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Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
Email Marketing Trends & Best Practices for 2011
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Email Marketing Trends & Best Practices for 2011

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In this presentation I outline what the email marketing trends and best practices are for 2011

In this presentation I outline what the email marketing trends and best practices are for 2011

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  • 1. Email Trends & Best Practices for 2011 Tamara Gielen - @tamaragielen
  • 2. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Quick Introduction www.b2bemailmarketing.com www.emailmarketersclub.com
  • 3. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Email Marketing Services www.tamaragielen.com • Advice, training & coaching • Email strategy • Newsletter, campaign and program audits & optimization • Deliverability support • Campaign management • Design & production of email campaigns • ESP selection
  • 4. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Brands I’ve worked with
  • 5. Today’s Email Marketing Challenges
  • 6. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #1: New communications channels
  • 7. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #2: Portable inboxes
  • 8. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #3: Inbox overload
  • 9. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #4: ISPs facilitate inbox management
  • 10. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #4: ISPs facilitate inbox management
  • 11. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #5: Deliverability based on engagement • Microsoft will soon start using behavior to determine whether an email will end up in your inbox or your junk folder (according to Return Path) – Message read, then deleted – Message deleted without reading it – Message answered – Frequency of receiving and reading of messages of a certain sender
  • 12. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com Challenge #6: Facebook launches a new messaging platform
  • 13. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com And let’s forget the existing challenges • Image blocking • Spam filters that are getting better and better • HTML doesn’t render consistently • Declining open & click-through rates
  • 14. Does that mean email is dead?
  • 15. “58% of people start their online day by reading emails ” – ExactTarget’s Email X-Factor Study, 2010
  • 16. “ the dominance of email activity on mobile devices increased from 37.4% to 41.6% of US mobile Internet time” - The Nielsen Company
  • 17. Subscribers consistenly spend more!
  • 18. Email will evolve
  • 19. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com What is the future of email? • Email continues to be a very strong commercial channel • “Email” will evolve – as a protocol and as a platform • Marketers are still not very good at email marketing • “Batch & Blast” marketers will see their results go down even further
  • 20. 9 Best Practices for 2011 and beyond
  • 21. Spray and pray is dead!
  • 22. Get to know your subscribers!
  • 23. Build subscriber personas!
  • 24. relevance
  • 25. Automate as much as you can!
  • 26. Integrate email with social!
  • 27. Target social media users with exclusive content and ask them to share it
  • 28. Content is key!
  • 29. TEST, TEST, TEST!
  • 30. Some useful resources
  • 31. www.b2bemailmarketing.com
  • 32. www.emailmarketersclub.com
  • 33. Download the slides & this very handy pre-launch email checklist: www.tamaragielen.be/emailforum.html
  • 34. Questions? Tamara Gielen Email Marketing & eCRM consultant tamara@tamaragielen.com 0477 666 930 www.tamaragielen.com / www.tamaragielen.be http://be.linkedin.com/in/tamaragielen http://twitter.com/tamaragielen

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