Three Trends Driving the Future of Email Marketing

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What’s driving the future of email? Who are the big players? What are the top strategies and technologies driving the market? These questions were front and center at the annual DMA &THEN conference last month in Los Angeles, where MessageGears’ leadership joined marketing leaders from Expedia and thousands of attendees, speakers, and exhibitors to explore the future of global email marketing.

Speakers at &THEN included Kobe Bryant, GE Vice Chair Beth Comstock, and author (and TED speaker) Simon Sinek. Taylor Jones, MessageGears’ co-founder and chief architect, and Himanshu Sinha, Sr. Director, Customer Contact Strategy and Outbound Marketing for Expedia, presented an educational session during the show titled, “Building and Managing Global Email Marketing Programs.” The session highlighted the best practices and marketing technology Expedia uses to create consistent, personalized experiences for their customers. Sinha and Jones also shared data on the top elements of email marketing success and top performance challenges.

There were, of course, some big takeaways from &THEN. Here are three trends that will likely define the future of email marketing.

  • Mobile
  • Real-Time
  • Personlization

Read the full article in CostumerThink here.

Infographic: Adobe Email Survey 2016

Across Europe isaddicted to emails and are spending more time writing, reading and replying to them than ever before. It’s literally taking up months’ worth of their time each year and they’re doing it everywhere they go, with work and personal emails overlapping. New research on our email habits also shows that emojis are now regular features in our messages – with smiling and winking faces littered throughout. Check out the infographic on how German, French and British emailers compare, and for more perspective and stats on how email is changing, read the blogAdobe Email Survey 2016.

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Email Marketing Lessons from Ichabod Crane

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Retail marketers are approaching one of their busiest times of year — the holiday shopping season — and it’s easy for them to get caught up in the stress of this planning period and lose their heads, much like the Headless Horseman in “The Legend of Sleepy Hollow”.

One of the most vital elements of successful email marketing is having comprehensive contact lists, and the most strategic way to build them is through investing in effective opt-in strategies. By doing so, marketers can ensure that email recipients actually desire their content, which in turn increases engagement and decreases list attrition.

However, cultivating opt-ins can be a daunting process, but just as Ichabod Crane fled from the horseman’s grasp, so can email marketers watch out for certain pitfalls and dead ends to avoid. This Halloween season, keep these lessons from Ichabod Crane in mind in order to increase opt-ins and grow your contact lists ahead of Black Friday:

Read the lessons in HuffPo here.

Email Marketing Ideas for Cannabis Companies

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Aaron Apple writes for ganjapreneur.com:

Setting up and using an email marketing platform for your company is a simple and inexpensive process that, if done correctly, can generate long-term repeat customers. Since the recipients of your emails have opted in to receive them, email marketing speaks directly to a loyal audience that wants to hear from you. This holds true for any industry, but in the cannabis industry specifically it is important to build loyal customers now before the market in your area gets even more competitive.

Creating or compiling content that is enticing to your subscribers is the most important part of the equation, otherwise you may lose them via the unsubscribe button. Serving your subscribers good content on a regular basis will keep your company in their mind while making purchasing decisions. Established companies usually have marketing budgets and, in many cases, will hire an agency to manage their various marketing channels including email. This guide, however, assumes you will be building your email strategy & managing your campaigns in-house.

What should your email newsletter contain?
Put yourself in the shoes of your average customer: what would entice you to read an email newsletter each week from a dispensary, grower, medical clinic, or B2B service provider? Good original content will help you build your brand, and will increase the odds that people will remember you when making purchasing decisions. If that means you need to hire a copywriter on an ongoing basis, then invest in a good one to help you get your point across most effectively.

Read the full article with the tips and ideas here.

Is It Possible We’re Already In the Future of Email Marketing?

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Email marketing is a tough game to play. Though most people communicate through email more than any other avenue today, using email as a means of marketing is another story. This is because there are a lot of reasons why email marketing can fail. Sometimes, people aren’t interested in subscribing for whatever reason, and those who are subscribed just don’t have the time or the appeal to read them.

Each and every day, marketers are trying different approaches to email marketing, some of these being new tactics and trends. That being said, is it possible we’re already in the future of email marketing? Let’s see.

Read more here to find out!

Email marketing in the age of social media

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Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel.

Both email marketing and social media have their strengths and benefits, and marketers need to focus on how to make the two work together rather than prioritizing one over the other.

Social media platforms rely on email for certain functions, like welcome and confirmation emails and password resets. Traditionally, you need an email address to even register for a social media platform such as Twitter or Facebook.

There are more than 2.6 billion email users worldwide, almost twice the number of daily active Twitter and Facebook users combined. This presents an opportunity for marketers to increase traffic and revenue through a platform many users already have and are familiar with. In fact, email is almost 40 times more effective at acquiring new customers than Facebook and Twitter.

The biggest difference between sending an email versus a social post is that subscribers can only engage with your email if it makes it to their inbox, whereas you hope to send a tweet or post an update during an optimized window of time for maximum exposure. But even in the most cluttered inbox, the email itself has a longer shelf life than any instantaneous social post.

Read the full article in Marketing Land here.

IBM Verse – a new client in the box

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“Mail that understands you.
Imagine email that works for you instead of email that makes you work.”

This is the Claim from IBM, before the upcoming launch of Verse. Email re-invented again.
We still remember Google Wave, which is now sent into orbit long time ago.
So this is all about getting more effective and kill all the clutter focusing only on the tasks which makes you productive inside the organisation.
Its possible to sign up for an early experience – IBM promise.
Its kind of refreshing and also a surprise Big Blue take this approach, but on the other side its also the mother these days of Lotus Notes, still with a pulse right under the corporate surface, although a bit crippled and not evolved.

Hans Jul