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Email Trends to Follow Into 2009

As we all know, email marketing is an ever-changing marketing form. It is easily adaptable to market fluctuations, economic hardships, and sudden changes in marketing strategies.

There are so many trends that can impact email marketing, but I’d like to cover four that I feel most affect our clients. It’s important to keep these in mind while devising your email marketing strategy for 2009.

1) Control is in the subscriber’s hands now more than ever.

It used to be that subscribers had little or no control over a sender’s email program. Times have surely changed. With eLoop (as is true with most email tools today), subscribers are able to decide many things for themselves:

• Whether to opt-in to your communications
• When, where and how they will read your messages
• If and when they want to change their preferences for content, format and frequency
• Whether to report your email as spam
• When to end the relationship

2) Emerging channels are creating shifts

Email has begun the shift to allow for the multi-channel approach. There are so many communication channels available to get your message delivered – you’ve got text messaging, email, and voice among the most prominent. These days, it’s easy to combine these mediums and provide a “combo” to your recipients. Preference selection comes into play here – allowing the recipient to decide how they’d like to receive certain messages.

For example, travelers might prefer promotions via email, flight delay notifications via voice, and weather updates via text messages.

3) You find your email list shrinking – your number of inactive records is way up!

This may come as a shock, but you should expect to lose about one third of your list each year due to bounces, opt-outs and spam complaints. To add to the shock, you can pretty much bank on 25-50% of your email list being stagnant, meaning they have not opened or clicked on your messages in 12 or more months.

Now that I’ve got your attention, rest assured…you can reduce these scary numbers! In order to do so, you’ve got to make some improvements to your email program.

• Give more control to your recipients (as discussed above).
• Manage subscriber’s expectations from the start
• Create welcome programs
• Use trigger-based messaging and a relevant target approach

4) Design Emails to Render Across Multiple Environments

There are so many environments out there in which you can read your email. Desktop email reading has taken a backseat to mobile email. The downside of this is that many mobile phones turn your fabulous-looking HTML messages into a mess of URLs and code.

The majority of recipients view emails several times and on different devices. The message may initially come to their Blackberry or iPhone, but later that day, they may view it in Outlook, Gmail or Yahoo.

The importance of designing your email to render properly across the board can’t be stressed enough. In eLoop, we offer enhanced rendering testing which shows you how the message will render on mobile devices and in various email clients. If you are interested in learning more about enhanced testing, please email This email address is being protected from spambots. You need JavaScript enabled to view it..

So there you have it…four trends that are not going anywhere anytime soon. Luckily, email tends to adapt very well to change in trends. If you have any questions regarding the information provided, do not hesitate to contact me directly at 301-990-9857 x213 or via email at This email address is being protected from spambots. You need JavaScript enabled to view it..

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