Moving Forward With Email Marketing

Tips and tricks from OMS 2010

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As reliable and useful a marketing tool as email’s proven to be in the past, it’ll be better than ever in the future, according to one expert.  The Director of eMarketing Education at ExactTarget explained during a session at OMS how things are changing and how marketers can continue to use email to their advantage.

(Coverage of the Online Marketing Summit 2010 continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Joel Book stated that 40 percent of the cell phones in use will be smart phones by 2014.  All marketers need to test their emails for compatibility with mobile formats, then, and retail marketers should think about issuing mobile coupons.

Next, he discussed the concept of creating and cultivating brand advocates using email.  Brand awareness is vital, after all, and Book indicated that 50 percent of all shared content is shared via email.  This means that the social sharing can be a great way of attracting new subscribers.

Indeed, Book said email has far surpassed direct mail as the highest-producing tactic for reaching customers and converting buyers.  And here’s an interesting tidbit: sending emails from a person, as opposed to generic email address, can increase open rates by as much as 18 percent.

Finally, marketers must look at meshing email with other tactics.  Use email and CRM for lead nurturing, reseller education, trade show follow-ups, and sales support for dealers, for example.  Email and analytics can be used to make personalized recommendations and live offers.  Email and SMS, meanwhile, can help with mobile immediacy, lead generation, and subscriber acquisition.

Moving Forward With Email Marketing
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  • http://www.BuildIdaho.com Trey Langford

    For me, it all comes down to content. If you have information that people “CRAVE” you will attract more subscribers. If you give them crap more than twice in a row they won’t read your emails again. One thing I tell people is that is you have invaluable information, you become valuable.

  • http://www.websitetemplates.bz Website Templates.bz

    I think your post is very good, but I really can’t believe that “Book indicated that 50 percent of all shared content is shared via emai”l.
    I wouldsay- it’s even kinda sad((((

  • http://www.fineartofmoving.com Cathryn

    Can you provide links to other articles you have written on other sites?
    < a href=

  • http://www.emailmarketingadviser.com/index.php?i=wpn Guest

    I agree, I think a blending of technologies will change what we consider an “email”. The 50% stat holds true, but according to AddThis, the number is higher than 50%. Email is still more popular for spreading content than Facebook.


    James Marcus

  • http://www.barrettmoving.com/locations/milwaukee Guestmilwaukee movers

    The blog is to good and informative about email marketing that it will help marketers to work easier.
    thanks for sharing the info.

  • http://www.mylocalmovers.com/ moving companies comparison

    Thanks for your tips. I did like it for marketing.

  • http://www.axiomdesigns.com Printing Los Angeles

    Email Marketing has always been and will be very effective way of advertisement. I have been using it for a long time. You can never go wrong with well created email marketing techniques.

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