Consumers make purchasing decisions based upon a wide set of criteria today. Email has emerged as a primary channel for uniting various marketing campaigns. As we head into the spring of 2010, there are a number of trends emerging. The primary trends related to an increased return from email marketing directly to consumer or businesses.
This year, email is no longer a static medium. Instead, it is becoming an entirely social channel with sharing, interactions, feedback and unique platforms. We see new options coming from Google, Microsoft and Facebook. These new interfaces have opened up the technical potential of email to new opportunities. While email is no longer a “new” medium, the technology, reach and messages continue to evolve to meet emerging market trends.
We have built out our entire email marketing platform around the idea of deep analytics into consumer insights. When consumers are faced with countless marketing messages each day, understanding their motivations, interests and responses is more important than ever. Understanding what drives conversions is important for marketers. According to a study from Marketing Sherpa, over 51% of business services firms and 39% of retailers increased their email marketing budget from 2009 to 2010.
Actions on the part of consumers can provide further insights into how the industry is evolving in 2010. While consumers receive more email than ever before, they also know to expect solid deals and offers from trusted companies through the medium. Therefore, companies that build up trust in their brands have more opportunities to realize conversion and branding goals.
Brands are investing more heavily in building up organic email lists, integrating mail capture into lead generation, branding and offline campaigns in order to build up their base. Email can help identify, nurture and build up a base of brand influences, who are outspoken advocates for your brand, offers and new products. By coming to identify who these key consumers are, email channels become a viral chain. Building on this momentum you can help your campaigns achieve higher conversion rates on a regular basis.
Key Email Marketing Trends in 2010
Long gone are the days of static text-based email messages. In 2010, rich media is becoming a reality. With stylized HTML emails including graphics, embedded videos and integrated landing pages. When competing for consumers’ attention you can mix up the messages, presentation and offers within an email in order to more effectively target your core audience. Offering consumers choice in terms of text or rich media emails can also make it easier to ensure high delivery rates. This also provides a branding boost for professional quality design standards.
The quality and nature of your emails should be tied into social sharing, providing an opportunity for users to share your messages, newsletters and offers via sites such as Facebook. While building up an organic email marketing base, companies are actively looking for ways to make their offers more accessible. Personalizing offers based upon location, season and industry types can make users more inclined to interact and share your brand messages.
While consumers previously expected a direct one time offer in emails, in 2010 many brands are actively re-targeting consumers based upon purchase decisions, stated interest and potentially compatible offers. When it comes to emerging trends in email marketing in 2010, it pays to focus on opportunities to reach consumers in a more personalized manner.
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