The Future of Email Marketing

deadline, and the incentive.

The main purpose of the educational message, Huffman writes in an ExactTarget blog post, "is to encourage subscribers to make the most of their subscription. Give instructions on how subscribers can get the most value from your emails. Unengagement may mean they have a lack of understanding of how your service or product works."

The subscription reminder, Huffman explains, draws on the metaphor of the printed magazine or newsletter. "Even though most email newsletters are free, opt-in is still required. [The subscription reminder] communicates that your emails have a high value, and reminds subscribers that they were the ones who signed up," she says.

The guilt trip technique, though uncommon in an email format, can also prove effective if used appropriately. Some brands guilt you into being engaged (or at least not unsubscribed), especially when relationships are involved. "The best example of this tactic is the 'deactivate your account' link on Facebook. It prompts an 'Are you sure?' page that populates photos of your friends with a message that they will miss you," Huffman asserts.

The deadline strategy for re-engagement is a tried and true method for a reason--it works. Busy customers may procrastinate on responding to an email or taking necessary action until it's too late, and giving them a deadline could create the sense of urgency most people need to finally act, according to Huffman. "When it comes to email, timeliness is everything, and if the consequence is being unsubscribed, giving details around when, why, and how it is going to happen can help give a subscriber enough of a nudge to re-engage," she says.

The incentive message, best served in combination with the deadline approach, provides a lifeline to companies whose content alone can't make a subscriber fall back in love with the brand. While many retailers give discounts on products as part of re-engagement strategies, points earned, VIP purchasing privileges, free shipping, a badge, or gift cards can all also serve as solid incentives. "Even helping others can be a carrot at the end of a stick," Huffman says. Zappos, for example, asks customers to help others by reviewing a product they just purchased.

A Fresh Take on Google Tabs

Ultimately, adapting to ongoing changes in the field of email marketing might not even require an overhaul of traditional strategies. Sometimes, it's as simple as a change in perspective.

The new Google Tabs, for example, aren't all that bad if you know how to use them, says Kevin Senne, senior director of deliverability and messaging compliance at Responsys, a marketing cloud provider that helps brands manage their digital relationships.

"At first glance, it's clear why marketers are terrified of the tabs. Messages that were once front and center are in a different place now, and that doesn't seem like a good thing," Senne says. But there are benefits to being demoted from the primary inbox to the promotions tab.

Once hidden among a slew of other messages in one inbox location, promotional messages are now isolated, waiting for customers until they are ready to shop. "In the past, promotional messages would roll in throughout the day and people might glance at them and move on because they're busy or not interested at that point," Senne says. "But now when people open those promotional emails, they're not just stumbling onto those emails--they're actively looking for them."

With Google Tabs, people who look under the promotions tab are ready to buy, and that requires email marketers to re-evaluate their perspective, shifting their focus away from catching someone's attention in a busy inbox toward making sure customers buy from their brand, not a competitor's, according to Senne.

"No doubt, email marketing is changing, but these changes aren't going to be devastating. They're going to require some readjusting and adapting, but that's just the nature of a practice so rooted in technology," Senne says. "New tools and technologies come along to make things easier for users, and email marketers have to find ways to embrace them."

---

Associate Editor Maria Minsker can be reached at mminsker@infotoday.com.

---

Related Articles

Marketo Integrates with InsideView Target To Streamline List Importing

InsideView Target customers can now build targeted lists for Marketo with one click.

Industry-Specific CRM Solutions Remain the Go-to Choice for Some Businesses

Two vertically focused providers supply companies with improved CRM tools.

GoDaddy Acquires Email Marketing Company Mad Mimi

Mad Mimi's technology will enable GoDaddy's small-business customers to better connect with clients.

Only 8 Percent of Online Businesses and Organizations Send Secure Emails

Most companies and government organizations fail to adequately protect consumers.

Liveclicker Delivers Dynamic Messaging Capability with RealTime Email Solution

Customized messages range from embedded videos and live messages to timers and social media feeds.

Yesware Launches Mail Merge to Boost Sales Email Efficiency

New tool enables salespeople to send highly personalized emails to hundreds of potential customers.

4INFO Launches AdHaven Bullseye MultiScreen (Video Interview)

The multiscreen solution will improve campaign targeting and delivery by measuring actual sales.

As Marketers Embrace New Tactics, Experian Studies Find Email Is Still King

Thanks to pop-up windows and responsive design, email remains the top marketing channel.

WhatCounts Adds Salesforce Integration to Its Email Marketing Platform

WhatCounts Winter 2014 release also includes a new interface with tools to build relaztional tables and create segmentation rules.

Netmining Debuts Dynamic Insights Reporting for Online Marketers

The Netmining Dynamic Insights reporting dashboard lets marketers see how campaigns are doing from any device.