Josie Scotchmer


It seems like 2016 started only a few moments ago, and we were reading about what would be the email trends over the next 12 months. But, as someone seems to have sped up the time-machine we are fast approaching the end of one of the maddest years in recent history, it’s time to refocus and think about what will happen in email in 2017.


Email Trends For 2017

The theme for next year will be: “Start practicing what you preach”. Get the basics right, stop talking about what you’re going to do and start putting practices into action. You may recognize a few of our email trends, but this year you’ll be taking the driving seat, as 2017 will be the year of the savvy emailer.

1. Personalization… We Can’t Stop Talking About This

Every year we talk about personalization, yet so many marketers still think this ends with adding a first name to an email. The DMA’s consumer email tracker report found that only 16% of recipients feel that the majority of emails they receive are relevant to them, a number that has fallen year on year. Ensure 2017 is the year you close the disconnect between brands and their customers by sending our recipients relevant messages.

You need to connect with your contacts by taking a look at your data, to find true segments and personalize our messages based on the needs of each segment. Why not consider targeting different generations differently? We recently found that 27% of over 55s think that the messages they currently receive are too targeted towards younger generations. Understanding what your customers want and adapting to it is key to true personalization.

2. Tell Your Brand’s Story

In order to be truly great at brand storytelling, you need to first understand your customer journey, so that you can take them on the flight with you. Make 2017 the year in which you build an emotional connection with your subscribers, by creating an evocative story that is both true to your company and your customers’ lives. Once you have your contacts engaged, use the story to uncover the hidden treasures you have in your product catalog.

Brand Storytelling

3. Leverage Your Transactional Emails

Consistency is one of our favorite words in marketing. The experience you offer should be consistent for your customers, simply, so they know who they’re talking to. But even in the small world of email, there are different experiences. Marketing teams tend to govern marketing emails, whereas transactional emails often sit under tech departments. This disconnect often leads to your customers not recognizing that these are part of the same overall brand experience.

Give your transactional emails the same look and feel as your marketing emails, so your contacts know it’s you. Use the space within your transactional emails to help connect your customers with their wants and desires. 2017 is the year to take your customers on a journey of discovery, a path to stumble upon your products and/or services, you know the ones they didn’t even know they wanted ?.

4. Trust The Machine

Savvy marketers rely less on their own interpretations of data and learn to trust machines (although not necessarily the one below). A staggering 48% of SMBs are not using any form of marketing automation. Artificial Intelligence (AI) is getting smarter and more intuitive, so, yeah, 2017 is the year to put your faith in technology. Reach the right customer, with the right piece of content, at the right time for them with Email Automation. Truly capturing them when they are in the moment.

Machine Learning

5. Email, The Interactive Experience

By now, you’ve mastered crafting beautifully responsive emails (well, hopefully anyway). So let’s make your subscribers love them, by making them interactive. Let’s make 2017 the year in which customers engage with your content directly in the inbox, by allowing them to interact with it without leaving your email. Perhaps you’re looking to increase conversions, allowing your customers to shop directly in the email. Giving them less opportunity to click away without converting. Dive into some of the options we’ve shared with you to make your emails a truly interactive experience.  

So, now you know 2017 is the year to take existing email trends and truly put them into practice. At Mailjet, we believe the art to creating an award winning email strategy is to get the basics right, so for more tips and tricks check out our Advent Calendar and get ready to win at email in 2017.



Have you put any of our email trends into practice? Or are there any trends you feel we’ve missed? Tell us about it on Twitter using the #MailjetsTrends.