Email Innovation [CHART]

A report from Econsultancy and Adestra offers some insights into how email marketers are innovating.

The survey was conducted among more than 500 in-house marketers and more than 200 agency professionals, most of whom are from the UK. Respondents were asked how they intend to innovate with email this year.

The most popular answers were consistent among both in-house and agency respondents:

• #1: More creative uses of behavioral triggers;
• #2: Greater use of dynamic elements (video content, GIFs, countdown clocks etc.); and
• #3: Using automation to enable one-to-one communication.

The clear objective here, as the report’s analysts note, is to make inboxes more engaging. This is especially important given that a long trend towards higher open rates has been mitigated by an equally long trend towards lower click rates. Read the rest at MarketingCharts.com.