2017 State of Email: What we Can Expect in the New Year
Entering 2017, email continues to thrive while sustaining a long transformation that it has been undergoing for quite some times – literally decades. Throughout 2016, email solidified its place in a world where users use many communications app simultaneously. Email is and continues to be the record of identity for transactions. Apps use email to reset accounts and services send the most important notifications through email. Furthermore, email is the only widely used cross-platform communication protocol that is free from proprietary control. This open nature is why email continues to thrive. With 2017, we’ll likely see these major trends around email continue:
Move to Transactional.
Email has had a long life – 45 years and counting – and during that time, the nature of its primary role has changed. For a time, email was the dominant form of personal communication over the internet. As other messaging platforms have become more predominant in personal communications, email has transformed to being the system of record. Indeed it is an email address that often underlies the user’s authentication & account recovery methods of the newer communication mediums.
With email standing behind most new internet services & account types, email continues to be one of the best ways that apps and services can reach out to users to engage and activate them. With this, email continues to be the foundation of many growth programs.
Becoming Phishing Proof.
Since email is how apps and services authenticate users around account changes, it is absolutely important that email continue its development to becoming phishing proof. Public cases in 2017 have shown how sophisticated attackers have gotten using email and the damage they can do. Email providers like Google and Microsoft achieved major milestones around DMARC during 2016. When “DMARC reject policies” are finally deployed by these and other providers, email will have gone a long way from taking the onus off the user to know when to trust a message.
Today’s users have many communications apps or services. While email has a well earned place here, it is not the only way that apps and services communicate with users. Apps continue to experiment with and see what is the best mix of notification types. In 2017, we’ll see apps get even smarter about notifications, where beyond sending the right message at the right time, they’ll also send on the right medium at that time.
If 2017 is like the years before it, users will receive & send many more messages than they did in 2016. When these messages are done smartly, they provide users with options and control of their communications.
– Josh Aberant
Thoughts on the 2017 State of Email? Drop us a line below.