Slowdown prompts growth in email
A new E-consultancy study predicts that email marketing spending will grow by around 24% in 2008.
E-consultancy's Linus Gregoriadis said "Despite the economic downturn, email will continue to prosper.
In turbulent times it makes more financial sense than ever for companies to focus on marketing to their own customers and prospects".
The report also identifies key trends for email marketers in the coming year.
Email Marketing Trends
Savvy company marketers turn their attention to building and improving lists
Companies increase their focus on email marketing as it becomes more integrated within marketing mix
Credit crunch and worsening economy increases importance of retention marketing
Companies seek to learn more about customers to make messages more relevant
The underlying crux of these trends is data. Successful email marketing is dependent on good quality, clean data and a focused strategy.
Tink Taylor, Director of Client Services and DMA Email Marketing Council member, considers some quick to implement strategies so you can take advantage of cost effective email marketing.
Your Website Sign Up
Make sure your newsletter sign up on your site is in a prominent position and explains the benefits to signing up to your communications.
Ensure it is legally compliant with an opt in statement and tick box (see the DMA for further information).
Make it easy to sign up, ask for the minimum information, you can always gather more information as your relationship progresses.
Forward to a Friend
You can build your list by prompting your recipients to forward your email to their friends who they think might be interested in what you have to say.
The friend then has the opportunity to subscribe to your permission database, thereby building your database with similar recipients.
Add to Social Networking Sites
A massive 78% of the UK online population use social networking sites where users can post messages and emails onto their pages.
By including a free simple link to enable your recipients to post your email on their wall you can increase the reach of your message and encourage more like minded customers to sign up to your communications.
Use your click through info to determine your recipient’s interests
Use the reporting information to your advantage and make your communications more relevant and targeted.
Send follow up emails to those you know are interested from their click history.