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Bertrand van Overschelde
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Email remains the driving force in marketing
Integrated email marketing crucial in the survival of the fittest
Figures published by MarketingSherpa in 2009 showed that more than a third of companies increased spending on email. 2009 was also another year of strong growth for retentionbased email marketing despite the onset of a global recession, which forced businesses to aggressively cut spending on marketing activity.
Below, Bertrand van Overschelde, US Managing Director at Emailvision, selects the three key trends over the next twelve months, which are set to make a significant impact on email marketing.
- Email marketing and social media will feed off one another
Integrating social media into email marketing allows a brand to boost the performance of both mediums. Bringing the two channels together is critical when growing mailing lists organically, as recipients spread the content virally, encouraging others to optin and receive future mailings.
- Adoption of mobile marketing is set to rise significantly
Customers are increasingly relying on mobile devices for communication and messaging, therefore mobile marketing is a natural extension when building a multichannel engagement strategy. Mobile marketing can be broken down in two segments, smart phones and SMS.
- Email for smart phones - messages for these devices should be optimized prior to sending, as the devices typically don't support Flash animation and network speeds vary
- SMS - Combining campaign management for email and SMS can enable brands to manage customers more effectively. For example, you can send an SMS offer to a customer based on an email they've opened to increase the chance of it resulting in a sale
- The emphasis should be on strategic campaign planning
Strategically planning email campaigns ensure brands capitalize on every opportunity. Too many campaigns irritate customers, while too few won't keep a customer engaged. Putting in place a strategic plan will help brands to align and integrate email campaigns with all marketing activity, ensuring they are effective.
"It is important for marketers to stay ahead of the curve in terms of consumer attitudes and the channels they choose to use when engaging with brands," said Bertrand van Overschelde, US Managing Director at Emailvision. "The first step is to put in place a marketing plan that is fresh and relevant, factoring in the evolving needs of customers. Email will continue to be the king of measurable ROI in 2010 and will be the glue that binds all marketing activity."
Emailvision has published a new White Paper outlining its top ten trends for email marketing in 2010. You can download a copy of the full paper on the Emailvision website.
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