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> Optimization: 11 Email Marketing Trends for 2005
2004 saw the emergence of many challenges as well as advances for email marketers. Here are our 11 key trends predicted to occur in 2005.
> Delivery Trends: FTC Clarification: What is Primary Purpose?
Overview of the FTC's recently released clarification of whether an email is commercial or transactional in nature.
> The Lab: Tips for Effective Email "Postcards"
Are "epostcards in your future? Learn from an EmailLabs client - who should consider them and key mistakes to avoid.
> Quick Tip: Keep HTML Emails to 500-600 Pixels in Width
Keep your HTML emails to a maximum of about 600 pixels so users do not have to scroll horizontally.
> StatWatch: Marketers With Ethical Privacy Practices Rewarded
91% of those surveyed are more likely to give their business to an organization that follows ethical email practices.
> Killer E-Newsletter Tips: Blog or Enewsletter? - Both of Course
More thoughts from Debbie Weil on the benefits of blogs.
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11 Email Marketing Trends for 2005
by Loren McDonald
Email marketing arrived in 2004. Despite the huge attention and real issue of over bloated inboxes due to increased volume of spam, no marketer could ignore the value and importance of email in their overall marketing program. What’s in store for 2005? Following are 11 trends EmailLabs has identified for 2005 - read the full article for the detail behind the trends listed below:
- The Email Marketing Manager Role Emerges as a Full-Time Position
- Email Delivery Divide: The Haves and Have Nots
- Increased Integration with Corporate Databases and Other Applications
- Use of Advanced Email Technology Features Grows Rapidly
- Design Takes on Greater Importance
- Marketers View Email in Larger Context Than Just Marketing
- Resource Constraints Fuel Demand for Consulting Services
- Companies Continue Shift from Software to Hosted Model
- Only Spammers Will Spam
- Marketers Place Greater Emphasis on List Quality
- Marketers Cede Control to Customers; Focus on Building Trust and Lifetime Value
Full Article | Feedback
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FTC Clarifies "Commercial Versus Transactional" Messages
by Kirill Popov
The FTC recently released a clarification of what CAN-SPAM Act meant when referring to whether the primary purpose of an email is commercial or transactional. The 80 page clarification, (available here: http://www.ftc.gov/os/2005/01/050112canspamfrn.pdf ) primarily aims to clarify how to categorize messages which may have both transaction and commercial pieces. Read the full article.
Full Article | Feedback
Read our latest ClickZ E-Mail Deliver Column -
How Nongeeks Can Increase E-Mail Delivery
ClickZ E-Mail Delivery - Archived Columns
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Tips for Effective Email "Postcards" - from Blue Tent Marketing/EmailSherpa
EmailLabs' agency client Blue Tent Marketing was recently featured in EmailSherpa where Co-Founder Peter Scott outlined who should use email postcards and four mistakes to avoid.
The five types of marketers that should consider testing epostcards are:
- Newsletter publishers with declining clicks
- B-to-B marketers seeking subject guidance for future white papers or webinars work best
- Retailers highlighting one special offer
- High-ticket item marketers with longer sales cycles
- Viral wanna-be marketers
Peter's suggested four big design/format mistakes to mistake:
- Mistake #1. Don't put text over the picture
- Mistake #2. Waaaaaay too much copy
- Mistake #3. Boring picture
- Mistake #4. Transferring HTML copy to the text-only version
Read the full article to discover if "epostcards" may have a place in your company's email marketing program.
Full Article | Feedback
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Keep HTML Emails to 500-600 Pixels in Width
Ever notice that most of the HTML emails you receive appear to about the same width? Measured in pixels, most HTMLs fall into the range of 500-600. The early email clients were developed pre-HTML and thus were not designed to render wide Web page-like emails. More recently, the message windows of popular Web-based email services such as Yahoo! Mail, Hotmail and Gmail will typically present 500-600 pixels - varying based on the user's screen resolution settings.
In simple terms this means that your HTML messages that are wider than this range will require the recipient to scroll horizontally to view the entire width of the email. While forcing a user to scroll horizontally might be OK on your Web site, it should be avoided with your emails. Users may only give your email a quick glance and with key content and images getting cut off, you risk losing a transaction or reader, and at minimum being an irritant.
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Marketers With Ethical Privacy Practices Rewarded
The results of a November 2004 privacy and permission-based email survey of US Internet users conducted by ReleMail, an email privacy certification service, underline the importance for marketers to communicate and adhere to good email privacy practices.
The survey reports that email privacy is important to 96% of respondents, and that 83% have avoided subscribing to an email newsletter because they weren't sure they could trust the publisher.
Users' skepticism about about permission matters is reflected by 80% of respondents reporting that they have tried to unsubscribe from an email newsletter and found that the unsubscribe did not work.
The positive news for marketers with good privacy and permission practices is that 91% are more likely to give their business to an organization that follows ethical email practices and respects their privacy, with 72% being more likely to subscribe to an email newsletter which has been independently certified.
Source: eMarketer | Feedback
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Combine a Blog with Your Enewsletter
Blogs and RSS will never replace email newsletters, but look for blogs to begin taking off in 2005 as part of many companies' communication and marketing activities. Here is a link to an article that Debbie Weil, EmailLabs client and blog expert, recently contributed to BtoB's E-Mail Marketer Insight newsletter - Should I publish a blog instead of sending out an e-newsletter?
Read the Article | Feedback
Debbie Weil is a business blogging and online marketing consultant to CEOs and other top-level execs. Read her blogs at www.DebbieWeil.com and www.BlogWriteForCEOS.com - and award-winning www.WordBizReport.com newsletter.
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CAN-SPAM Act, delivery challenges, crowded inboxes, SPF and Gmail were some of the hot topics in 2004. This issue we'll take a look into our crystal ball and make some predictions of key trends for 2005.
Loren McDonald
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