7 Email Trends in Marketing

7

Email

Marketing

Trends You

Cannot Ignore

Practices and Strategies for

Improving Subscriber Engagement

by Marianne Cellucci

Senior Online Marketing Analyst

7 Email markEting

trEnds You Cannot ignorE

Table of Contents

Introduction:

..........1

Improve Subscriber Engagement

1. Engagement:

..........3

Raise the Email Marketing Bar

2. Content is Key:

..........8

Make It Matter

3. Customers Expect More:

.........13

Motivate Them

4. Right Frequency:

.........16

Automate Your Strategy

5. Social Media:

.........19

Drive the Conversation

6. Influence Matters:

.........23

Target the Powerful

7. Marketing Is Mobile:

........25

Be Accessible

Conclusion:

Engage Your Subscribers By Paying Attention

.........27

7 Email markEting

trEnds You Cannot ignorE

Introduction:

Improve Subscriber Engagement

The process of promoting your

website or company through

various social media platforms

like Facebook and Twitter

is a fairly new concept,

yet it is becoming a powerful

communication channel and

Email marketing has been through a transition over the last five years,

adapting to the arrival of social media and maturing to be a key channel

for marketers. While many more organizations are embracing social media

marketing, email still remains one of the most effective tools for ecommerce

and subscriber engagement. However, in today’s increasingly growing

networked economy, improving customer relationships requires that you

interact with them via multiple customer-facing channels.

marketing platform.

Effective social media marketing

Previously, when the industry spoke of subscriber engagement, we were

works by attracting fans and

referring to an “engaged subscriber” as one who opened, clicked or otherwise

then using creative, thoughtful

interacted with an email. This was a well-established engagement metric

and relevant email and online

content that engages them...