Email Marketing Trends 2015 Smart Insights

Email Trends 2015: A Visual Guide
10 Email marketing experts give their views

and examples of the future of email marketing
Author: Dr Dave Chaffey, SmartInsights.com
2. Targeting
Contents
1. Email Design
10 Email marketing Experts give their

views and recommended examples for the
future of email marketing
Introduction. Email marketing: still worth taking seriously................ 3
One. Email Design (Creative)................................................................. 8
3. List Growth
How is this guide structured?.................................................................................................4

About Smart Insights.............................................................................................................6
About the author....................................................................................................................6
About Pure360 - the report Sponsors....................................................................................7
Trend 1. Using simple design styles that work across all devices..........................................9
Trend 2. Using animations................................................................................................... 12
Trend 3. Using video in email...............................................................................................14
Trend 4. Dynamic customization..........................................................................................16

Trend 5. Predictive Intelligence............................................................................................16
Three. List Growth and management.................................................. 20

Trend 6. More use of pop-up boxes for list growth...............................................................20
Trend 7. Use of social media for growing lists......................................................................21
Trend 8. Changes to use of double opt-in............................................................................22
Four. Multichannel integration............................................................. 24

Trend 9. Real-time email marketing.....................................................................................24
Trend 10. Location-specific..................................................................................................26

Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
4. Multichannel
Two. Targeting to create more contextual emails.............................. 16
Introduction
Email marketing: still worth taking seriously
In 2015 Email can still be considered as one of the top three sales drivers for digital
marketing channels. The latest Custora Pulse research1 derived from over 100 million
anonymized US shoppers, $40B in e-commerce revenue, and 100+ online retailers shows
that email is the second most important channel driving orders.
1. Email Design
The aim of this guide is to showcase some of the latest email marketing techniques as
deployed by different brands to engage their subscribers. It stays to keep up-to-date with the
latest approaches to email marketing techniques given its importance to all types of business.
2. Targeting
3. List Growth
Given the ongoing importance of Email marketing for customer acquisition and retention in
most organisations, understanding the latest email options and techniques is essential for
businesses to stay engaging and competitive in the inbox. But we should take care to get the
fundamentals right, says Michael Leander, a regular speaker on Marketing Automation and
Email Marketing based in Denmark:
Rather than focusing on the ever evolving Fancy-Pancys, organisations aiming to achieve
significant results with email marketing, would do well to emphasise on establishing a strong
foundation first.
This involves a good strategy, working with a mid-to-longer term perspective, one data
repository, a strong content strategy aligned with the interests of the target audience, ability
to track and use behavioural and transactional (customer) data, ability to automate certain
processes and leverage triggers along with a realistic view on which resources are required
to get results.
1
Custora Ecommerce Pulse

4. Multichannel
Email competes with organic and paid search for the main channels driving orders. Email
marketing delivers far higher sales volumes than social media (2%) or display (1%). Marketers
agree, email marketing remains important. The Smart Insights readers poll shown on the
next page asked marketers to select the digital marketing technique which they thought would
give their business the biggest commercial benefit in 2015. Big Data/CRM and Marketing
Automation including behavioural email marketing were in second and third position behind
content marketing.
1. Email Design
2. Targeting
3. List Growth
How is this guide structured?

We selected some of the key trends in email marketing as we see them and then asked email
marketing specialists to give examples of these and other trends. To structure the guide we
have grouped the trends in 4 areas:
We start here since many advances in email are enabled by changes to the way emails can
now be rendered on email readers on the latest generation of smartphones and tablets.
2. Targeting
Improving segmentation and targeting to increase relevance and context for subscribers is a
key approach. We look at the latest predictive intelligence approaches.
3. Multichannel
As with other communications, email effectiveness can be boosted when combined with
other channels including social media. We showcase some examples in that area.
4. Data integration
Email marketers are finding new ways to integrate data to create a more dynamic, real time
approach to email marketing.

4. Multichannel
1. Creative
A Big Thank you to our contributors

Creating this report would not have been possible without the generous time of the
contributors to give their examples and guidance. Many thanks to all of the email marketing
experts from several countries we consulted with to share their opinions of the latest trends.
Bruno Florence , France, Email marketing expert.

Michael Leander, Denmark, Commentator and Speaker.
1. Email Design
Matthew Evans, UK, Creative Developer, Pure360.
Kath Pay, UK, Email marketing consultant, trainer and marketing director at cloud.IQ.
Jordie van Rijn, Netherlands, Independent consultant and publisher of Email Monday and
Email Vendor Selection.
Torsten Schwarz, Germany, Email and Marketing Automation Author, Speaker & Consultant
who is CEO of Marketing-Boerse.de.
Tim Watson, UK, independent Email consultant at Zettasphere.
2. Targeting
Elliot Ross, UK, Managing Director of specialist email agency ActionRocket.
Chad White, US, author of Email Marketing Rules and Lead Research Analyst at Salesforce
Marketing Cloud.
3. List Growth
4. Multichannel

About Smart Insights

Smart Insights provides actionable marketing resources to help businesses succeed online.
Our Expert members use our planning and management templates, video courses and
guides to map, plan and manage their marketing using the RACE Planning framework.
More than 80,000 members use our blog, sample marketing templates and weekly Digital
Marketing Essentials newsletter to follow best practices and keep up-to-date with the
developments that matter in digital marketing.
Email marketing effectiveness audit spreadsheet

Email campaign calculator spreadsheet
2. Targeting
Smart Insights Expert member Email marketing advice

We have grouped our member resources on our Email marketing hub page. If youre
serious about improving your Email marketing we recommend our in-depth 7 Steps guide
to Email marketing which shows how to develop an email strategy and gives tips on making
your emails more effective. Other resources for Expert members include:
1. Email Design
See these 10 reasons why Expert members use our resources
Email contact strategy template
About the author

3. List Growth
Dr Dave Chaffey is CEO and co-founder of digital marketing management

advice site Smart Insights. He is author of 5 bestselling books on
Ecommerce including Total Email marketing (2003 and 2005) and Digital
Marketing: Strategy, Implementation and Practice (5th edition 2012) and
was recognised by the Chartered Institute of Marketing in 2004 as one of 50
marketing gurus worldwide who have helped shape the future of marketing.
4. Multichannel

About Pure360 - the report Sponsors

Introduction from Abi Jacks, Head of Marketing, Pure360
Pure360 is an email and digital marketing provider who specialise in helping businesses get
the best results from their campaigns. Pure360 work with over 1,000 organisations including
brands such as Rightmove, Jet2 and innocent drinks. Our customers stay with us through
choice, not contract, and they tell their friends about us but never their competitors.
Pure360 customers have access to the largest UK-based customer support team of all
email marketing providers because our whole focus is on improving your results by working
together.
2. Targeting
Well work with you to improve your email and digital marketing results. Youll get the best
from your campaigns without being tied into a long contract, because your success is our
success. Youll get full training, support and regular free advice supported by email and digital
marketing software thats developed in-line with customer feedback.
1. Email Design
Targeting and personalisation have been among the hottest topics for Marketers to address,
for the past few years. Whats positive is that the data challenge behind making this intention
a reality for most Marketers, is being addressed by providers in 2015. Marketers now need
to embrace this opportunity, utilise the data available and look at how they can make their
recipients email experience a more relevant one.
Members of the DMA, weve recorded a 10% higher open rate for our customers than the
DMA average, leading to higher clicks and conversions for your email marketing campaigns.

4. Multichannel
Pure360 improving results together
3. List Growth
You can find the team working to improve our customers email campaigns, down in Brighton,
pop in or give us a call on 0844 586 0001 to discuss how we can help you get excellent
results from your email & digital marketing campaigns.
One
Email Design (Creative)

1. Email Design
With many consumers and business people now reading their emails on smartphone and
tablet devices, there has been a major trend to responsive design over the last two to three
years. With many emails now designed to be responsive, we dont rate this itself as a trend
for 2015, instead we look at some of the techniques used within responsive email which
should be effective across desktop and mobile.
Elliot Ross, Managing Director of specialist email agency ActionRocket advocates the use of
Progressive Email Design thinking. He says:
2. Targeting
One thing we have to embrace as marketers is the idea that emails dont have to look
the same in every email client. Instead, we should focus our effort in providing the best
experience for the platform the recipient happens to be using. This thinking is key to
unlocking things like CSS animation, advanced mobile enhancement and live content.
These things dont work everywhere, but where they do, they significantly enhance the
experience so providing the message is readable everywhere, why not surprise and
delight users when we can?
Its worth remembering that although many read emails on their mobile devices giving high
open rates, the majority of clickthroughs are still from the desktop as this research from
Litmus shows2.
3. List Growth
4. Multichannel
Litmus: The science of Email clicks

Trend 1. Using simple design styles that work across all devices
The move to responsive email design has encouraged simpler email designs with a focus on
context, image and to a lesser extent, text in 2014 and we can expect this to continue into
2015.
In 2014 we saw a movement towards more straightforward messaging, cutting down on
complex design elements and long-form copy. This is largely in response to both smaller
screens on mobile devices, and increasing challenges around actually getting users
attention. In 2015 smarter marketers will ensure their copywriters and design teams are
focusing on things like content hierarchy and the experience for the inbox user.
2. Targeting
Interestingly, he compares the approach retailers used in 2014 compared to 2013 in seasonal
promotions. He comments that in 2014 we saw a movement towards more straightforward messaging, cutting down on complex design elements and long-form copy which
this example with cards for different products shows. This is largely in response to both
smaller screens on mobile devices, and increasing challenges around actually getting users
attention.
1. Email Design
Elliot Ross, sees the trend this way:
3. List Growth
4. Multichannel

1. Email Design
2. Targeting
3. List Growth
4. Multichannel
10

Elliot rightly has a mini-rant against out-moded best-practice ideas he says:
Web template design sites, of which Envato/Themeforest3 is amongst the best known often
illustrate cutting edge use of technical styling techniques for responsive design. Although
the visual design is typically basic, the designers of the most popular themes are technically
competent at producing designs which are versatile since they may be deployed thousands
of times. Heres a simple retail example.
1. Email Design
We need to get past out-dated ideas like cramming content into the fold and realise
that users are quite happy scrolling as long as theyre engaged. In 2015 smarter
marketers will ensure their copywriters and design teams are focusing on things like
content hierarchy and the experience for the inbox user.
2. Targeting
3. List Growth
4. Multichannel
11
Themeforest email template examples

Matthew Evans, creative email designer at Pure360, recommends considering these issues
to avoid going for the lowest common denominator approach caused by old school email
readers:
On Font support. Aim to use standard company brand fonts with solid font stacks as
a strong back up option and give you control of the fonts that are displayed on every
browser and device.
1. Email Design
On Outlook: Be confident and dont restrict you design because of the issues with
images displaying in Outlook. Instead, have a back up plan for when images dont render
in Outlook. For example, code big headline banners so when the image doesnt show in
Outlook it has a colour and text back up option.
On reducing clutter and distractions. Were seeing more focus on the call-to-action of
the email, particularly above the fold, by removing social buttons and other header links
which tend to get a relatively low response.
With mainstream takeup of mobile devices, I think most brands have got past the do we
need to support mobile? question but this year itd be great to see brands really work
into their process to get the most benefit from new templates. Smart developers are
already looking at things like modular design and hybrid coding for all mobile devices.
2. Targeting
Elliot Ross, sees a move to a design approach of Modular Templates to deliver the best
experience possible. He says:
Trend 2. Using animations
Email marketing consultant and marketing director at cloud.IQ, Kath Pay explains:
3. List Growth
Animated Gifs are a well-established approach for engaging readers amongst more
advanced email marketers, particularly at retailers. This approach has potentially become
more effective with more email readers now downloading images by default.
Animated Gifs are a great way to capture the readers attention. Email has been
traditionally a static channel, but by using animated gifs and cinemagraphs you can now
provide a vibrant, live email that engages the audience. These can be quite powerful,
especially if they need to support the Main objective or Call-to-action of the email as
seen in this example.
12
Litmus: A guide to Animated GIFs in email

4. Multichannel
In this example from Litmus4 the first frame is still effective on email readers which dont
support animated .gifs.
1. Email Design
3. List Growth
In the next example, Dell lifted its revenue by 109% by showing the full features of the laptop
in this animated gif5. Many thanks to Kath Pay for sharing these examples she has collated
through the year for her training classes and presentations.
2. Targeting
4. Multichannel
The following example from Fotolia created by Alchemyworx6 uses animation as well as CSS
effects. Readers can hover over the images to display information about each category of picture.
13
Marketing Sherpa
Alchemy Worx

1. Email Design
2. Targeting
3. List Growth
HTML5 now enables videos to play within email rather than relying on a click through to play
in a web browser. However this ability hasnt been enabled within all email clients. Kath Pay
advises:
By using media queries you need to ensure that you offer a video-animated gif or static gif
if the email client isnt HTML5 video enabled. For example, this email7 received 1.25 million
views with 38.9% of the audience receiving full video with audio in the email whilst 45.6%
receiving an animated .GIF or animated .PNG silent video.
14
Liveclicker example

4. Multichannel
Trend 3. Using video in email
1. Email Design
2. Targeting
3. List Growth
4. Multichannel
15

Two
Targeting to create more contextual emails

1. Email Design
Although, as email marketers, we get excited by design style and trends, the reality is that
it is relevance basd on the sophistication of targeting which will have the biggest impact on
response to our emails. Although targeting approaches based on different customer profiles
and interactions are well established, in this section we look at examples of more dynamic
targeting using a range of data sources to create emails which are more in the context of
subscriber interests.
Trend 4. Dynamic customization
2. Targeting
Using dynamic content insertion to tailor content is an established approach. Were now
seeing more examples taking integration of different data sources to the next level. For
example, in this complex B2B example presented by Harriet Mitchell of RS Components at
the 2014 Smart Insights Digital Impact conference shows how a newsletter can be tailored
according to rules using many different data sources.
3. List Growth
4. Multichannel
Trend 5. Predictive Intelligence

Predictive intelligence involves applying propensity models to identify the combination of
content and offers to most likely to generate a response. Its a more advanced approach to
the similar concept of Next Best Product used by retailers to recommend products based
on previous purchases.
16

Email consultant Jordie van Rijn of Email Monday and Email Vendor Selection explains:
Im seeing more use of predictive intelligence to suggest offers and content based off of
a combination of profile and interests and behaviours within segments. When linked with
external data that can be very powerful.
1. Email Design
This functionality was typically implemented in third-party systems, but middleware solutions
and sometimes is now being offered as a core feature within email and marketing automation
tools.
In this example8 Booking.com shows three destinations and the likeliness that the subscriber
will be traveling to them, giving us a peek at the predictive models that normally would only
be seen behind the screens.
2. Targeting
3. List Growth
4. Multichannel
17
Email examples: Booking.com

Chad White, author of Email Marketing Rules also sees Predictive intelligence as part of a
major trend. He says:
1. Email Design
Creating more relevant, one-to-one communications is a key strategic imperative for all
email marketers, and predictive intelligence is a great complement to other personalization, automation, and segmentation efforts. Plus, it really moves the needle on email
marketing revenue in a pretty significant way.
Its a great way of harnessing Big Data to inject personalized recommendations
into your emailsparticularly, your transactional, cart abandonment, and browse
abandonment emails. Powered by analytical insights into individual and group behavioral
patterns, predictive intelligence enables dynamic content offers to be the most relevant
to maximize response.
2. Targeting
In another example9, P&O tailor content in a template shown below based on Route, Direction
of Travel, Language, Currency, Party Type Families, Adult Groups, Couples, Ship Name,
Departure / Arrival Details, Extras Booked and Previous responses to Customer Survey. Any
special offers used within the activity are driven by propensity models to determine the most
relevant offer / promotion for which products should be presented to who based on customer
value.
3. List Growth
4. Multichannel
At a simpler level, open to all without the need for predictive models, look at this example
from Evans Cycles where they are encouraging their customers who have bought bikes about
other categories. A simple starting point to recommending the Next Best Product.
9
18
Apteco: P&O Ferries case example

1. Email Design
2. Targeting
3. List Growth
4. Multichannel
19

Three
List Growth and management

1. Email Design
We saw at the start of this report that email marketing is one of the most important channels
to drive sales revenue. Given this it makes sense to focus time on increasing the range of
methods used to get opt-in. This example10 from Email consultant Tim Watson of Zettasphere
shows the range of opt-in choices that are available. In this section we consider examples of
the trends in this area of list growth.
2. Targeting
3. List Growth
Trend 6. More use of pop-up boxes for list growth

In another article on Smart Insights11 by Kath Pay shows many examples of the trend to
increased use of Pop-ups to grow lists. Heres one example incentivized to link to sale too.
4. Multichannel
10
11
20
Smart Insights: Lucky Voice example
Smart Insights: Growing your subscriber list with pop-ups and lightboxes

Trend 7. Use of social media for growing lists
1. Email Design
As the major social media platform by volume of users, its worth looking at how to grow your
list using Facebook. But take care, you will need to keep up-to-date with the latest promotion
guidelines on Facebook. For inspiration see these campaign ideas showing how Facebook
was used to grow lists12.
On Twitter, Twitter cards enable marketers to obtain basic lead capture information such as
Twitter handle, email and name directly in the tweet without having to leave the platform.
2. Targeting
3. List Growth
Heres a tasty example of a multichannel campaign from a Pure360 client that prompts coupon
redemption and prompts list growth. This prompt to try a new flavour was promoted across all
digital channels including email, Facebook, Twitter and video on demand. It featured a redemption
rate of 20% across all digital channels in comparison to an industry average of 3%.
12
21
Jeff Bullas: 10 Facebook Contests that Captured 10,000 Emails

4. Multichannel
Trend 8. Changes to use of double opt-in
1. Email Design
Chad White describes another method he recommends to support list growth: blank email
double opt-in. This new opt-in method allows a person to opt into a brands email program
by sending a blank email to a particular email address. When someone does that, it triggers
an opt-in confirmation request email that asks the person to activate their subscription by
clicking on a link in the email. Chad says:
What I love about this opt-in method is that (1) it eliminates malicious signups where
someone puts in someone elses email address; (2) it eliminates the risk of hitting a typo
spamtrap because a would-be subscriber can only misspell the brands email address,
not their own; (3) its slightly easier than signing up for email via SMS because it requires
fewer keystrokes; and (4) it keeps the email signup process entirely within the inbox,
which simplifies the process and increases opt-in confirmations.
2. Targeting
Although we have focused on list growth in this section, its worth remembering that list
quality is just as important since an inactive list may have delivery problems if there are few
responses to mails because of inactive users that Dela Quist of Alchemyworx described as
the Emotionally unsubscribed. Torsten Schwarz A German Email and Marketing Automation
Author, Speaker & Consultant who is CEO of Marketing-Boerse.de expects to see email
clients penalising email marketers who dont have engaging emails and engaged subscribers.
He comments:
3. List Growth
New inbox systems will make use of algorithms to filter out emails which are not
relevant. One of the factors of such an algorithm could be the list quality: If emails are
sent to people who are not interested in the content, these senders get a lower score.
Most emails are neither read nor clicked. Companies should try to keep the percentage
of inactive users low. Reactivation programs and list cleansing might get more important
in the future.
22

4. Multichannel
Four
Multichannel integration
1. Email Design
Torsten Schwarz sees more sophisticated approaches to deliver relevant emails based on
data collected across channels. He explains:
2. Targeting
Yes, dynamic customization and predictive intelligence are the ultimate goal. Both are
easy to attain if you have a wide choice of suitable content and enough data on your
recipients (and if the data pools are connected). If these conditions are not fulfilled,
it is no excuse for getting around targeting. As an alternative to big data, a marketing
manager is needed, who knows both the companys products and the customers needs.
Personas represent a group of customers with similar needs. The marketing manager
as a human being decides which combination of content suits best for the different
personas. This sounds old-fashioned but is better in order to achieve long term loyalty.
Only if the variety of both content and audience is too complex for a human being to
overlook, automated systems with big data are stronger.
Trend 9. Real-time email marketing

Real-time marketing is a marketing concept that has been applied for several years as
part of online PR and the move to greater use of Always-On Marketing, as explained for
example by David Meerman-Scott and this article13 by commentator Katy Howell of agency
Immediate Future.
3. List Growth
With improved integration of data about how customers interact with product and content
online and email databases, more relevant merchandising can be provided through email. In
2014 we saw more email system vendors and consultants recommending this approach to
deliver more contextual emails.
Heres a retail example from France provided by Email marketing expert Bruno Florence
which shows how real-time merchandising which is commonly delivered through web
commerce management can also be delivered by email when systems are integrated, Bruno
explains:
13
23
Smart Insights: Benefits of Real Time marketing

4. Multichannel
This email from Laredoute combine dynamic customization and trigger marketing.
This email is triggered daily (D) in the morning after a deep or long visit (D-1) on Web
pages of a set of specific theme. This email retargeting client is in the top 5 of automatic
campaign for the revenue. Its content mixes most viewed products by the client or most
viewed product by category, best sale item or best rated product.
1. Email Design
2. Targeting
3. List Growth
14
24
Source: Real Time Email

4. Multichannel
Time-limited offers can also be shown through timers or tickers. The example on the next
page and these others14 shows the use of countdowns which are known to work well on
websites.
1. Email Design
2. Targeting
3. List Growth
Im not seeing a big trend to putting in real time timers and the like. Ive seen some
brands try them, theyre kind of novel and worth playing with from time to time but I dont
count is as big news. Real time relevant content, such as products, using live images
and based on geography or profile is more beneficial but that just comes back the
original point, its not more creative emails, its more relevant email.
Trend 10. Location-specific

In their Simpler Marketing guide Pure360 say:
Location demographics allows you to refer to events, landmarks or stores which are
most relevant to a specific segment of users. As well as being highly relevant to users
this can also help to drive footfall to your offline stores.
Here is an example for a new store opening.
25

4. Multichannel
However, Tim Watson, consultant at Zettasphere, doesnt see this as particularly groundbreaking.
1. Email Design
2. Targeting
3. List Growth
Trend 11. Integrating different systems

Sending Abandoned Shopping Carts emails is a common practice amongst retailers.
Integrating these reminders into the newsletter is a less common approach, since it is
technically more difficult to integrate this type of data. This example from eBags shows a
more integrated experience with Your Cart integrated into the newsletter.
Commentator Jordie van Rijn comments:

Im hoping that more senders will pick up this nifty technique, why not integrate the you left
something in your basket into the normal newsletter?
For more about what others are saying about email in 2015, is in this overview about the
future of email marketing.
Integrating promotional codes into emails are another example of integration encouraging
multichannel sales.
26

4. Multichannel
Further examples and resources

We hope you have found the examples and techniques in this report interesting and inspiring!
1. Email Design
Do let us know any comments to @SmartInsights or https://www.facebook.com/

smartinsights. In the meantime, here are some further resources to take your email marketing
to the next level.
2. Targeting
Smart Insights Expert member Email marketing advice

We have grouped our member resources on our Email marketing hub page. If youre
serious about improving your Email marketing we recommend our in-depth 7 Steps guide
to Email marketing which shows how to develop an email strategy and gives tips on making
your emails more effective. Other resources for Expert members include:
Email marketing effectiveness audit spreadsheet
Email campaign calculator spreadsheet
Email contact strategy template
Pure360 Resources
Simplified series of best practice guides
3. List Growth
Case studies
Articles
Example galleries of real-time emails

Real Time Email example
Movable Ink Examples
Live currency and weather
Pure360 Email Examples Pinterest board
Really Good Emails
27

4. Multichannel
Email newsletter examples

Email Marketing Trends 2015 Smart Insights

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Email Trends 2015: A Visual Guide

10 Email marketing experts give their views

Email Trends 2015: A Visual Guide

10 Email marketing Experts give their

Introduction. Email marketing: still worth taking seriously................ 3

One. Email Design (Creative)................................................................. 8

How is this guide structured?.................................................................................................4

Trend 4. Dynamic customization..........................................................................................16

Three. List Growth and management.................................................. 20

Four. Multichannel integration............................................................. 24

Email Trends 2015: A Visual Guide

Two. Targeting to create more contextual emails.............................. 16

Email marketing: still worth taking seriously

Custora Ecommerce Pulse

How is this guide structured?

Email Trends 2015: A Visual Guide

A Big Thank you to our contributors

Bruno Florence , France, Email marketing expert.

Matthew Evans, UK, Creative Developer, Pure360.

Elliot Ross, UK, Managing Director of specialist email agency ActionRocket.

Email Trends 2015: A Visual Guide

About Smart Insights

Email marketing effectiveness audit spreadsheet

Smart Insights Expert member Email marketing advice

See these 10 reasons why Expert members use our resources

Email contact strategy template

About the author

Dr Dave Chaffey is CEO and co-founder of digital marketing management

Email Trends 2015: A Visual Guide

About Pure360 - the report Sponsors

Email Trends 2015: A Visual Guide

Pure360 improving results together

Email Design (Creative)

Litmus: The science of Email clicks

Elliot Ross, sees the trend this way:

Email Trends 2015: A Visual Guide

Email Trends 2015: A Visual Guide

Elliot rightly has a mini-rant against out-moded best-practice ideas he says:

Themeforest email template examples

Email Trends 2015: A Visual Guide

Trend 2. Using animations

Litmus: A guide to Animated GIFs in email

Email Trends 2015: A Visual Guide

Email Trends 2015: A Visual Guide

Email Trends 2015: A Visual Guide

Trend 3. Using video in email

Email Trends 2015: A Visual Guide

Targeting to create more contextual emails

Trend 4. Dynamic customization

Trend 5. Predictive Intelligence

Email Trends 2015: A Visual Guide

Email examples: Booking.com

Email Trends 2015: A Visual Guide

Apteco: P&O Ferries case example

Email Trends 2015: A Visual Guide

Email Trends 2015: A Visual Guide

List Growth and management

Trend 6. More use of pop-up boxes for list growth

Smart Insights: Lucky Voice example

Email Trends 2015: A Visual Guide

Trend 7. Use of social media for growing lists

Jeff Bullas: 10 Facebook Contests that Captured 10,000 Emails

Email Trends 2015: A Visual Guide

Trend 8. Changes to use of double opt-in