Advertisement
 

6 Email Marketing Predictions for 2012

December 16, 2011 By Wikus Engelbrecht
Get the Flash Player to see this rotator.
 

As 2011 draws to a close, our thoughts race ahead to the campaign plans of tomorrow. What should the forward-thinking email marketer be considering as part of their email program for 2012? To help with this question, here are some predictions for email in 2012:

1. More emails will be sent than ever before in 2012. Consumers are signing up to receive emails in larger numbers. Everyone in email marketing should continue to focus on relevancy to ensure that they're building quality mailing lists and, in doing so, maintaining a healthy sales conversion per audience ratio. 

2. Subscribers will be demanding greater respect for their privacy. Consumers became more aware than ever this year about the amount of information available online related to their purchases and interests. Behavioral targeting via cookies has become the norm.

Perhaps the biggest impact on privacy and deliverability in 2011 came from changes to laws relating to consumer permission and protection. In 2012, you'll need to show your subscribers more than ever that you're trustworthy. It will be paramount to review your privacy and marketing policies to be sure they meet all legal requirements for every country that you send emails to.

CAN-SPAM and the new CASL stipulations need to be adhered to or you’ll be facing grave financial penalties. It’s important to clearly display how opt-in subscriptions will be handled and to what extent user data will be stored and shared.

3. It’s time to make sure email campaigns render well on mobile screens. An increasing amount of people started reading their emails on a mobile device in 2011, and smartphone prices are predicted to continue to drop. Readers will begin to demand that all messages are legible on their mobile devices. Therefore, email needs to continue to be mobile optimized.

Ensuring that both your email and website landing pages render properly is a top priority. As smartphones become smarter and more capable of rendering HTML cleanly, there will likely be less of a need for such specialized mobile markup.

4. QR codes will become more commonplace and rewarding. You should see new list-building possibilities open up once potential subscribers are able to opt in to email communications by simply scanning a QR code. Although technically speaking it's already possible, most email service providers aren’t using QR code reading features.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON EMAIL MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: