For some this year might be about reviewing your budget and allocating more resources towards your email communications program in order to set in place the best of the basics. If you are already more established and ‘mature’ in your approach to email then you are continually reviewing your email communications program and are evaluating it to see how you can enhance what you’re doing.
Either way if you really want to power up your email marketing, below are some of the biggest shifts and trends at the moment that you should now seriously be thinking about how you could make this work better for you.
1. From mobile optimised to mobile first
Given that most email opens now happen on mobile devices, simply optimising your email message for mobile devices is becoming more of an outdated notion. On the other hand – while optimising designs for mobile is now crucial, don’t forget that context is just as important. And a mobile first approach means that landing pages and your Web site are also designed to convert mobile readers of your email.
2. From dry to juicy
Things have changed in the way customers expect to communicate with companies and what they want from them. Gone is the notion of editing content to within an inch of its life to take out any human presence and get it past the lawyers. It’s now about taking a different approach that involves sending content that educates, informs, engages and entertains. This doesn’t mean you abandon your professional corporate speak for the ‘LOL’-speak, however it’s about balance – customers just want to know they are dealing with humans that care.
3. From 1-1001 to 1-1
Batch and Blasts (where everyone gets everything) should have died out along with the Spice Girls. So it is really time to shift to automating more parts of your email program, where the subscribers themselves determine the frequency and cadence of the emails they receive through their own purchases, check-ins, behaviour and interests. It is those smart cookies that use the data they have to deliver real-time emails with truly dynamic and personal content.
4. From welcome message to boarding program
There is a shift away from firing out a ‘welcome’ message and then dumping subscribers into your main communication feed, to gently warming them up with a series of on-boarding messages that are tailored toward new recipients.
5. From one-off to email series
Did you know cart abandonment follow up emails get the highest engagement rate of all emails? Followed by birthday series emails. Reports show a three-part birthday or cart-abandonment series always significantly outperform a single email. We have heard of people getting average conversion rates of 22%, 15% and 24% with a three-part cart-abandonment re-marketing series. How much money would it have lost if it had stopped after the first message?
Worth thinking about…. Email or call us if you want to talk strategy and email communications planning for 2013, we are elbow deep into work with many clients already and in the coming months they will be very pleased we did!