When considering your email marketing plans for 2012, it is important to recognise the key drivers of your success in 2011. Recognise what you did well, but also what you did wrong. Comparing last year’s revenue per email against your expanding channels in the marketing list could be useful in seeing which channel had the highest ROI.
So what are the most recent trends as we approach a new year for email marketing?
When considering subscribers and the lifecycle marketing approach, the most critical time for interaction is throughout dispatch of the first few emails. Generic ‘welcome’ emails that are stuck into an email rotary system will not be enough in today’s game. Email marketing experts need to devise plans that will get the subscriber to do exactly what they want them to. With behavioural and lifestyle targeted emails, it is a good idea to send content to subscribers that is varied, i.e. include social media, testimonials and reviews. This might mean that you expand your message to cover more than one email, which is fine – just don’t overload them with irrelevant email marketing material; provided most of your consumers will find them useful, it’s safe to click send.
Building relations with consumers by humanizing email content through these means can create a more human and personalised tone. With social media remaining a front runner, including user-generated content, customers, employees and testimonials will promote a lighter/friendlier tone.
More important than ever, if your email marketing content isn’t adaptable for email, make 2012 the year you render correctly. Email on a mobile device, or “mobile email” is essentially just a web based inbox accessed via a different platform. These platforms need to be tested so that email marketers can design and ensure the best experience for all consumers across a number of different platforms.
Many believe that 2012 will see the coming together of both social media and the taming of data to create smarter and more diverse campaigns. With social media now a major influence for success in email, consider the effectiveness of collaboration with other channels in comparison.
Whilst integrating social media with email marketing could and undoubtedly will, prove successful for many email marketing specialists, other channels may still be better matched to specific content. If the audience require social media credentials, maybe incorporating an ‘opt in’ option would be a good idea. Don’t intimidate your consumers by over indulging in social icons – this may even act as a deterrent to certain target groups.
To glean the greatest effectiveness, consider that for you, less could be more. There is no obligation to attempt every piece of email marketing advice available. Take on board what works for your organisation; sometimes making small changes will enable you to pinpoint a consumer trend or behaviour previously missed.