Seven e-mail marketing challenges and five e-mail marketing trends


According to Dave Chaffey of Smart Insights, there are 5 important e-mail marketing trends to be aware of for 2011.

In a new post, he starts off by listing 7 challenges for e-mail marketers this year: relevance, sharable engaging content, integration with social media marketing, adapting e-mail to be a conversation, testing and tracking, changing regulations and designing e-mails for mobile devices.

Dave then moves on to list his big five trends:

Decide how e-mail best creates value for you in 2011

Do you understand really how e-mail marketing is providing value to your company? CTRs are not the only important metric you should be tracking. What kind of offers work best for the different types of audience you have via social and e-mail?

Revisit your contact strategy

It's a good time (early in the year) to review and revise your contact strategies involving frequency. Do you have a contact strategy or are you just doing it all willy nilly? In fact, has your whole e-mail marketing strategy just kind of evolved/happened? How often do you review it? If you answered "yes" to the first question and "never" to the second then I would gently suggest that it's something you should be doing.

Integrate engaging social content into your e-mail marketing

You can make e-mail marketing more engaging by making it social. Dave offers some simple examples:

  • Promotions within social media
  • Reviews and ratings of products
  • Most popular, most commented content from your blog
  • Polls, surveys and discussions

Use a blog to integrate your e-mail and act as a hub for your e-mail customer interactions

As Dave has been saying for some time, a blog is the hub of your online presence. It's absolutely key for any company trying to promote itself online and via social channels. It's not just about the SEO value to your site from a blog, but also about being a common destination for all your channels.

A blog is the proverbial lemonade stand at the end of the dusty road of knowledge seeking. If your blog doesn't have an answer to just about every question a client may have in mind, then it needs work. When someone lands on your blog they should have a bit of that "you've come to the right place" feeling.

Use more triggered and event driven behavioral e-mails

Use the tools and services to set up integrated, event-driven and triggered e-mails. This can be extremely effective at increasing relevance and driving leads and conversions but most of all it's key in a customer-centric integrated interactive marketing strategy.

As Dave Chaffey, who is one of the keynote speakers at this year's Fusion Marketing Experience in Brussels, that is sponsored by Selligent (check out all the events where you can meet us), saw as a challenge: adapt e-mail to be a conversation. Make it a cross-channel one.

Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  

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