Years ago, the rise of social media and smartphone usage prompted many marketing professionals to believe email was dying, as consumers’ use of email was uncertain. But fast forward to 2017 and email is stronger than ever.

A recent article by Media Post analyzed a poll by Email on Acid of 3,000 individuals who work in the email industry. Seventy-four percent of respondents said they were planning on spending more money on email in 2017.

In this post, I’ll address the top four categories that email marketers plan to invest in, according to the study.

Improving Relevancy in Real Time

The Email on Acid study found that email marketers were looking to spend the most time and budget on improving the relevance of emails. Looking to expand beyond simple dynamic content and personalization, marketers are striving for that next step, to change the content when each recipient opens an email.

Personalizing emails in real time is a relatively new concept. It can take an already successful program and lift conversion rates even higher. Movable Ink is an example of a company that offers real-time email personalization. Movable Ink’s solution works within the body of the email, as sections are selected to be dynamic.

The example below is from Movember, which is a charity focusing on men’s health. In the email, the actual fundraising percentage (72 percent, in the example) is updated in real time, no matter when the email was actually sent.

The percentage goal...