What Should B2B Email Marketers Expect This Year?

Author:
Jeff Nicholson
Source:

In the new year, marketers are looking to improve upon the past year's email efforts. To help marketers fine-tune email strategies, Jeff Nicholson highlights three trends for 2013.
 
1. Opt-out will become a much more critical metric. In the past, marketers have often thought of email as “free”, leading to extensive overmarketing. However, next year, businesses will have fewer opportunities to get email marketing wrong. When customers opt out, it cuts off the primary communication lifeline for driving revenue and retention. Customers will expect to have the opportunity to specify how, how many and how frequently they receive email messages. To deal with the expectations, businesses must give customers the opportunity to proactively “opt down” rather than “opt out.” In order to decrease opt-out rates, businesses should focus on the following: 1) Customers want to receive emails in the frequency they prefer; 2) customers want to provide businesses permission in order to send a message; and 3) customers want email messages to be relevant to their needs....

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