3 Email Marketing Predictions for 2011
It's that time again. From the wild to the sublime, predictions about what will unfold over the next 12 months are here. Some predictions set us up for disappointment, like my recurring forecast of the flying car coming to the broad consumer market. Others, like my top three predictions for email marketing in 2011, seem much more reasonable.
1. Social media. Integrating your social media and email marketing efforts will continue to grow in importance. It's been reported that email campaigns that include social media lift success rates by 20 percent.
Quite simply, 2011 will be the year social media extends the reach of email messages to networks of influencers who share your content and endorse you to their network of friends, compelling them to subscribe to your list. This opens up new sales channels in a modern version of a word-of-mouth campaign. It's up to you to be everywhere, on every social network, which leads us to No. 2 on our list.
2. Corporate social identity control. Start by searching for your company name or organization online. What do you find? Make sure you secure a Facebook fan page for your business. After all, it's free and all the cool kids are doing it.
Your Facebook fan page offers an opportunity to repackage what's already been sent out in your emails. Share the link to your Facebook page with your current email subscribers, and suggest they share it with their friends. Maybe even motivate them with a discount if they promote your updates on their own Facebook pages. The result? You'll have a new audience to read your news and potentially add their names to your email contact list to receive additional information, promotions and incentives in their inboxes.
While you’re at it, head over to LinkedIn, another great place to aggregate your contacts and get endorsements from those you’ve done business with.