3 Trends to Monitor in Email Delivery
There's a reason, despite repeated predictions, why email marketing isn't dead yet — because it works. Email consistently yields one of the highest returns on investment of any marketing channel, but only when properly executed. Proper execution means keeping on top of the latest trends. So, here are three things to look for:
1. This isn't your father's internet. According to a 2008 survey conducted by MarketingSherpa and Q Interactive, among email recipients who clicked on their provider's "This Is Spam" button, 25 percent did so because they received too much mail from that particular sender. A 2009 Merkle study revealed that 73 percent of respondents who opted out of permission-based email did so because mailings were too frequent. These are signs that overmailing (i.e., list fatigue) isn't only a real problem facing email marketers, it's a fast growing problem.
While many are wondering if social networking means the death of email, the smart marketer will take this opportunity to diversify the message streams they use to get information to clients, customers and prospects.
According to The Nielsen Company, 31 percent of Americans owned smartphones at the beginning of this year, and 43 percent of those users have mobile apps, according to a September 2010 report from the Pew Research Center. Time-sensitive communications might be sent via SMS, while short, routine messages may be sent via a social networking site, leaving email for more important communications. Email isn't likely to die any time soon, but the challenge is finding the proper mix of text messaging, social networking and email to maximize return on effort.
2. It takes two to tango. Many email marketers currently view the process of customer communication as simply a one-to-many process. Email marketing is comparable to standing before a crowded auditorium and giving a speech without the burden of having to stop from time to time for applause. Marketers who continue to engage in this method of communication will find themselves likely to be marginalized more and more often.
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