Weekly Email Marketing News Digest
Great start to 2013… and the second post of the year for our email marketing news series! From tactics, predictions and new technological email features, there’s a little bit of something for all email marketers.
Good email marketers know that email marketing is great for lead nurturing and stretching your customer lifetime value. Incredible email marketers know the cool tactics that will drive customer engagement and clickthrough. Here’s how:
- The Reward Delivery – Everyone loves a freebie. Using email marketing to increase customer loyalty through member rewards and promotions is a great way to get that buy-in.
- The Double Opt-In – Confirmation opts in. Do you really want to risk annoying customers with this? Yes, you do. And a lot of the time, the customer is actually looking for this. For brand loyalists, it gives them peace of mind. It’s also a good way to ensure that you have accurate email addresses to ensure email deliverability. Yahoo.com may seem easy to spell, but Jack Hogan, CTO, LifeScript, found there are more than 500 ways to get that spelling wrong.
- The Welcome Series – The Welcome Series is a great way to give the customer an overview of what to expect from the newsletter or mailing list they opted into. If your potential customers are opting in, it means they are looking for news about you – and that means higher clicks.
- The Amazing Email Marketing Integration – Marketing in silos? Not so hot anymore. Integrating your email marketing efforts with social and across other channels brings about a much higher clickthrough rate. It’s all about cross-channel these days – that’s how the conversation’s taking place.
Here’s a list of what the movers and shakers in the online world are saying about integrated marketing. We’re particularly interested in this comment:
“In 2013 we will see social media teams working much closer with e-commerce teams, and ‘integrated digital marketing’ will take shape. The laggards will be email marketers who will still feel comfortable in their established metrics and existing silo’d processes.”
Since this blog is all about email marketing, you’d think we’d take issue with this comment. But we’re going to go out on a limb and agree – email marketers will lag… IF they continue marketing in silo. We’ve been advocating cross-channel marketing for a while and we still stand behind that. Email still drives the highest ROI, – it’s not even an issue for debate anymore. Adding social and mobile tools to your arsenal will only increase the chances of customer conversion.
We’ve often featured articles that talk about improving deliverability from a content perspective – this one differs in that it takes a slightly more technical view and lists 7 areas you should look at when it comes to improving the chances of email getting into your customer’s inbox.
- Data source and collection practice
- Poor bounce management
- Poor complaint feedback loop management
- Content issues
- Poor data management
- Infrequent emailing
- Lack of authentication (SPF, DKIM)
Also have a look at the Top 5 Reasons Your Newsletter Will Go To Spam where the issues of cold IPS, unusual bursting, content, improperly setup infrastructure and incomplete list maintenance is covered in greater detail.
Yet another company finds itself in hot water for text spam. The Telephone Consumer Protection Act states that companies cannot use automated dialing systems without the consent of the consumers. Violations result in a $500 fine. Despite the heavy focus on mobile marketing due to its explosive growth, it is an area where companies can easily cross the legal line, despite recent updates to the Act. The answer to avoiding all this legal trouble then, lies again in .
Google’s constantly tweaking Gmail for improved usability. The new Compose Now view gives you the ability to add labels and stars to your email as you are writing it, saving time spent looking for the email and starring or labeling it only after it has been sent.
Learn more about improving your email deliverability and feedback loops in the Proven Tips for High Volume Sending webinar!