In this article, you'll learn...
- Three areas of email marketing that have evolved
- How to modernize your email marketing for success in 2012
Though all things Internet seem to move at the speed of light and come or go overnight, commercial email marketing is, impressively, approaching its 15th anniversary.
I remember becoming involved with email first in 1999 and being impressed by the creative and technical possibilities—even though dial-up Internet connections still outnumbered broadband!
Although anti-spam software and abuse-prevention delivery rules have often thwarted the channel's technical capabilities since its early years (video in email was possible in 2000), no excuse justifies emailing like it's still 1999.
After a decade of following so-called best-practices, we should examine the core components of our email programs to be sure we're applying contemporary thinking and capabilities rather than simply running what worked (or was assumed to work) in the past.
Many best-practices are far from evergreen, and if they are not examined continually they become the No. 1 reason an email program slowly degenerates into mediocrity and produces diminishing returns.
Opt-in permission was a much-supported standard of early email marketing, but it was not legally mandated in the US. The result? To develop email lists, marketers often disregarded permission, favoring quantity over quality and adding email addresses to their files via all possible means—co-reg deals, list swaps, compilation of data from directories or prospect files, etc.
Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.