The theory of email marketing is simple and easy. Create an email and send it out, cheaply and quickly, and watch the leads and the money roll in. But in practice, it's pretty difficult. Here are the email marketing trends you need to know. How to create an effective email marketing strategy. 1. Active - Clean list Readers know how to use the "junk" button and they're not afraid to use it. List hygiene is critical, but marketers are paying close attention to acquisition programs (catching addresses) and subscriber retention programs (keeping addresses) to keep their lists active and viable. 2. Attractive Subject Line Marketers are trying hard to create attractive subject lines. Limit your subject line to 50 characters (the default setting in most email clients). Test sample subject lines to see what performs best. And never forget to convey a clear value proposition that gives your reader a good reason to open your message. 3. Simple Design Remember that images are turned off on most default settings, so your beautiful image won't mean a thing if readers never see it. Simple is almost always more deliverable and pulls better results. At the very least, design the email header to deliver your core message independently of the image, using text or alt tags to "sell" your offer right in the preview pane. 4. Test HTML and Text Test your HTML emails for rendering in the most popular email clients, including Outlook, Gmail and Yahoo. Lyris warns that some ISPs are filtering mail into the spam folder if the HTML is not coded properly. Consider formatting your emails in multi-part mime (MME), which sends the email in both text and HTML. Upon delivery, the email smoothly renders itself according to the settings of the email client. 5. Use Automation Send targeted messages at precisely the right times. When someone opts into your list, send them a series of welcome emails with specific, relevant information. When someone buys a product, send them an email with suggestions for other products they might like. Use automation to send your emails. 6.
Integration
Emails must carry on a conversation with your audience in seamless conjunction with newsletters, direct mail, social media marketing and especially websites. For example, don't send email traffic to your generic home page. Instead, send them to a landing page that picks up where your email left off - whether it fulfills your offer or provides deeper information into your product or services.
