Weekly Email Marketing News Digest: The Integration of Email, Social and Mobile. And let’s not forget about DMARC.
One of the biggest tech news this week has to be the phenomenal rise of Netflix’s stock price to more than 40% since Wednesday. Some have called it the triumph of legacy media over new media – Netflix’s international subscribers grew by 229% last year and the company gained 2 million domestic subscribers. Just as reports of the demise of big entertainment are greatly exaggerated, so too are those that predict the end of email. In the world today, it’s no longer about marketing in winning silos, but integration and convergence.
And it’s also about listening to your customers.
Note: This email was automatically generated from a mailbox that is not monitored.
Looks familiar? We’ve probably all seen this at some point in our inbox. Most likely, it’s a transactional email that companies send with your personal information included to remind you of a flight you booked or money you withdrew. In some sense it’s a highly personal email. On the other hand, it’s become incredibly impersonal for something that contains such delicate personal information.
Having a no-reply email means a missed opportunity for marketers to connect with customers that want to reach them. It’s like telling them to talk to the hand. Do that, and you could be losing some serious upsell opportunity.
We’ve seen a great example from Bonobos on how the company is using an innovative tactic to integrate email and social. Here are 5 other things a business can do:
1. Sharing email content into social streams.
2. Email acquisition via social channels.
3. Socializing email content.
4. Using social sign-in for account registration/opt-in.
5. Social CRM.
Personalization was big news in 2012, and it continues to be big news in 2013. You know what else is key? Email and mobile integration. Julia Rieger, Director of Marketing, LiveIntent says:
“Along with the rise of ‘Smartphones’ has come a resurgence of email as the primary tool for information exchange. The first thing that most people set up on a new Smartphone is going to be their email accounts.
As the email address continues to gain in importance as the unique identifier necessary for joining and using services like Facebook, Twitter and Instagram, former detractors will come to realize that email isn’t something to fix, it’s something to leverage to create greater engagement.
Beyond its messaging applications, email addresses retain their position as unique identifiers and database primary keys and as such key ingredients for ‘big data’ and CRM.”
We agree and we’d go one step further to declare that a marketer who is going to be a runaway success is one that integrates email, mobile and social into one seamless messaging stream.
A study has found that 50% of marketers are planning to optimize email campaigns for the mobile experience. Their plans include developing a rich-text mobile version (36%), promoting mobile apps (21%), and optimizing email dimensions (18%). Other findings:
• 71.5% of marketers are inviting subscribers to fill in surveys through email. 25% of these surveys are opt-out surveys, where marketers try to glean some info on why these customers are unsubscribing.
• More than 52% of marketers have used gifs in their campaign and the report states that gifs are a good way to attract attention.
• 21% of marketers use symbols in subject lines – a study has found that it could increase open rate by more than 15%.
• When it comes to social integration, Facebook (98%) is the number one platform, followed by Twitter (91%) and YouTube (45%).
For those of you not in the know, DMARC was created by a group of companies, including our partner, Return Path, to set certain standards to reduce online security threats such as phishing. As our Chief Revenue Officer, Ralph Lentz notes:
“If you’re a bank, retailer, publisher or any kind of brand, do you want your email to be the only message in your customer’s inbox not flagged as DMARC-secure?”
While the speed of adoption by the industry may be in a grey area, adoption by the email community has been rapid. As of now, it is an email marketing best practice, but in a few months, it might not even be a choice for marketers, as all the leading gatekeepers such as Google, Microsoft and Yahoo are already on board.
Is your company’s email DMARC secure? Are you effectively integrating social, mobile and email? We’d love to hear from you in the comments section!