Monday, January 10, 2011

2011: New Email Marketing Challenges

Email marketers constantly face challenges when it comes to reaching the inbox at a proficient rate. While the existing challenges are poised to remain, we at KobeMail foresee additional challenges to come about starting this year.

Email addresses will change. As mentioned in one of our previous entries, facebook announced the roll out of its own messaging system, which could possibly engage its 500 million + users. There is a chance that we will see users changing their primary email address, thus leaving us cut off. Incentives and initiatives to keep email addresses up to date will be essential.

Increased Email Filtering. The newly introduced Gmail Priority Inbox, paired with the soon to be released Facebook Social Inbox, will result in mail ending up in folders that are rarely reviewed. This can lead to a negative effect on open rates and related performance metrics.

Social Network Integration. Most users, if they are not already, will be extremely active on social networks. Email campaigns must be equipped for instant social media integration. Sharing, liking, linking, and posting are features that are essential to successful future campaigns.

Mobile. Being that emails are increasingly being read on mobile devices, you must make sure that your creative renders well to be read on that medium. Content and images need to be tested on mobile devices and tablets prior to being sent out.

With the help of KobeMail, 2011 can be a very successful year for your email marketing strategy. Follow these tips above and keep a look out for upcoming articles!

Author: Peter Schirripa

Editor: Courtney Dillsworth

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