After the last class about email marketing, I spent some time researching about this topic. There are plethora of content on the web on email marketing, and blow are few good tips that I found that go well with what we learnt in class.
1. The most critical time to the consumer lifecycle is the first few emails. A simple welcome email and then sticking them into the email rotation is not going to cut it anymore.
2. Reduce file sizes so emails load more quickly over slower Wi-Fi and cellular networks
3. More than 20% of emails sent during the first six months of 2011 were opened on mobile devices, according to a study released by email service provider Knotice. This study found that the mobile's share of email open rates increased by 51%. This means we need to look at optimizing emails for mobile devices as mobile penetration continues to increase. This also means that as email marketers we need to optimize the post-click experience for mobile devices.
4. Penalty for mailing to dormant email addresses is increasing as ISP providers, such as Yahoo and AOL, who are already under strict financial constraint, are viewing emails to dormant accounts as a cost center.
5. Think of using video in email. According to Forrester research, Video in email represents new revenue opportunities and click-through optimization for email marketers. It seems that using compressed video without sound, animated gifs, and clickable screen shots of videos can increase click-through rates by two to three times. Incorporating videos into emails is increasingly becoming possible because of HTML5 video rendering being made available in email now.
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