Below is an copy of an article written by Peter Ghali, iContact Senior Manager, Product Management, that was reposted and sent to us by our good friends at Mirro, Inc. Mirro, Inc, for those of you who don't know, is a firm that specializes in helping optometric practices better market themselves. Mirro uses advanced education techniques and of course, EMAIL Marketing, designed to get the most out of a practice and it's staff. Please give them a call by clicking here for more help marketing your practice.
Now, without further Ado I present to you the article by Peter Ghali.
TOP FIVE 2012 EMAIL MARKETING TRENDS
-By Peter Ghali
Social media and email marketing go hand in hand these days. It is now commonplace for marketers to add social sharing buttons to their emails and to use email marketing to grow their own social network following. The advantage of combining your email and social media marketing is that it gives your subscribers an opportunity to hear from you the way they want to hear from you. Everyone benefits, and this trend will continue into 2012.
Email marketers are realizing that more and more emails are read on smartphones. Over time, this trend has been increasing. In 2012, email marketers will look for guidance and best practices to help them ensure that smartphone users still receive appealing content that engages them while they’re on the go.
While email marketers will still focus on list growth (as they should), 2012 will see email engagement become even more critical. Consumers are faced with overcrowded in-boxes, so you’ll need to establish a connection with your subscribers so your message can stand out. Additionally, many email programs (Gmail, Yahoo, etc.) are adding tools to help their users filter out messages that aren’t important (e.g., Gmail’s Priority Inbox), so it will be imperative for email marketers to increase their focus on engaging users via opens/clicks.
Email marketing is all about delivering value to your subscribers. In 2012, email marketers will need to evaluate their content strategies as they try to increase email engagement. Email marketers also have to consider how their email content can be leveraged for other marketing channels (e.g., social, web). It’s very easy to get overwhelmed with the need to create content to keep your marketing fresh and relevant. In 2012, email marketers will look for better ways to create, curate, and re-purpose content to resonate across channels and drive higher engagement.
2012 will continue to see email marketing garner quite a bit of attention from marketers. As you grow your email marketing, keeping these trends in mind will only help. What other email marketing trends will make a difference in 2012? Feel free to share!