The explosion of social media and mobile devices has proved to be a game-changer for email marketing. While email marketing is alive and thriving, strategies must change to capitalize on consumer behavior in order for companies to leverage their email marketing campaigns most effectively.  As we look back over 2010, we can note the shifts in online behavior and use those to project the coming trends for email marketing in 2011.

1. Consumers want real-time value.

The ability to post instant updates, tweets, and comments have trained consumers to expect those things from marketing campaigns as well.  You can begin incorporating real-time value into your email marketing by tracking customer behavior on social networks and using that data to create automated campaigns that deliver relevant messages based on triggers and auto-responders created with eConnect Email.

2. Mobile versions increase in popularity.

Some experts predict that 2011 will see mobile device sales outperforming PC sales for the first time in history.  Because people check email on mobile devices more frequently than ever before, you’ll need to make sure your email templates/ campaigns are designed to accommodate these users.  Curious how your email campaign will display within a specific email system or mobile devices?  We’ve got you covered, check out Inbox & Mobile Previews, a premium feature available within eConnect Email.

3.     Social media takes center stage.

2010 was the year social media came into its own, and 2011 will be the year that it takes center stage in a wide variety of marketing efforts, including email marketing. You can incorporate you social media efforts into your email marketing campaign by including links to Facebook, Twitter and other social media sites within your email campaigns. You can also include eConnect Email’s built in social sharing tools which will allow your subscribers to share your email campaigns via Facebook, Twitter, LinkedIn and Google Buzz (talk about expanding your reach).  Now also available is a feature that allows you to integrate a Facebook “Like” option into your email campaign, the whole process takes less than 10 seconds!

4.     Social media gives back.

Not only can you use email to help promote your social media efforts, but you can also begin using social media to increase email opt-ins. By placing opt-in opportunities on your Facebook fanpage and in your Twitter posts, you can increase the number of overall subscribers.

5.     Dynamic content becomes the norm.

As people share their opinions and product review information, they’ll become more likely to expect businesses to incorporate this data into their marketing campaigns. Using eConnect Email’s Dynamic Content tools will allow you to create a one-to-one email marketing experience which will keep your subscribers engaged!

As email marketing sets sail in 2011, businesses will need to embrace social media and look for tools that will enhance and engage your subscribers like never before.  eConnect Email can help you stay on course by giving you the tools you need to meet and exceed user expectations every time.

First impressions make up a huge percentage of the overall impact you will have on any given reader of your marketing emails. Experts estimate that in a face-to-face first contact, you have seven seconds to make your first impression and that 93% of that impression will be based on non-verbal factors. In the email world, this translates into how your presentation makes the reader feel as a he looks at your email, even if he doesn’t read a word. If you want to develop an email marketing campaign that compels readers to find out more, you’ve got to pay attention to details of presentation and appearance.

Let The Preview Pane Work for You

Many email programs provide readers with a preview pane that shows them a snippet of the email before they open it. The good news is that this gives you a chance to reach people that might not actually click on your message if you know how to use that snippet of space effectively. The preview pane is the most important piece of real estate within your campaign so design accordingly.  eConnect Email provides templates to help you design an effective email as well as inbox previews so you can see how your message will look in a variety of different email programs.

Keep Important Information as Text, Not Graphics

Another quirk of many email applications is that they often block images by default. To make sure the largest percentage of readers see your message, put your most important information in text format rather than incorporating it into a graphic image. Then use eConnect Email’s image manager to upload images that support the information you’ve already communicated through text.

Make Your Messages Mobile Friendly

As more and more people check email on their mobile devices rather than from their computers, the need for mobile friendly formatting has become essential. If subscribers can’t clearly read your email, they’ll likely delete it before you have a chance to make that vital first impression. Start by using succinct subject lines with the most important information first and make sure your sending name is recognizable. Incorporate alt tags for your images so viewers can still see text even if images are blocked. You can also include a link to a mobile version of your email.

Choose Your Colors Wisely

Choose colors that work together and that promote the emotions you want to convey. In addition, use dark text on a light background to make your messages more readable. Take advantage of eConnect’s custom design services to help you choose colors and a format that will best convey your intended message.

Let Us Help You

While eConnect Email provides you with a great selection of email templates to choose from, you may want to think about a custom template that will incorporate your brand more professionally and seamlessly.  We can help you design a custom template for your monthly newsletters or design a campaign for a specific event or promotion.  For more information on our custom email template design services click on the link provided or call us at (866) 596-9997.