Online marketing bloggers and analysts like to say that email marketing is dying or already dead, especially with newer technology like text messaging or even more direct private messaging in the form of Facebook, LinkedIn, or Twitter.
However, nearly all businesses still choose to use email marketing and with new services like MovableInk making email dynamic and timely, but as mail design professionals, we think the idea of email marketing is dying is bunk.
In fact, in 2012 there are email marketing best practices that your business can use right now in order to see new leads, higher ROI, and a successful email marketing campaign.
These are the mail design professional’s top five trends in email marketing currently. Happy emailing!
1. Live Data in Email
Speaking of MovableInk, the prospect of live data is starting to become one of the hottest trends in email marketing. What exactly does it mean? MovableInk, and other services that are already popping up, take your data and make it “live” in the email. For example, if you’re an online retailer with a time sensitive sale going on, the countdown for that sale is live in the email as well as any of the stock that is for sale. In fact, users can even shop within the email if they so choose.
Another way businesses can use live data is geolocation, allowing interactive maps to be embedded into their emails or if you provide analytics to your customers, an overview of their account can be sent out. The possibilities from here are near endless and will soon be a staple of any email campaign.
2. Mobile-Friendly (Responsive) Email Marketing
By the end of 2012, more people will be reading emails on a mobile device than on a desktop or on webmail.
- Returnpath.net
Email marketing best practices are going to benefit further from the exploding rise of smartphones. In fact, most businesses have shifted the focus of their email layout to better suit mobile screens since a majority of people are now checking their email while on-the-go. That also means the design elements used to create an email needs to change and, as a result,
many mail design professionals have shifted to simple HTML or HTML5.
3. Useful Content Marketing
All the rage these days is content marketing and it will only continue to grow as online marketing shifts to a main focus for most businesses. This also includes adding meaningful content to an email marketing campaign, not just marketing fluff and meaningless Calls-to-Action. People want to be informed, entertained, and (hopefully) be able to share things they’re sent or find.
4. Customized Email Experiences
Companies that excel at lead nurturing generate 50% more sales-ready leads.
MarketingProfs talks all about the trending and hot topic of Customer Relationship Management (CRM) and how new software is making it easier for mail design professionals to customize email. Email marketing best practices mean “Personalization 2.0,” and allowing emails be segmented into different demographics with customized content of the next level. Personal website usage, analytics, and purchase history are all musts in your next campaign.
Another type of customized email experience is lead nurturing, This is the process of developing that relationship with your potential customer by sending targeted, relevant, and valuable messages to them in a timely manner. Companies that excel at lead nurturing generate 50% more sales-ready leads.
5. Not Sounding Like an Autobot
Businesses are continuing to become less about the professional jargon in marketing emails and more about a casual, friendly tone. This also means sending emails that are sociable, such as thanking a user for subscribing to your email or giving them friendly reminders that they’re still subscribed to you, or asking (politely!) to take that survey.
If you need more inspiration, check out this infographic that explains how to develop an intelligent email marketing strategy that drives conversions:
