Email Marketing Trends & Best Practices for 2011

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

© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – [email protected]

Quick Introduction

www.b2bemailmarketing.comwww.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 #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

Click icon to add picture

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-launchemail checklist:

www.tamaragielen.be/emailforum.html

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

Technology

Email Marketing Trends & Best Practices for 2011