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Email marketing

Email Marketing: Will Those Shape-Shifting Aliens Take Over?

In case you have not already heard the rumors on Facebook, LinkedIn, or Twitter, email is like totally DOA, TTFN, CU-L8R! The rising popularity of more accessible technology like texting and social networking, and the continuing misuse of email by malicious spammers, has left lowly email looking like a sorry extra on “The Walking Dead.”

If you agree with what I (any many others) just said, it could be that you fall in the 12-17 year old bracket — from whom email usage has declined significantly in the last 2 years.

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Top Ten Marketing Trends for 2012

I recently gave a presentation to an MBA class at the Simon School of the University of Rochester. I told the students that this was the most exciting time in my lifetime as a marketer. And I wasn’t just blowing hot air — I really believe it. If you look at my top marketing trends for 2011, several have changed significantly and this is exactly why marketing is so much fun; there’s a lot happening and it’s keeping us on our toes.

So here’s what I see in store for 2012:

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Email Best Practices – Ladder of Consent

It’s no secret that email best practices suggest that the higher your program can be within the ‘Ladder of Consent’ then the more compliant your program will be to best practices and the better your results will be; however, there are several factors that come in to play that need to be considered. Take a look at the Ladder:

The Ladder of Consent:

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Email Best Practices – Creative Design Top 10 List

The SIGMA task force who explored email best practices also spent some time on creative email design and the need-to-know information surrounding effective campaign creative. Email creative design is subjective; however, there are certain rules that if followed will more than likely improve the overall success of your campaign. Here are 10 rules to follow when designing email creative:

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Where Is Print in Your Multi-Channel Marketing?

Print has gotten a bad rap lately as an option within the multi-channel marketing mix. Budgets are reviewed and everyone takes a look at the costs of printing and mailing and gets out their red pencils – or at least the red slash icon on the document tool bar! And postage costs – Oh my, how archaic! By not being able to contact all customers, you are missing a very large segment and basically choosing not to communicate with over 70% of your customer base.

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Best Practices for Plain Text Emails

One thing that many email marketers don’t pay much attention to is the plain-text version of an email campaign. Plain text versions are critical because many ISPs and company email filters strip away HTML components (including HTML text), potentially leaving the rendered email full of holes. If your audience does not have the patience to download the HTML, or the patience to download the image before the email gets deleted, you have lost your opportunity.

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Don’t Stop at Just One. Multiple Email Waves Generate Significant Response Lifts.

In the years since email has over-shadowed direct mail to reach marketing objectives, we have helped clients deploy hundreds of campaigns from event invites to periodic customer newsletters for acquisition and retention and everything in between. As you would expect, the performance of email campaigns can range significantly. Some of the contributing factors for the performance differences have been customers vs. prospects, contact’s level of consent, type of campaign, solicit vs. nurture and level of offer.

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The Truth About B2B Email Campaigns. Contacts Verses Responses.

At SIGMA, we discovered a few truths in examining ways to improve the ROI of email campaigns for our clients. We thought sharing this info might be of use to those out there trying to run successful email marketing campaigns.

The first truth is that the objectives of our lead generation email campaigns are to elicit a response, and then develop leads into a company.

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Email Design: Show AND Tell

I found some interesting test results presented by MarketingExperiments, an internet-based research lab. They did a side-by-side test of an all-copy email vs. an almost all-image email to see which would perform best. The long-standing control was the copy-only email and it had been wordsmithed quite a bit with time and testing. The MarketingExperiments team hypothesized that holding a newspaper in your hands and reading it was a physical experience (not a cerebral one), and showing the actual paper might prove more attractive.

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Email Marketing Experts Expose All (Well, Great Tips Anyway)

Whether you’ve dabbled in the email marketing space, or you are proven expert, this supplement include page after page of tips and trick, insights and things to think about to make your email campaigns even more successful. I’ve been doing email marketing for years, and recognize that the industry and technologies are always evolving.
Here are some of my favorite snippets form the DMNews Email-Marketing Guide 2010.

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