2009 is coming to a close. That means time its time to review what has worked in the past year in email and begin implementing new strategies for 2010. So here it goes, what should you focus on for 2010?
Now that people are more digitally driven they are buying more enabling devices that are connected to the internet at all times. This includes things such as iphones, netbooks, TVs, gaming systems, Android phones, and electronic readers.
This has implications for the art and science of email marketing. It will need to develop in a way that will enable it to be favorable to a mobile accessible phenomenon. This will significantly change the way that we interact with our messages.
A great example for this is how an ad in an email can drive faster store purchasers. People connected to their mobile devices 24/7 will now be able to see an ad in an e-mail and it will be even easier for them than shopping online. Why? Because they are actually standing in the store when the email arrives! This is also good news for all of you B2Bers out there. Now an email at a trade show or convention can be tweeted to increase traffic to your booth.
Keep in mind, there is a challenge that emails face here. They must continue to be actionable for “a later date.” Messages are looking directly at you when on your PC or laptop. They are basically waiting to be read, filed, or deleted. However, when emails are read in a mobile setting, the bold black “new message” film is removed, and there is the chance of losing the message to the huge crowd of other messages that were received while you were away.
Here are some things to keep in mind when thinking about your 2010 plans:
- You need a firm commitment to opt-in messaging. The decade of digital devices is starting now so it’s necessary to get as much commitment as possible.
- Be prepared for testing messages while people are mobile. This includes anything that people are walking around with, not only phones.
- Don’t get too excited over any of your new messaging strategies. The likelihood is that in the fourth quarter we will probably be messaging differently than now anyway.
Email is about to get better and more exciting!! Major changes will be taking place in our lives within the next 18 months. There is no better time to test and explore messaging with your customers!
