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How can we grow our email marketing list? What's the best way to improve our email marketing deliverability? How can we make Facebook—or Pinterest—part of our email marketing strategy? http://www.optindatalist.com If you've wondered about interactive marketing issues like these, you're not alone! These are real challenges that marketers like you face every day. OptinDataList is fortunate to work with some of today's top brands who lead the way in cross-channel marketing. Here, we share a few email marketing best practices that we've identified and refined over the past decade. http://optindatalist.com We’ve known for a while now that mobile is a critical factor in all things marketing. This is particularly true for email marketing today. Between October 2010 and October 2012, mobile email opens increased by a whopping 300% According to Litmus Labs, 42% of the email client market share is on a mobile platform such as iPhone, iPad or Android. OptinDataList reveals that 56% of consumers with a smartphone have purchased something as a result of an email message. This is a worldwide phenomenon, with USA email open rates trailing those of Europe, but growing quickly.www.optindatalist.com You may be doing a bang-up job on designing and writing emails to support your direct marketing effort—but if you aren’t designing email for the mobile device, you may be missing some real opportunities. When it comes to email creative best practices, the underlying principles remain timeless: drive engagement through relevant, user-friendly communication. As technology develops, subscribers’ reading habits evolve as well, and we respond by changing what we mean by “user-friendly.” Virtually every company has invested in having the ability to send emails to their customers. In fact, MarketingSherpa’s 2012 B2B Marketing Benchmark report ranks email marketing as one of the top three marketing tactics. On average, companies with over 100 people allocate 9% of their marketing budget to email alone, and those with fewer than 100 employees up the ante to 16%. The fact is, email still works really well. But the world is changing. The inbox is fragmenting like never before. Marketers have to deliver their messages in more formats to multiple devices. And their messages have to be more relevant, delivered more frequently, and somehow still make it into the “most important” section of their buyer’s inbox. In reality, much of the email marketing you see today is pretty terrible. Messages are un-targeted. Their delivery is ill-timed and poorly formatted. It’s no wonder that engagement—the holy grail of email response rates—is falling along with declining open and click rates. optindatalist.com Other traditional marketing tools—such as CRM, landing pages, social media, and web analytics—only compound the problem. Because they don’t integrate with the email solution, email is left in a silo. It suffers from limited segmentation, and creates excessive amounts of administrative work for marketing teams who endeavor to connect their processes and consolidate reporting manually. Costs quickly escalate for ad hoc solutions that deliver poor ROI, and revenue flounders because companies deliver inconsistent, un-personalized experiences to their customers. The answer is to use email solutions that do more—coordinating with other tools, delivering more dialogues that build relationships and engage buyers (not companies) on their timetables. That’s where marketing automation software comes in.
