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Marketers Moving to Email
By Jamie Klemcke | January 16, 2009
fuelNetMonthly just published an article titled, “4 Email Marketing Trends You Can’t Ignore in the Months Ahead.”
The main topic of discussion is the shift marketers are making toward implementing more email marketing activities into marketing plans this year.
According to a study conducted by Eloqua, a consulting firm based in VA., 75% of companies will boost spending on email marketing tactics this year. The article goes on to outline the 4 top trends of email marketing including:
- Taking email interactive
- Designing email for a two-screen medium
- The value of segmenting
- Using email in conjunction with direct mail
- The no nos of email
Don’t miss out on reading the full article.
I am working with my team to establish a successful email strategy this year. Our results from 2008 point to email design being an extremely important aspect of your campaign success. Knowing that we are all “mobile,” we have to design our emails to have a strong headline, offer and call to action.
Our email statistics also prove that consistency and companion marketing is key. In cases where we sent follow-up emails to the initial send along with a direct mail piece, and relevant landing page we saw a 7-19% CTR (click through rate) versus less than a 2% CRT on those emails that were only sent once without a direct mail postcard follow-up. (industry average is 2%)
This year we are focused as a group on every email having a strong headline, clear call to action and a relevant offer. Each email will in many cases be a follow-up to a direct mail campaign and will lead prospects to a relevant landing page where we can provide further information and collect valuable information from them for future campaigns.
How are you using email in your marketing efforts this year? Share your ideas and comments!
Want more information on email design? Check out our whitepaper, “Best Practices for Email Design.”