Although e-mail was one of the earliest features on the Internet and thus has reached a respectable age, the grind is far from over. There are increasing opportunities to make messages more enticing to the recipient and new ways to increase conversion. The smart use of data plays an important role in this.
During the Ternair MasterClass, Jordie van Rijn of emailmonday talked about the current and future possibilities of email marketing and marketing automation. A good number of his recommendations and insights publishers can apply immediately.
New possibilities and the future of email
Jordie van Rijn showed a number of interesting techniques that are just now available or will soon be available and that you will see more often. Not everything is widely applicable yet, but that gives marketers the space to explore and experiment with them.
BIMI
BIMI (Brand Indicators for Message Identification) makes it possible to display a logo next to the message in the inbox. This makes it immediately clear to the recipient who the mail is from, and makes it easier to find the message in the daily mail stream. Moreover, there is an authentication technique behind it: others cannot simply impersonate a sender by hijacking a logo, as it only works if the technical settings are correct and the mail is authenticated (and sent from a trusted place).
AMP for Email
AMP for Email makes it possible to make email messages interactive. For example, the recipient can browse through a number of categories and indicate which product they are interested in, the date for a service appointment or express an opinion in a poll or quiz. 
This example shows that you can refresh an offer or part of the content in the inbox.
All interactivity is performed within the inbox, so the recipient does not have to click through to a landing page. The AMP for email technology is already supported by a number of email programs, including Gmail. It is possible to experiment with it already. Programs that can't handle it simply show the message the familiar forms - plain text or HTML - and ignore the additional AMP version so the email is always readable.
Publishers deploying email marketing are finding that more and more subscribers are reading their email on mobile devices, such as cell phones and tablets. By now, you can expect half or more of emails to be read on mobile. Even in the business market the trend is clear: less on desktop or laptop, more on smartphones and tablets.So your messages need to work well on mobile (including landing pages etc). But that is not the same as optimization. If you want more results then making it look good on mobile is not enough. For any device you can optimize for clicks and conversion. You do that by experimenting, for example with where illustrations show up on smaller screens, by using responsive templates.Thanks to the boom in audiobooks recently, no publisher will be surprised that speech is becoming increasingly important. Make sure your emails work well in conjunction with techniques such as pre-reading software (text to speech). Speech interfaces like Siri, Alexia and Google Assistant are becoming more widely used and the number of smart devices, and cars that support voice control is increasing. It is expected that by 2020 is one million Dutch households will have a smart speaker in their home.
Source: email segmentation the art of
