New year, new resolutions!

2018 starts with a few small technological and legislative revolutions, which will likely be at the heart of email marketing trends for this year.

Creativity and adaptability are in order!

Here's a look at the top 5 email marketing trends for 2018.

1. Data Privacy: the new rules of the GDPR

Before you embark on new email marketing strategies, you need to know about the new General Data Protection Regulation (GDPR) legislation that goes into effect on May 25, 2018.

This new legislation will transform digital strategies since, for the recipients of your emails, there will be new obligations.

With the implementation of this regulation in Europe, recipients will be able to request modification and access to all data as well as a right to data deletion and right to portability.

On the other hand, senders will need to consider a few important elements that will change the way send an emailing in an email marketing strategy.

First, you need to have a neat database that is synchronized with your IT systems. One must favor the automation of emailings to allow recipients to automatically unsubscribe from the base (with an unsubscribe link in each emailing sent).

It is necessary to give the opportunity, to each individual, to edit, export and delete their data in a simplified way. And, finally, it is necessary to create "black" or opt-out lists to no longer recontact an "unsubscribed" recipient.

With respect to consent, with the new legislation, there will no longer be a distinction between B2C and B2B. Consent for all must be voluntary, active and most importantly, explicit.

The new legislation focuses mainly on the processing of recipients' data and how to obtain the information: prior consent is always required. This therefore changes the way commercial emailings are sent and modifies the strategies for acquiring recipients' data.

The new legislation focuses mainly on the processing of recipients' data and how to obtain the information: prior consent is always required.

2. Video, a "must" for emailing in 2018

The video in an emailing is a trend that has been gaining momentum for a few years now. In 2018 this trend will be stronger than ever.

In this new year, video is going to become indispensable in your communications. The big trend is the ability of iOS10 to support HTML5. A definite advantage for sending promotional videos, especially when 56% of emails are opened from an Apple app.

This element engages recipients with dynamic, emotional content - which can set you apart from competitors.

So don't be surprised if you start getting videos in your inbox!

Meanwhile, animated gifs continue to be a great option for sending didactic, creative and interesting content to recipients.

GIF used by Merci Alfred In its newsletter "Where to work in 2018?"

3. Interactive emails: put some fun in your email body!

Dynamic messages and interaction are a constant demand from recipients. They no longer want simple, boring messages in the inbox.

In this new year, interactions that used to happen on a Landing Page, will now happen directly in the email.

This will contribute to a more direct and simple interaction with the recipients. Here are some ideas for sending a more interactive emailing to your subscribers:

• Include forms in your message, it's easier for your recipient to have the option to reply and send the full form from their inbox. Avoid landing pages, it's a waste of time and interest from your recipients.
• Add a image carousel to your messages to give that "je ne sais quoi" of difference to your emailing. Plus, it's an opportunity to show more than one product in a single message.
• Insert quests with creative design or attractive promotions. This way, you'll get a lot more data about your recipients to send personalized and targeted information. Use animated gifs and humor to grab prospects' attention.

This RedBull France has embedded its Instagram feed in the footer of its newsletter.

4. Artificial intelligence in email marketing

Another very strong trend in email marketing: Artificial Intelligence (AI).

It is expected that in 2018, AI will be accessible for small and medium-sized businesses. In this way, emails, commercial offers and social media content will become more and more tailored to recipients' profiles.

AI will enable more effective email campaigns because it will enable automated improvement of the open rate of emails through the recommendation of new subject lines.

In addition, with this technology, it will be easier to personalize the time of sending emailings according to the recipient's usual behavior, automate A/B tests and make ever more segmented lists.

AI offers many possibilities to send an emailing each time more personalized and efficient!

5. Ultra-customization

The My Little Paris newsletter is known for the diversity of topics covered and their relevance to the needs of female users.

The success of an emailing depends largely on the personalization of the messages.

Currently, the inbox is a battleground (some would say a red ocean) in which brands must differentiate themselves from competitors.

For this reason, in this new year, it is imperative to send personalized messages that will catch the attention of your recipients. You need to pay attention to list segmentation, to send targeted messages based on people's behavior, opinions and desires.

With content tailored to the needs and interests of the recipients, you will strengthen your customer/brand relationship, which will become closer and real. Plus, personalization helps build consumer loyalty and engagement. Opt for various content that interests your audience.

2018 is coming with new trends, in terms of email marketing, that adapt to consumer behaviors.

New legislation, rapidly advancing technologies and varied and creative content are all things to consider when sending a successful email marketing.

Starting from your competitors and making sure you follow these trends for a conversion-rich 2018.

This article was produced with the friendly collaboration of our partner Sarbacane.