Now that we’ve pushed past the halfway point of 2017, there are a few trends in email marketing that have become overwhelmingly clear. A lot of these types of trends quickly move from being new on the scene to being industry standards in the blink of an eye, so understanding them and getting on board quickly is important to remain competitive with your marketing strategy.

Here are the most compellingly clear things to look for during the remainder of 2017 and well into 2018 to stay ahead of the curve.

1. Personalized Dynamic Content

As email marketing has become more and more ubiquitous across the industry, firms have been searching for new ways to stand out in an inbox and engage with their target audience. It seems that in 2017, marketers are focusing their efforts on dynamically creating content emails to cut down on the valuable time it takes to build out an entire email campaign.

Tools like content distribution systems make dynamically populating an email with your content extremely easy and effective. The technology essentially lets you set up a template where your content will go, set up a timer of when you want the email to send, and link your blog, website or wherever your content lives so it will auto-populate emails and send automatically. It essentially takes all of the legwork out of creating content marketing campaigns.

Personalization is also a vitally important trend that has been taking off this year and pairs perfectly with a dynamic email system. Some content distribution systems (Like StoneShot DNA) let you tag your content and give your audience an option of what they would like to receive. For example, if you tagged some of your content as “White Papers” and other content as “Webinars”, and your audience selected only “Webinars” in your content preference center, they would exclusively receive emails containing your latest webinars. This level of content personalization is becoming increasingly important if you want your content to stand out in a crowded inbox.

2. Advanced Reporting Tools

If you’re plugged into the world of email marketing, you’re probably aware of the cool new tech that seemingly hits the market every other week. But, despite all of the buzz around fancy new tech that makes email marketing easier and more convenient, there’s no tool in a digital marketer’s belt more powerful than post-campaign reporting.

But simply having your email campaign data laid out on a spreadsheet isn’t enough. Staring at those rows and columns of seemingly random numbers will make your eyes glaze over and don’t exactly make divining real actionable insights very easy.

Instead, modern digital marketers are using advanced campaign reporting dashboards in which you can dynamically select and compare disparate sets of data on easy to read graphs to bring your data to life and give you a fighting chance to actually glean the insights you need to improve.

To squeeze every last insight out of your post-campaign reporting, check out the helpful tips in this article: Getting The Most From Post Campaign Reporting

3. Meaningful Engagement

The top 4 statistics on this chart sum up the importance of email marketing in 2017 pretty spectacularly.

  • 35% are concerned with reaching customers in a meaningful, engaging way

As we discussed earlier, marketers are using personalized emails and content distribution centers to give their audience the content they expressly asked for, therefore delivering a more meaningful communication. Asset managers get email blasts all day, but if you send them content specifically personalized towards their interests, the exchange immediately becomes more engaging and compelling.

  • 34% find it challenging to gauge accurate and reliable reporting

At its most basic, reporting on email marketing campaigns is extremely straight forward and reliable. At its most complex, factoring in engagement scoring, metric weighting, campaign and content tags, and whitelisting your firm’s email domains, email marketing reporting is a font of insights that cut to the root of what you want and need to know to consistently improve on delivering what your target audience wants to see.

  • 28% are concerned with getting the attention of their target market

There’s no better place to reach your target market than the tool they use to run their business every single day. And, if cluttered inboxes are part of your concern with being overlooked, nothing makes you stand out more than personalizing your emails to what your target audience wants to see. For more tips on getting your target audience’s attention, check out this article: 4 Ways to Stand Out in a Crowded Inbox

  • 18% are focused on determining the perfect media budget

For those wondering how much of their media budget to put into email marketing, we will simply refer you to the below graph that clearly displays the superior ROI of email over any other medium in the industry.


For more information on perfecting your email marketing strategy, check out these helpful articles: