There’s been quite a bit of transformation for email in recent years. Technological advancements like HTML5 and the ESPs and marketing clouds vastly advancing their solutions have brought forth
a wave of exciting changes for our beloved channel. Here are five important changes to watch for in 2017:

The journey will become a crucial focus. The industry has been
talking about customer journeys for years, yet many companies haven’t
gone beyond a basic welcome, abandoned cart or reactivation program — which are very brand-focused.  In 2017, brands will better understand every part of the consumer experience, from
in-store behaviors to online behaviors — and not just for email purposes. Customer experience will be the single most important attribute that brands live or die by, and your role as an email
marketer will be to develop programs that touch various parts of a consumer’s journey with your brand. It’ll be all

Article source: http://www.mediapost.com/publications/article/291957/5-ways-email-will-evolve-in-2017.html

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