Posted by Brenda Timm
In the early days of email marketing, blasting the same offer to a few hundred people seemed like a perfectly sound strategy. Not so much anymore!
As we’ve learned, it’s all about catering to our customers’ habits and ever-changing modes of communication. What does that mean? Studying up on past purchase patterns and realizing that not everyone is reading from a desktop anymore.
Bypassing the dreaded junk mail folder requires careful contemplation of what to send and when. “The Email Marketers Success Kit: Five Trends for 2012” article from MarketingProfs gives some great insight. One helpful tidbit: event-based messages like a response to someone leaving her cart mid-order can have up to 70% higher open rates and five times more ROI than your everyday newsletter.
As one of the most cost-efficient tactics available, email marketing isn’t something to give up on in 2012 … it’s something to adapt to!
