According to the 2012 MarketingSherpa Benchmark Survey, several companies are likely to increase their email budget by more than 30% in 2012. However, Delivra is finding that most companies are still struggling with the same fundamental tactics of email – list building, content, integration, design, etc.
Don’t increase your email budgets without a clear focus on what needs to improve and what doesn’t. Take the time to focus on the fundamentals; it’s these basic concepts that make your email marketing program exceptional. Recently, Delivra published trends, statistics and recommendations. Below are 3 take-aways:
- Create content based on data. Creating relevant content can be a challenge for email marketers. Constantly collect data about your audience in order to make content as relevant as can be. Find out what your audience wants to hear by asking in a survey or preference center.
- Segmentation Gives You an Edge on the Competition. In the MarketingSherpa 2012 Email Marketing Benchmark Survey, it stated that 95% of companies needed to improve list segmentation. Don’t be left behind – start focusing on perfecting your segmentation now!
- Design for mobile, period. According to the same report, 58% of email marketers are not designing emails to render properly on smartphones. Smartphones are becoming more popular, so why wouldn’t you be designing emails with this in mind?