Email Marketing in 2017: Trends in Asia

Now that almost two-thirds of the year are gone, it can be said that 2017 is more a year of expansion than innovation when it comes to marketing trends in Asia and abroad. Integration and implementation of artificial intelligence are the main highlight, of course, but it isn’t exactly an innovation either because it existed already; it’s just that 2017 took machine learning to a whole new level via active implementation. So how has the year been for email marketing so far and what are the trends that we are seeing now? Let’s find out in the following points.

Deeper Segmentation

Categorization and segmentation based on even the smallest piece of information have been one of the key changes in email marketing this year. It’s time to let older segments like age and gender take a backseat, as browsing habits, buying tendencies, and social media preferences take control of the wheel, steered by AI systems with access to virtually an unending stream of data.


It was found that irrelevant content sent via email is the prime reason as to why more than 50% of people in China unsubscribed from email newsletters and promotions in 2016. In a follow up to the first point of deeper segmentation, 2017 is the time to make those emails as relevant as possible to each and every segment. Fewer emails are being sent to the customers, but what is sent has a higher rate of conversion due to the relevance of the content.

The Concise Email List

Most successful businesses in Asia now use a bulk email checker to verify email addresses, determine deliverability scores, and find new leads. This allows them to streamline the email marketing list to a smaller number of recipients but a much larger number of customers. It’s efficient and it produces the necessary results.

Automated Email

Time is of the essence when it comes to making sales because we all know that human beings are far from being the rational creatures that we like to think we are. Amazon’s suggestive emails, which are auto-generated and sent to a user shortly after a browsing session on the site, have been extremely successful in Asia in 2017 by making use of this simple principle. All these emails contain is a simple list of hot items in the categories which the user was browsing recently.

Mobile First

Earlier, the trend was to make emails accessible via smartphones “as well,” implying that it was a secondary platform. In the last two years, the smartphone has become the number one platform where emails are read and that’s why all emails are being prepared to be compatible with the Android OS and iOS first. It was found that more than 40% of the total users and almost every millennial in China basically sends an email to the bin if they cannot read it properly on their smartphone.

Social Media

Social media marketing is now a must for all businesses, but email marketing is also being linked to these platforms to boost traffic. Your email could be an invitation to attend a live event on Facebook, while an Instagram marketing campaign could be encouraging people to contact your business via email for more information.

As you can see, there have not been many innovations in the field in 2017, but the opportunities and new avenues that were only explored in 2016 are now being mined this year. However, the thing is that these are not only valid for Asia but for most other regions, albeit in varying degrees and forms.