Atomic Email Marketing Blog ePochta.ru

Message Content

P.S. All Tips are Tested with Atomic Email Products

1. Design

Button vs. text link: Which draws more attention? With potentially more than half of your subscribers reading messages with images off, they might be missing your call to action or link to your offer. Send one message with a button image, optimized with an action tied to the offer, to half your list. Send another message with a text link to the other half and compare results. Remember, instead of using a generic message like “click here” on the button image or text link, use a specific call to action like “buy now” or “get the details” or “save 20% now.”

Email Marketing 2010

Inactivation campaigns will become more important, thanks to ISPs giving weight to engagement metrics when determining whether to deliver to the inbox or junk folder or to block email. Marketers with 50% or more of their list inactive will have to start devising strategies to deal with reducing that level. It will start with each company defining what “inactive” is for them, then progress to segmentation tactics to message inactives differently, and possibly culminate with reactivation campaigns that give subscribers a chance to reaffirm their interest or be dropped from the list.

There was a panel of 20-somethings fresh out of college at the Email Insider Summit . The majority of them indicated that they subscribe to emails that they don’t read and just hold on to in case they are suddenly in the market. These kinds of subscribers are becoming increasingly problematic for marketers.

Email Marketing Trends

If the recent StrongMail “2010 Marketing Trends” survey is correct, online marketing spending will be up in the coming year. According to the report, 89% of respondents said they will either maintain or increase the amount of their marketing spending in 2010, with 50% of businesses saying they would allocate additional dollars to their marketing efforts. The survey, conducted online Nov. 17–25, surveyed 1,057 business executives.

What will they be spending their dollars on? Social media and e-mail marketing are the top two areas, with 69% of respondents saying they will be increasing e-mail spending; 59% saying they would be increasing social media efforts; and 69% saying they would be integrating social media and e-mail marketing. They will do so using several strategies, said Kristin Hersant, StrongMail’s director of corporate marketing.