Indulge me for a moment as I walk down the Memory Lane of email trends.
2006: It's a year after Sender Policy Framework moved us forward in sender authentication and a year before the iPhone debuts. On ExactTarget's list of email trends for 2006, at No. 7 is the following: "Email will get more personalized."
2009: A year before the iPad launches, we're talking about the need to personalize emails "to individual recipients based on their needs and behavior."
2012: "Relevance" pops up at No. 4 on a list of 10 email trends. Personalization is at No. 6.
2016: Personalization is one of the usual suspects again in an Econsultancy survey, coming in behind segmentation, list hygiene, and optimizing for mobile but ahead of lifecycle email, dynamic content, and lead nurturing.
2019: We're still talking about personalization–only now it's "hyper-personalization," along with interactive versus kinetic content.
Echolalia in our trend predictions?
It looks to me that our predictions have descended into the condition...