• by Deirdre Cook , September 7, 2007

I can always tell when autumn is approaching: my favorite magazines publish huge telephone-book-sized bibles on the dictates of fashion. While perusing this year's stack, I see an endless parade of "What's HOT / What's NOT" for the upcoming season. Seems this is the time of year to clear out the old and make way for the approaching changes.

Now is also the perfect time for email marketers to a closer look at what we've been doing and weed out outdated thinking. Why not take advantage of the emerging trends this fall, and set your path for a hugely successful holiday season?

 
IN: Knowing "Reputation" is everything

OUT: Thinking "Permission" is enough

It takes much more than permission to make it into your subscriber's inboxes these days. About 13 percent of opt-in emails end up in the junk folder. According to Lyris' "ISP Deliverability Report Card," there are two main reasons this happens: heavy use of images and user complaints.

There are many variables that affect your email reputation -- complaint rate data, email volume sent, unsubscribe functionality. and more. Start today to take steps to actively monitor and protect your reputation.

IN: Combination emails (HTML with Text)

OUT: All-image emails

Not only can an image-heavy email end up in the junk folder, but assuming it does end up in the user's inbox, it may not render automatically and may require your audience to engage just to view your message. This is neither efficient nor effective, and definitely not a great use of your marketing dollars.

Continue to send all-image emails and you're minimizing results. Quite simply  -- all-image emails are passé!

IN: Relevant

OUT: Generic

Today's savvy consumers have little enough time for life, let alone sifting through hundreds of irrelevant emails. Make your emails talk to the core interests of the individual by delivering dynamic, personalized content and imagery based on their selected preferences, and they are sure to respond.

This season, take a pass on sending generic, mass-blast emails and craft an email strategy based on relevance.

IN: CPA List Deals

OUT: CPM List Rentals

When faced with a limited marketing budget, doesn't it just make sense to pay for results -- for what REALLY works for your specific audience? Sure, some cost per thousand (CPM) list rentals may work -- if you're targeting a niche audience, working with a reputable broker and a proven list source. However, most times, results are unpredictable. It's like playing roulette with your marketing budget.

Cost per acquisition (CPA) exchanges have been around for a long time in online media, and finally the email world is catching up. Pay for performance email lists are definitely a trend worth exploring -- you really have nothing to lose.

IN: Acknowledging MOBILE is a way of life

OUT: Pretending your audience isn't mobile

Today's world has become a mobile world. And according to a study by Exact Target, 60 percent of mobile users find that "a mobile device provides a good means of reading email." This new behavior creates new challenges for email marketers. People interact differently with email they receive on handhelds; smart marketers know this and are taking steps today to prepare. 

Start today by incorporating a mobile strategy as part of your data collection process, and addressing this within your opt-in policies. Adjust your creative strategy to ensure everything renders appropriately on the small screen -- and don't forget about your landing pages.

IN: Integrating email metrics with Web analytics

OUT: Viewing open rate and CTR as the measure of success

Open rates and click-through rates (CTR) will always be vital indicators of how a specific campaign is performing, and we should not ignore these time-tested basics. However, a campaign that ranks high in open rates and CTRs may not be providing the most conversions.

The hottest way of measuring email campaign success goes beyond the basics and incorporates a comprehensive Web analytics strategy to gain insight into the full picture. Try this out on your next campaign, and you just may be surprised by what you learn.