Practice: 5 Latest Email Marketing Strategies

Jul 26, 2013, 09:00 ET from

NEW YORK, July 26, 2013 /PRNewswire/ -- From 2008 and 2010, marketers constantly try rarely used, readily available, or even bizarre tactics. From 2012 up to now, marketers are never bored and email marketing is still in constant testing and trials. Despite repeated attempts, Soobest believes more marketers need to try some new tactics, and not stick to the existing framework. The following are five latest email marketing strategies summarized by the author, in hope of an inspiration for marketers when they carry out email marketing activities.

1. Interactive strategy: direct mail response, diversification of motives
Despite maintaining the previous setting of CTA buttons to guide users to act, marketers can try to let users reply to their emails to increase users' participation since clicking, opening and more other interactive participation indicators have an impact on email marketing. For example, offer the opportunity to participate in a lucky draw, allowing users to reply to the theme of a "winning" email. In addition, provide users with a variety of motives, such as using "Please help us improve our product design," "In order to provide you with a better user experience," "Your suggestions are important to us," and other more advanced motives. In this way, you will entice users to participate using spiritual rewards, rather than rely entirely on prize stimulation.

2. Provide active users with exclusive benefits
Give exclusive special offers to active users during a certain event or time period. Its good way to stimulate interaction by offering coupons, discounts, free shipping and other incentives to active users who opened every email newsletter. Through these means, you will not only reward existing active users, stimulate more purchases, but also bring good branding effect through a combination with MGM and social sharing. What's more, it is a novel way to lure new users and turn them into permanent users.

3. Share email revenues and conversion data with ESP
The ultimate goal of most email marketing personnel is to maximize revenue, so opening and clicking rates are taken as principles for a successful email. However, this may produce misleading results. However, there are few marketers giving free back data to their own ESP, and ESP cannot get the exact email marketing results back. Therefore, in order to optimize email marketing strategy and to implement email marketing return on investment, it is best to share with your ESP email marketing revenue data.

4. User data integration and analysis: the establishment of eID digital identity file
It is necessary to do timely effective integration and analysis of user data. According to statistics, 83 percent of users are now using their mailbox as landing websites, thus a large number of user attributes and behavioral data have accumulated for e-mail marketing. But have enterprises taken full use of these data? Having obtained valid user e-mail addresses, it's better for enterprises to establish eID digital identity files based on users' attributes, user sources, access times, browsing history and other information. Then send different themes to different types of users and content to improve accuracy. At the same time, companies can extend and apply this email marketing data analysis advantage to SMS, Twitter, and other marketing methods in order to achieve large data resource sharing and maximize the marketing effect.

5. Confirm unsubscribe page design techniques: provide email preferences and multi-channel combo
You may lose a subscriber, but you may also get more fans or followers. On one hand, you can meticulously design an unsubscribe confirmation page to collect users' unsubscribe reasons or users' specific mail preference, so that you can collect users' information, optimize emails, and maintain email users, allowing users to continue to receive mail. On the other hand, adding other marketing methods on the unsubscribe page with discount incentives, allowing unsubscribed users to experience brand interaction through other channels to draw them back.