • by Saimon Wed Mar 25, 2015 via web

    Very nice tips specially the 4th one.

  • by Roshan Anne Wed Mar 25, 2015 via web

    Very nice points,,,,,

  • by Carly Thu Mar 26, 2015 via web

    Great insights Liga! I definitely agree with everything on this list, especially the importance of optimizing email for mobile viewership. It will be important for marketers to create concise, easy to read emails that will drive action from customers or leads opening emails on a smartphone/tablet. I think the biggest email trend to keep up with over the course of this year is definitely marketing automation. A smart automation platform helps marketers deliver targeted emails with personalization, relevant content and will link these campaigns to other online/offline channels.

    Email marketing is changing - and it's great to see how tech platforms are driving this change to help marketers maximize their campaigns and drive results.

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