4 E-mail Marketing Trends Taking Shape
Trend #2: Back to Basics
“Like the economy, I think e-mail marketing is broken, and it’s time to hit the reset button,” says Della Penna. Companies that want to see healthy e-mail marketing programs will have to focus on efficiency and effectiveness. That, Della Penna explains, means not blanket mailing inactive addresses, looking for ways to re-engage customers and pruning e-mail files accordingly.
In addition, marketers will be reinvesting time in the development and testing of subject lines to improve open rates. “If you want to get opened, read and clicked on, devote the necessary time and energy to build a robust testing strategy across your various customer segments,” he emphasizes.
And what goes hand in hand with testing is the drive for relevance in marketing messages. “Despite all the talk about using data to create more relevant communications, marketers continue to struggle,” Della Penna finds. “The truth is only 5 [percent] to 7 percent of all the marketers out there are really creating any degree of dynamic content that will make a difference.” He advises marketers work to improve communication within their companies so they can leverage information across the organization to better support customer-facing initiatives.
Trend #3: Trust-Building
Logically, people do business with companies they trust. But why do they trust them? Della Penna says trust builds between a customer and company over time, as the latter makes its actions and intentions transparent to the former. With regard to data collection, a marketer should be conscious of the data it collects and tell customers how it intends to use this information—and then honor that agreement.
Della Penna points to ING Direct as a company that has earned high levels of trust from its customers. “ING Direct has done a fantastic job online. They are always consistent with the way they deal with customers across channels with the theme of, ‘how can we help you save your money.’ In addition, they are very transparent on the Web site itself and often displaying customer survey results. Efforts like that help build a level of trust over time.”