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

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Email Marketing Trends & Best Practices for 2011

  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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