How Will Email Marketing Change in 2017?

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As local marketers begin putting together their strategies for the coming year, one thing is clear: Acquisition is out, and awareness is in. That’s according to the results of a new survey released by the email marketing firm Campaigner.

In a survey of more than 500 email marketers, Campaigner found that the top email marketing challenge in 2016 was increasing open rates, followed by creating compelling content and earning new subscribers. Although attracting new customers ranked as the number one marketing goal for marketers in the survey, a shift toward other marketing strategies is currently taking place. Nine percent fewer marketers selected customer acquisition as a top goal for 2017 compared to 2016, while goals like increasing brand awareness and brand loyalty quickly moved up the charts.

It’s something worth watching for those in the industry, particularly because marketers rely on their ability to measure results—whether through conversions or ROI — to validate the latest trends and technologies.

Although building a customer base will always be important for local marketers, many of the tools they’ve been given to help achieve that goal — like ‘Buy Now’ buttons—have been seen as ineffective. According to Campaigner’s survey, 72% of marketers say they haven’t seen any sales as a direct result of ‘Buy Now’ buttons on social media, and 25% fewer marketers are using them today compared to this time last year.

Read the full article here.

With email marketing, timing is everything

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To reach consumers through email, when you decide to hit “send” is almost as important as the content of your message.

To resonate with busy professionals, survey results from Reach Mail suggest taking an in-depth look at when your emails are going out, as some of your data might be outdated. If you want to meet the needs to today’s email-focused consumers, here’s what to adjust:

When you should send your first—and last—email

On average, most consumers are scanning their virtual inboxes when they first wake up and just before they go to sleep at night. For many people, though, those specific times will vary.

Here’s the latest, from Reach Mail:

How about the infamous “first check” of the day—does it happen in bed, at breakfast, on the train, twenty minutes after you’ve arrived at the office and gossiped for a bit? More than 70 percent of Americans check their email for the first time from 5 a.m. to 9 a.m.

New York and New Jersey consumers average the latest first check—just before 9 a.m.—and people in Utah check earliest, just after 6:30 a.m.

As for checking for the last time before bed, thirty percent of Americans check before 6 p.m. and 70 percent after 6 p.m.

If you want to greet your audiences with a morning email, consider sending blasts in installments based on the location of your primary audiences.

Read the full article here.

Email Marketing is Back in Fashion

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Trends come and go. Remember bellbottoms and shoulder pads? What about email marketing? Although marketers predicted the demise of email after its tremendous decline in the mid-2000s, the tool is now soaring to new heights. That’s right – email is back in style. Now, you might be wondering why email is on the rise and how your brand can hop on the email bandwagon.

Read the full article on B2C here.

Email trends to watch for 2017

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Email continues to be one of the most-used options for consumers to contact or follow brands, and according to one expert, email newsletters will continue to be hot through 2017. Here are three trends to follow in the email space in 2017.

First, sophisticated mailbox filters

“As the major mailbox filters get more sophisticated, senders will need to know as much as they can about a user’s engagement with a brand. While the inbox actions are mainly what the filters will be reacting to, marketers should incorporate things like site activity and product preferences when deciding which content to send to the users that also engage in the messages themselves,” said Scott Heimes, CEO, SendGrid.

Second, look for email newsletters to continue to rise

“Companies like The Skimm and The Hustle have made an entire revenue model out of email newsletters. As ad blocking continues to rise and social media’s ROI remains hazy, more brands will be turning to the email newsletter, an old standby, to build a more stable, monetizable relationship with their audiences,” said Andrea Bridges-Smith, Product Marketing Manager, PostUp. “The new metric for success going forward won’t be how many eyeballs see your content, but how many times those eyeballs come back for more, and email is a great way to continue engaging. The LTV of drive-by users from social media is tiny compared to the LTV of engaged, repeat users, and brands will have to adjust their communication strategy accordingly. In short: it’s all about developing relationships.”

Third, expect more difficulty reaching the inbox

“It is still a ticking clock for the final date when Gmail and Microsoft update their DMARC policies and completely move to “p=reject” and no sender will be able to send from their domains unless they are those organizations. They originally planned on this being in June 2016, then sometime this “fall.” But, regardless, this should be top priority for any mail program that uses these domains in their “from” address to move to sending from their own domain instead to ensure deliverability,” said Heimes.

/via Bizreport.