Last week our Production Manager and resident Email Marketing guru, Bryn Tyler, attended the Email Innovations Summit at the Rio Hotel & Casino in Las Vegas. This new conference series was a perfect opportunity to gauge how HMA measures up within the industry, as well as keep up-to-date with the latest trends.

We are happy to report that what we are already doing as a company (rigorous testing, personalization, animation), was reinforced in full-force during those 3 days in Sin City. Of the topics covered, here is the rundown of email marketing trends.

  1. Email is Not Dead, & It Doesn’t Have to be Pesky Either

We all know email is a powerful method of communication. BUT, email is only a powerful communication method when you are sending the right emails to the right people. Focus your strategy on consumers who have a noted interest in your brand and have demonstrated that they want to receive communication that is relevant to their interests and needs.

  1. Tackling the Animation Animal

Video and animation within an email has shown to increase read rate, increase click-throughs and increase time spent engaging. However, not all email programs can play video without a landing page. So, jumping headfirst into video within an email is a no-go. Cinemagraphs are a great way of bringing emails to life and they render correctly across more email service platforms.

  1. Let’s Get Personal

Personalization doesn’t just apply to correct salutations, it extends to sending content that appeals to the user’s interests and engagement history. Getting personal is great, but there is nothing worse than receiving an email personalized with the wrong name or spelling! Such a poor impression is made that it is better not to address emails personally if inaccurate or complex data collection allows room for error.

Customer expectations are moving away from just wanting to know about a product, to how that product fits into their lives. The basic ingredients for customer oriented user experience are Strategy, Data, Content and Technology. When possible, extending personalization to fit the demonstrated interests and lifestyle elements of the user, is a key step for creating a memorable email experience. Also an important part of personalization is subject lines, which we cover in our how-to guide!

One of our takeaways from the Email Innovation Summit is that it pays to have data, marketing and creative minds all under the same roof—as we do at HMA. This has allowed us to stay ahead of the email marketing curve in the areas of user experience, creative design, data integration and more.

Until next time, Las Vegas!