The year 2010 brought huge changes in the way consumers interact with companies online. As social media opened the door for increased interaction between businesses and their customers, marketing efforts were often left scrambling to keep up with the changing demands of the new marketing landscape. As we head into 2011, the lessons we learned in 2010 can point us in the right direction and keep us on the right track.
- Customer expectations constantly change.
Because customers can now interact in real time with businesses, they expect faster responses to their concerns and requests. For your email marketing campaigns, this means staying on top of customer interests and providing real-time value. eConnect Email can help you achieve these goals through email automation by the implementation of email triggers and auto-responders.
- Social media is here to stay.
While no one knows what the next big “thing” in social media will be, we do know that social media as a technology is not going anywhere anytime soon. While that idea can be intimidating to some businesses, social media actually provides excellent opportunities to grow both your email marketing list and also engage your social media followers online. This being said, we have embraced social media and have actually integrated with Facebook, Twitter, LinkedIn and Google Buzz. Click here for information about the integration of social media with eConnect Email.
- Customers expect stellar service.
While customer service has always been a top priority for successful businesses, customers now expect even greater attention to be paid to their needs due to increased interaction online. This means staying on top of subscriber’s preferences and making sure each email arrives at its intended destination. eConnect Email ensures that your mailing lists stay up to date by using list cleansing, suppression lists, list segmentation as well as giving your subscribers the ability to manage their mailing list subscriptions through the online preference center.
- What works for someone else may not work for you.
It’s easy to put together a list of best practices and slap them up on a website for others to emulate, but building a truly successful email marketing program takes a little more planning and insight. The truth is that what works for one company may not work for another, so it’s vital that you incorporate testing into your email marketing strategy. That’s why I would recommend that you A/B Split Test each and every email campaign. Split Testing will help ensure that you deliver only the most effective messages to your audience.
With 2010 in the past, businesses will need to take the lessons learned over the past twelve months and build on them to create a strategy that will effectively meet the challenges of 2011. eConnect Email stands ready to help you accomplish this goal with a vast array of tools and features that will help keep your email marketing strategy on the cutting edge. If you have any questions about the capabilities of our application we’d love to hear from you!