5 Top Email Marketing Tactics for 2010

Ready or not, 2010 is here. And according to eMarketer, 2010 is going to be a good year for email marketing. A December survey revealed that 69% of respondents plan to increase spending on email marketing efforts – more than any other marketing strategy.

To ring in the New Year, we’ve compiled 5 email marketing tactics that are likely to gain even more ground this year.

1. Integrating Email With Social Media.
This email marketing tactic – which picked up steam throughout 2009 as a way to boost customer reach – is likely to spread like wildfire throughout 2010. Consider the results of an early 2009 study by Exact Target, Ball State University and the Email Marketer’s club: 46% of marketers planned to incorporate the two marketing strategies in ‘09, compared to 13% in ‘08—a whopping 253% increase.

Both BtoB and Consumer Marketers are moving beyond simply including links to social profiles, such as Twitter, Facebook and LinkedIn, in email messages.  Some additional tactical ideas for integrating the two strategies include:

  • Using a blog to highlight content from an e-newsletter once or twice a month, and inviting readers to download the full content via a landing page
  • Conducting a timely poll on Twitter, and creating a visual representation of the results, in an e-newsletter
  • Leveraging social media channels to offer email subscribers customized options (i.e., receiving a combination of a monthly newsletter, a Twitter feed with promotions and an RSS feed with daily news instead of receiving a generic bi-weekly e-newsletter)

2. Focusing on Engaging Subscribers.
In a December article from Direct magazine, writer Ken Magill reports that ISPs are now looking into using engagement as a factor to determine if emails get to inboxes. That would mean if subscribers aren’t interacting with email messages, the ISP may stop delivering the messages…

3. Re-engaging Inactive Subscribers.
Building an email subscriber is one thing; building an active email subscriber base is another. Virtually every email marketing list contains a group of inactive subscribers, those who aren’t opening emails but haven’t yet unsubscribed…

4. Creating Viral Campaigns.
Viral marketing isn’t a new concept. But today, with sites like Twitter, Digg, Flickr and Facebook, email messages have the potential to be shared like never before. Try out these email marketing tactics in 2010 to help extend your message to a maximum number of customers…

5. A/B Testing and Optimizing Landing Pages.
Thanks to quickly advancing marketing automation technology, email marketers can more easily perfect landing pages to create a relevant experience and maximize conversions. Many email marketing tools now offer built-in A/B page-testing capabilities, enabling marketers to test multiple page variations and measure the performance of each…

Read more Top Email Marketing Tactics for 2010

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