What is happening this year in the field of e-mail marketing? What is the best place to focus and where are the opportunities? In this article I look back at the most important e-mail marketing developments and give my vision on the developments in 2014.
What happened in email marketing?
Also in the past year a lot happened in e-mail marketing and this channel had its challenges for marketers here and there. For example, Gmail implemented adjustments that affected the deliverability for many e-mail marketers . Deliverability was therefore one of the biggest challenges for marketers within this channel in the past year, which separated the wheat from the chaff.
Fewer newsletters ended up in the inbox
Companies that collected email addresses in the right way and sent relevant emails that were preferably personalized, often benefited from this development. This is because many users simply received fewer newsletters in their inboxes. More and more parties opted for professionalization in the past year, which, strangely enough, is still one of the most underestimated channels for many advertisers. While many companies generate a lot of turnover via this channel, with a nice ROI.
Email Marketing in 2014: Deliverability Remains a Challenge
Deliverability remains one of the biggest challenges in email marketing in 2014. Providers are becoming increasingly smarter in recognizing relevant email and facilitating users in 'keeping' their inbox clean. This trend is only set to continue and many providers are choosing to become increasingly strict.
spam
Going for relevance is crucial
For advertisers, this development means that it is crucial to go for relevance, to recruit addresses in the right way, to personalize as much as possible and to build the right reputation. Where many advertisers have so far chosen to send emails independently via 'own tools', more and more advertisers are now making a professionalization move: existing technology.
Since the reputation built up is of great importance for whether or not it arrives in the inbox, tool suppliers with a good reputation on the servers will benefit from this development. For tool suppliers it is therefore of great importance to be strict with the admission requirements for existing and new customers, in order to maintain the reputation.
Building files gets more attention
Large advertisers invest a lot of money in acquisition via channels such as Google AdWords and via display advertising , but in many cases they still do not invest enough time and money in building their own e-mail files. can build your 'own assets' in this way. And because e-mail marketing is one of the channels with which bosnia and herzegovina mobile phone number list you can significantly increase the lifetime value of a customer.
Advertisers who already have a large reach can quickly build up a nice file with good actions and integrations on their website. But in many cases it is also worthwhile to build up and expand e-mail databases in external ways, which you can use for acquisition purposes. If you do that, it remains essential to look closely at the quality of the e-mail addresses that you build up. Especially in the context of relevance and developments in the area of deliverability, it is crucial to analyze this data well and to optimize it further on that basis.
Great opportunities for retention through email marketing
Due to the increasing competition of acquisition, it is important to focus more on the lifetime value of customers and to optimize this, for example by improving your retention. It is therefore important that you know a lot about your existing customers, so that you can make them new offers in a relevant and personal way via e-mail marketing.
An existing customer who has ordered something ten times in the past three months cannot simply be approached in the same way as a customer who happened to place an order a year ago. In many cases, this still happens, but this will continue to change this year. In this area, technology has long ceased to be a limitation, but knowledge of technology and setting up and rolling out the right e-mail marketing strategy is. Packages offer many possibilities in this area, but there is still a lack of knowledge about how to adjust and set this up in the right way. So in the coming year, more will be invested in knowledge of e-mail marketing.