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Now that we have a greater idea of how email works and how email differs from web pages, let's talk for a few minutes about the future of email. One big change already happening is the integration of social media with email. Companies that deliver email have started to integrate social media into email marketing. You can see, for example, how people on your list interact with email, Facebook, Twitter, and other channels. MailChimp and HubSpot are two companies combining email marketing with social media marketing. Once HTML email software uses the latest web browser software to display HTML and CSS, the next big leap will be in typography.
Web fonts allow web pages to show fonts that are not part of the core fonts included with web browsers. For example, TypeKit allows you to put fonts into your web pages that used to be limited to print publications. In the future, this font capability also should be available in HTML email. Another future trend has to do with video and email. Today you can send video in some email software; for example, Mac Mail will display video. Later in this course, we'll explore a particular solution for displaying video in email.
This article at Campaign Monitor, for example, tests out all the different email software and their ability to display video. In the future, all of these email clients should be able to display video. While HTML email is somewhat limited today compared with web browsers, in the near future the two media will begin to converge. Email will still be popular for its asynchronicity: you can read email when you want, and email is ease of use.
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