email marketing trends & best practices for 2011
DESCRIPTION
In this presentation I outline what the email marketing trends and best practices are for 2011TRANSCRIPT
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Email Trends & Best Practices for 2011Tamara Gielen - @tamaragielen
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Quick Introduction
www.b2bemailmarketing.comwww.emailmarketersclub.com
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
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
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Brands I’ve worked with
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Today’s Email Marketing Challenges
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Challenge #1: New communications channels
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Challenge #2:Portable inboxes
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Challenge #3:Inbox overload
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Challenge #4:ISPs facilitate inbox management
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Challenge #4:ISPs facilitate inbox management
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
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
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
Challenge #6: Facebook launches a new messaging platform
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
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
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Does that mean email is dead?
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“58% of people start their online day by reading emails ”
– ExactTarget’s Email X-Factor Study, 2010
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“ the dominance of email activity on mobile devices increased from 37.4% to 41.6% of US mobile Internet time”
- The Nielsen Company
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Click icon to add picture
Subscribers consistenly spend more!
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Email will evolve
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© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]
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
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9 Best Practices for 2011 and beyond
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Spray and pray is dead!
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Get to know your subscribers!
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Click icon to add picture
Build subscriber personas!
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relevance
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Automate as much as you can!
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Click icon to add picture
Integrate email with social!
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Target social media users with exclusive content and ask them to share it
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Content is key!
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TEST, TEST, TEST!
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Some useful resources
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www.b2bemailmarketing.com
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www.emailmarketersclub.com
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Download the slides & this very handypre-launchemail checklist:
www.tamaragielen.be/emailforum.html
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Questions?Tamara GielenEmail Marketing & eCRM consultant
[email protected] 0477 666 930 www.tamaragielen.com / www.tamaragielen.be
http://be.linkedin.com/in/tamaragielen http://twitter.com/tamaragielen