Email marketing trends
Despite over flooded inboxes
due to increased volume of spam, no marketer could
ignore the value and importance of email in their
overall marketing program. Following are some
email marketing trends for this year:
Full-time email marketing managers
Email marketing is no more a
simple mail-sending task. It requires a lot of
dedicated activities including privacy and opt-in
policies, design and content development, centralized
email database management, vendor selection and
management, delivery improvement, legal compliance,
frequency management, segmentation strategies,
list management, reporting, corporate email strategy
and more; thus, full-time email marketing managers
are being hired by comapnies.
Email delivery challenge
Making your email reach the
mailbox of your prospect is a challenge and a
lot of best practices, authentication processes,
accreditation and reputation technologies, and
resources go into it. Getting your email delivered
requires expertise and a lot of resources. Delivery
challenges will affect those companies that do
little and don’t or can’t allocate
the appropriate resources to delivery.
Merging of corporate databases
and CRM
Most companies are directly
integrating all email campaigns responses with
their CRM application. This will result in a more
personalized and segmented approach across all
marketing activities.
Use of advanced email technology
features
Serious email marketers are
using hi-tech tracking and monitoring features
to know the exact response rate, click-through
rates, conversion rates, open rates, bounce rates,
etc. They are hiring professional services for
web analytics and taking the response tracking
to a higher level.
Spam-proof and effective design
With millions of spammers flooding
our mailboxes, it requires a lot of hard work
and meticulous effort to generate a message that
will get delivered, surpass the competition, and
would not be considered as spam. The design should
also stand out so that the recipient opens it
and takes action. There are innumerable design
challenges that need to be taken care of to keep
the mail from getting filtered.
Email marketing complements
overall marketing plans
Due to the highly measurable
nature, and penetrated and targeted reach of email
marketing, serious marketers are making it a part
of their overall marketing strategies and running
multi-channel direct marketing campaigns, that
have been providing better results.
Increasing demand for outsourcing
due to resource constraints
An email campaign today needs
experts which include – web designer, content
designer, marketing channel expert, database manager,
campaign analyst, etc. Having all of these in-house
is not possible even for big companies, and so
outsourcing to agencies that have many experts
in each field is becoming a common practice.
List quality – the key
to success The deciding factor for the
success of any marketing campaign is the quality
and integrity of the business prospects list used.
Companies that do not keep their prospects details
updated are facing problems in using their list
for effective campaigning. Many companies are
using the services of database builders and appenders
to update/add contacts to their in-house databases.
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