Email Marketing Trends & Best Practices for 2011

Email Trends & Best Practices for 2011Tamara Gielen - @tamaragielen

Quick Introduction
www.b2bemailmarketing.com
www.emailmarketersclub.com

Email Marketing Serviceswww.tamaragielen.com
Advice, training & coaching
Email strategy
Newsletter, campaign and program audits & optimization
Deliverability support
Campaign management
Design & production of email campaigns
ESP selection

Brands I’ve worked with

Today’s Email Marketing Challenges

Challenge #1: New communications channels

Challenge #2:Portable inboxes

Challenge #3:Inbox overload

Challenge #4:ISPs facilitate inbox management

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

Challenge #6: Facebook launches a new messaging platform

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

Does that mean email is dead?

“58% of people start their online day by reading emails ” – ExactTarget’s Email X-Factor Study, 2010

“ the dominance of email activity on mobile devices increased from 37.4% to 41.6% of US mobile Internet time” - The Nielsen Company

Subscribers consistenly spend more!

Email will evolve

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

9 Best Practices for 2011 and beyond

Spray and pray is dead!

Get to know your subscribers!

Build subscriber personas!

relevance

Automate as much as you can!

Integrate email with social!

Target social media users with exclusive content and ask them to share it

Content is key!

TEST, TEST, TEST!

Some useful resources

www.b2bemailmarketing.com

www.emailmarketersclub.com

Download the slides & this very handypre-launch
email checklist:
www.tamaragielen.be/emailforum.html

Questions?Tamara GielenEmail Marketing & eCRM consultanttamara@tamaragielen.com 0477 666 930 www.tamaragielen.com / www.tamaragielen.behttp://be.linkedin.com/in/tamaragielen http://twitter.com/tamaragielen

http://www.b2bemailmarketing.com	1968
http://www.michael-li.com	286
http://www.tamaragielen.be	215
http://infotechclassroom.blogspot.com	140
http://griffinfarley.typepad.com	130
http://www.albydesigns.com	43
http://posterous.com	41
http://cheetahmail.posterous.com	19
http://emailmarketing.typepad.com	11
http://ilovee-mail.posterous.com	11
http://marcbreidbach.posterous.com	9
http://www.waldeis.de	9
http://simdalom.posterous.com	8
http://www.infotechclassroom.blogspot.com	8
http://peannung.wordpress.com	7
http://www.rfidhut.com	7
http://paper.li	6
http://www.slideshare.net	6
http://nl.tamaragielen.com	5
http://infotechclassroom.blogspot.in	4
http://beta.weebly.com	2
http://www.emailmarketing.typepad.com	2
http://us-w1.rockmelt.com	2
http://www.linkedin.com	1
http://a0.twimg.com	1
http://twitter.com	1
http://brutalmarketing.ru	1
http://www.e-hjemmeside.dk	1
http://www.palabritas.com	1
http://www.btoeducational.it	1
http://xss.yandex.net	1
http://movytec-promos.blogspot.mx	1

Email Marketing Trends & Best Practices for 2011

by Tamara Gielen

Accessibility

Categories

Upload Details

Usage Rights

32 Embeds 2,948

Statistics