As email marketing becomes increasingly popular in 2011, successful email sends are beginning to integrate into broader marketing campaigns. The importance of email marketing as an independent channel has been proven by impressive conversion rates and the growing appreciate for opt-in offers. As consumers seek to connect with brands through multiple channels, email is well positioned to help integrate larger marketing efforts.
Looking beyond an individual email send, successful email marketing practices for 2011 will extend the appreciation for messaging as a way to better connect with customers and prospects. By integrating on-site, social and analytics customization you can take your email marketing campaign to an entirely new level this year:
Keep Ahead of Email Technology and Usage Trends
Consumer inboxes are rapidly changing as a result of improved technology and the ubiquity of Internet access. Studies have shown that wireless and mobile access to email has made inboxes one of the most important starting points for a consumer’s day. Integration of email as primary functions on iPhone and Android mobile devices has made remote access even more prominent. The rapid flow of messaging for consumers has made it even more important to have original, streamlined messaging strategies to effectively communicate offers.
Standing out in a fast moving email world requires understanding how you can reach users who are limited in time. Giving recipients multiple options for viewing messages through mobile and text devices, with full linkage to complete landing pages on site, can provide a clear way to connect more effectively. Evaluating your content, graphical and offer strategy relative to the time preferences of your subscriber base can further help to keep you ahead of the technology curve.
Integrate Social Sharing Channels
Allowing people to share, save and participate in brand messaging today is crucial to the success of your campaigns. Simple adjustments such as allowing sharing through Facebook and Twitter can play important roles in setting up micro-conversions before the sale. These social mechanisms can also further amplify your message to a new audience. Successful social email campaigns take an interactive approach with polls,
Customize Your Approach to Email Analytics
Tracking all of the outbound links and user engagement points in your email messages is essential to understanding user behavior. In 2011, full email analytics will become a core part of the toolset for any successful email marketer.
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