In this presentation I outline what the email marketing trends and best practices are for 2011

1. Email Trends & Best Practices for 2011
Tamara Gielen - @tamaragielen

2. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Quick Introduction
www.b2bemailmarketing.com
www.emailmarketersclub.com

3. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Email Marketing Services
www.tamaragielen.com
• Advice, training & coaching
• Email strategy
• Newsletter, campaign
and program audits
& optimization
• Deliverability support
• Campaign management
• Design & production of
email campaigns
• ESP selection

4. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Brands I’ve worked with

5. Today’s Email Marketing Challenges

6. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #1:
New communications channels

7. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #2:
Portable inboxes

8. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #3:
Inbox overload

9. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #4:
ISPs facilitate inbox management

10. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #4:
ISPs facilitate inbox management

11. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #5: Deliverability based
on engagement
• Microsoft will soon start using behavior to determine
whether an email will end up in your inbox or your junk
folder (according to Return Path)
– Message read, then deleted
– Message deleted without reading it
– Message answered
– Frequency of receiving and reading of messages of a certain
sender

12. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
Challenge #6: Facebook launches a
new messaging platform

13. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
And let’s forget the existing
challenges
• Image blocking
• Spam filters that are getting better and better
• HTML doesn’t render consistently
• Declining open & click-through rates

14. Does that mean email is dead?

15. “58% of people
start their online
day by reading
emails ”
– ExactTarget’s Email X-Factor
Study, 2010

16. “ the dominance
of email activity
on mobile devices
increased from
37.4% to 41.6% of
US mobile
Internet time”
- The Nielsen Company

17. Subscribers consistenly spend more!

18. Email will evolve

19. © 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
What is the future of email?
• Email continues to be a very strong commercial channel
• “Email” will evolve – as a protocol and as a platform
• Marketers are still not very good at email marketing
• “Batch & Blast” marketers will see their results go down
even further

20. 9 Best Practices for 2011 and beyond

21. Spray and pray is dead!

22. Get to know your subscribers!

23. Build subscriber personas!

24. relevance

25. Automate as much as you can!

26. Integrate email with social!

28. Target social
media users with
exclusive content
and ask them to
share it

29. Content is key!

30. TEST, TEST, TEST!

32. Some useful resources

33. www.b2bemailmarketing.com

34. www.emailmarketersclub.com

35. Download the
slides & this
very handy
pre-launch
email checklist:
www.tamaragielen.be/emailforum.html

36. Questions?
Tamara Gielen
Email Marketing & eCRM consultant
tamara@tamaragielen.com
0477 666 930
www.tamaragielen.com / www.tamaragielen.be
http://be.linkedin.com/in/tamaragielen
http://twitter.com/tamaragielen