If we had to write a headline for 2015, it would be this: Email Still Definitely, Totally Not Dead. In fact, it was a fantastic year for our digital channel of choice when you take a good, hard look back. Here are just a few signs that email’s going strong, based on things we wrote about last year. (Whoa, feels good to say last year, doesn’t it?)
Trend #1: Wearables Made Big News (Then Didn’t Do Much Else)
The long-awaited Apple Watch made its debut with a teeny tiny screen. While we’re watching the smart watch segment and thinking about a whole new set of considerations for email campaigns, including length and style of subject lines and making sure to include a plain-text version of your emails, our industry certainly wasn’t rocked, as many predicted.
Trend #2: Mobile Has Solidified Its Place As King
As we said at the beginning of the year, the rise of smart phones has helped solidify the importance of email for brands. (What else are people going to do when they are stuck in boring meetings or long lines?)
And mobile screens have gotten even bigger this year, with the arrival of the Samsung Galaxy and the iPhone 6 Plus. This extra space gives a little shakeup to the conventional wisdom about subject line and preheader length. To the tune of 150 characters of preheader space, the trend of bigger mobile screens has given you more options than ever to say what you want.
Trend #3: Designing for Every Screen = The New Norm
We have to make sure our designs are functional—and still deliver an amazing experience—in every email client. So to achieve that, progressive enhancement became a trend that’s here to stay.
Our design bag of tricks for 2016 also includes an exciting new checkbox coding technique for an in-email interactive experience. We featured it in our holiday card this year because we literally go bananas for great design.
Trend #4: The Email Community is Stronger Than Ever
We attended the Litmus Email Design Conference and the Salesforce Marketing Cloud Connections event to keep our skills sharp and learn alongside other industry leaders in 2015. We also joined those experts on stage at the Litmus conference to give our own presentation about creating email-perfect content. Plus, we hosted our own meeting of the minds this spring for the first annual Email Spotlight, because we love throwing a good house party every now and then. Bottom line? The email community is thriving and we love it.
Trend #5: Cross-Channel Integration
Last but not least, smart email marketers will always keep an eye on the future of email. Given the seemingly endless expansion of new digital channels like social media, email’s cross-channel opportunities will only grow in the next few years. Add that to the opportunities offered by relationship-building campaigns and effective planning, and those trends will continue to deliver results well into email’s future. Full steam ahead!