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The Global SaaS Leader in Email & Social Marketing
June 16, 2011
Top Trends in Email
Marketing for 2011
Steven WeemaelsAccount Sales
Director
• 2011 is a very exciting year for online marketers due to strong worldwide growth of internet users
• But 2011 will be very different, and these changes will impact the marketing plan
• Social Media Integration
• The rise of Tablet devices
• The introduction of Priority Inboxes pushes
• Strategies around “Relevance” in email marketing
The Global Trend
Trend :Email will be the “engine” in marketing
plan
Return on Investment
Email Marketing is the most profitable
marketing channel
For every $1.00 spent, $43.62 of revenue is
generated (DMA)
Relevant marketing
Email Marketing is enabling organizations
to send relevant campaigns based on
behavioural and demographic criteria
Trend :Combining social media with email
Combining Social marketing with Email
Places to Start
● Leverage your email marketing to build an engaged community on your social networks
● Adopt social sharing in your email campaigns
● Build momentum on social networks for an email campaign
● Listen to your customers and understand their preferences when connecting with your brand
Build your community on social networks
Over 8000 fans joined in the first
2 days
Now there are 39,900 fans
Trend : Email reputation will be determined by
relevance and content
Relevance and content will be essential for email deliverability
Opt-ins:
● Confirmed opt-in when you collect details for a new subscriber
● Provide multiple opt-in selections to the end user
Email Reputation
Increase segmentation and provide relevant content and offers for your subscribers
Email Reputation
The Belgian guy who likes sports
The English woman who likes fashion
The German guy who likes travel
Trend :Priority Inboxes will impact email
marketing
Responses to your emails will quickly decide where your email will appear
Priority Inboxes
Trend :Email on Mobile devices and Media
tablets
Email on devices
Morgan Stanley: Apple iPad is one of the fastest growing new devices ever
Email on devices
Create a seamless mobile experience
● Identify the customers who are reading your emails on devices
● Ensure that emails are optimized for devices in order to increase mobile conversion rates
● Confirm a positive mobile web experience beyond your emails
Trend : Automation in Online Marketing
Automation
American online travel site – their plan
for a multi-touch email campaign
Seasonal
Campaigns
Automation
Do you have this Automated today?
Cross Sell
Promotions
Loyalty
ProgramsSubject Line
Testing
Rule based
Campaigns
Welcome
Programs
Customer
Lifecycle
Triggers
Analysis of
rendering
Trend : The growing importance of Cloud Services and APIs
Providing « glue » between Marketing and IT● Stronger email and CRM integrations
● Integration with other business applications to improve workflow and enhance personalization of email programs
● API’s can open the door to powerful email marketing capabilities to even the most obscure systems developed in-house!
Cloud services & APIs
Client Example
Trend : The Globalization of email marketing
Globalization
Is your 2011 plan as global
as your Email list and Social community?
● Customization to local markets: ● Multi-lingual campaigns open up significant
revenue opportunity
● Global Deliverability: ● ISPs around the globe have their own rules and
regulations for filtering email
Globalization
Questions ?
Download your book on :www.emailvision.be/Social-Digitrends
Email. Social. Mobile.
Now you can have it all
Pioneering Technology
Passionate
Entrepreneurial
Client Focused