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There’s no shortage of information telling online marketers what they should be doing. After all, everyone wants to be at the top of their game and best practice stuff really helps – but I rarely ever see a list of some of the DON’Ts.
So I made one. It should hopefully help you continue to steer clear of the online marketing taboos... If you are doing any of this, then shame on you.
Last week some of us from Econsultancy US had the pleasure of
traveling to London for the Digital Cream event (the equivalent of
September's Peer Summit
in New York). The day included a short talk on hot topics from the
US perspective. In Part One, we looked at social media in general. This post finishes up with social commerce and email.
Companies are gradually becoming more sophisticated in their email marketing efforts, with greater use of personalisation and segmentation in their campaigns.
The Econsultancy / Adestra Email Census 2010 also finds that, though some areas are improving, too few are integrating email with other marketing activities, while many still don't know their ROI from email marketing.
With the rapid growth of social media, the once stalwart digital marketing channel of email is experiencing growing pains. Consumers are finding email messages less relevant and experiencing email fatigue.
One way to fight the decline of email relevance is through increased engagement. According to a new study from Implix, marketers are planning to grow their video implementation exponentially. In fact, there could be a 480% increase in planned video email usage over the next year. But do consumers want to receive marketing via video in their inboxes?
Bleak times ahead for email according to Gartner, which is predicting that social networks will claim a growing share of communication among business users.
Seems plausible enough, though any reports of the death of email are somewhat premature. But can social networking sites claim the communications crown before this decade is out?
Cue much head shaking among the email services providers at TFM&A this week. I asked a few of them to fight their corner, and to provide an alternative view on the future of email.
It seems that the UK's political parties have a lot to learn about email marketing, with all making some basic errors in their campaigns.
As demonstrated by Barack Obama, email can be a powerful tool in political campaigning; allowing parties to build up a profile of their subscribers, and to bypass the media and open a direct channel of communication with potential voters.
However, according to my own research so far, the email marketing strategies of the three main UK parties could be improved...
A couple of weeks ago I posted a piece on the rules of email engagement, very much laying out fairly broad thoughts on the subject.
Now I want to follow up with a more pointed ‘plan’ that, if followed, will ensure a virtuous spiral of engagement and increased ROI...
Americans are suffering from "email fatigue." At least that's the take away from a new study from marketing service provider Implix, which found that Americans are one of the least likely groups to open emails worldwide.
Due to its newness, social media is fast gaining ground with marketers as a way to reach out and build relationships with consumers. But a turn away from email messages could also make social media the go to for marketers trying to reach customers and grow revenue.
39% of UK consumers claim that the marketing emails they receive are less relevant than they were 12 months ago, which suggests that brands need to improve to keep customers engaged.
According to an e-Dialog E-mail Attitudes Report, which surveyed 2,000 UK adults, there is a 34% increase in the number of people who are finding emails irrelevant to them, compared to the 2009 report.
The Marketing Budgets 2010 Report, which looks at measurement of digital and offline marketing channels - and allocation of budgets - is now live.
The survey-based research, carried out in association with digital marketing provider ExactTarget, has found that companies will increase their digital budgets by an average of 17% in 2010.
Furthermore, digital will account for 24% of total marketing budget this year.
Email deliverability remains a problem, particularly in North America, where 20 percent of permission-based commercial email landed in the junk folder or wasn't delivered at all.
Things went slightly better last year in Europe where 3.6 percent of the same type of email was junked and another 11 percent went missing entirely. The Asia Pacific region performed marginally better.
Every year, manufacturers hand retailers $50 billion - yes, you read that right, $50 billion - to underwrite advertising their products in local media.
Who's not getting a penny of this ocean of money? We aren't. Not e-commerce merchants, not email service providers, not search marketers, not display advertisers. Nothing. Nada. Zip.
Ever wonder why you never hear about coop advertising online? For all intents and purposes, it doesn't exist. Online retailers who advertise only on the web have clauses in their contracts with suppliers specifically prohibiting them from getting co-op dollars from their manufacturers.