Weekly Email Marketing News Digest
Happy New Year readers! And may 2013 be a year of great success and happiness for all!
A brand new year calls for brand new predictions. And an article that is currently trending on LinkedIn is one that can’t be ignored. So without further ado here are:
Independent email marketing consultant, Chad White forsees the following rising to prominence in 2013:
• Mobile-optimized emails
• Event triggered emails
• Video in email
• Pinterest integration and email integration
• Free gift cards
While his predictions appear to be skewed towards the e-commerce industry, his point on mobile mirrors the prediction that Message Systems has made for the year ahead. While you’re reading this prediction, why not skip on to our six email predictions for the B2B world in the new year?
Most marketers agree that the phenomenal rise of mobile is an opportunity that companies need to capitalize on. Instead of mobile app ads that most people click on purely by accident while trying to get rid of it, the article proposes using email newsletters as the new ad space. Ads on newsletters sit naturally beside content that readers take time to absorb. Have a look at how Message Systems incorporates this ideal into our email newsletter to highlight upcoming events and videos. While these items are not the main focus of the newsletter, we certainly think they might pique someone’s interest.
A digital outsourcing survey in 2012 found that 57% of agencies outsourced their work. Technical work was most likely to be outsourced at 66%, while mobile was the most commonly outsourced service at 64%. When looking for a technical partner, the article recommends:
• Getting the internal team right
• Getting the internal systems sorted
• Getting the right technical partner
The survey found that 11% of digital work in email marketing was outsourced.
Here’s our two cents worth – when it comes to outsourcing such work, it is important to ensure that the technical partner chosen has in place an underlying email platform that is able to consolidate disparate systems with a streamlined messaging infrastructure. Having such a solution in place enables them to more effectively reach customers and ensure your communications look unified, are personalized and targeted to customers’ needs.
Here’s your typical love story. Boy meets girl, boy loses girl, boy reconciles with girl. This happens in the real business world too. Businesses get subscribers and lose them too. But wait… is there a chance to win them back in the future?
HubSpot proposes using the opt-out page or communication preference center as a learning opportunity. Use images, videos and surveys. Or change the language – this could be your one chance to win them back. For example, have a look at what Groupon does with its opt-out page. It’s creative, good for a chuckle and might even stay that click on that dreaded confirmation button for unsubscribing.
Eloqua says that their customers in APAC enjoy higher response metrics as compared to American and European counterparts. For example in APAC, best in class click rates are 3.4% versus 1.9% in Europe and 1.2% in North America. Interestingly, North America sent the most email in terms of volume with APAC sending the least. In short, APAC seems to be doing more with less – just like the Relevancy Group’s survey found that email marketers were getting more value out of their clients with in-house email solutions.