1. HOW TO MAXIMISE EMAIL MARKETING IN THE SOCIAL AGE Traditional digital marketing is not dead.

2. Putting it out there… Social media did not kill the email star.

3. But using the old tried and tested email marketing methods no longer cuts the mustard. To keep ahead in this game, you’ll need to evolve like never before.

4. New solutions for old challenges.

5. Challenge one Ever-increasing communication channels

6. It’s alive! One of the best things about social media is that the web is no longer just a place to get information. Web 2.0 is alive and full of two-way interactions.

7. New online communication channels have increased demand for two-way interaction. People want to be talked to, rather than talked at.

9. What’s more, with customers using a vast range of communication channels, you need to use the ones that suit them, not you.

10. * www.comscore.com FACT The number of visitors to web-based email sites fell 6% in 2010 compared to the previous year.*

11. www.theconversationprism.com

12. So ask yourself… In a new social world which thrives on customer engagement, how can email marketers keep up?

13. Challenge two Mobile inboxes

14. Inbox restrictions on mobile devices mean you now have to think even harder about how an email will look and work on a range of different platforms.

15. Priorities? On Apple mobile devices, the ‘from’ appears above the ‘subject’ line, and in large, bold text. On the Droid the reverse is true.

16. So ask yourself… With customers viewing emails via a wide range of platforms and browsers, how do you ensure your message isn’t lost?

17. Challenge three Information overload

18. Nuff said .

19. Challenge four Smarter inboxes

20. The Intelligent inbox is here

21. Each email provider has a different set of rules for smart labels and filters.

22. Google’s priority inbox reviews incoming mail and sorts it based on a users previous interactions. If Gmail doesn’t think it’s important is get dumped down the page .

23. So ask yourself… If emails are automatically filtered by intelligent inboxes, will anyone ever see them?

24. Challenge five Declining open & click through rates

25. * emarsys Benchmark study 2011 FACT The average open rate (for HTML emails) continues to decline, dropping by a further 5 % since 2009.*

26. * emarsys Benchmark study 2011 FACT The total click-through rate dropped to 6.73% in 2010 (12.55% in 2004).*

27. So ask yourself… Is the email party over?

28. Don’t be a Dodo.

29. * www.comscore.com FACT The number of users accessing their email via a mobile devices has grown by 36%.*

30. * ExactTarget Email study 2010 FACT Six in 10 people start their day with email.*

31. * ExactTarget Email study 2010 FACT 88% of people check their email at least once a day.*

32. Helping you stand out from the crowd. Current key trends and best practices in email marketing.

33. Trend one Ever-increasing communication channels? No problem, just make sure you integrate with social media.

34. Harnessed correctly social media sites can support and enhance email campaigns.

36. Trend two Make it truly mobile

37. * www.comscore.com FACT The number of people who check their email daily via a mobile device has grown a whopping 40 %.*

38. Designing for mobile devices is NOT about reducing the size of your email to fit a mobile screen.

41. It’s all about speed – speed of access to relevant information.

42. And with signal strength impacting open rates, and some devices unable to load images, a picture doesn’t always tell a thousand words.

43. The bottom line: Make sure your emails can be read on a variety of platforms and mobile devices. Think about your content hierarchy and how your email will be presented. In the mobile space real estate is precious. Keep it snappy and give them a reason to open.

44. Trend three Mud doesn’t stick.

45. People are swamped with unwanted marketing messages so sending irrelevant and unwanted content to your subscribers is a huge no-no. Be relevant or die trying (or something like that).

46. And if you haven’t realised by now that permission-based marketing is the way forward then you’re in the wrong job. Sorry.

47. Trend Four Content is king. Inboxes are smarter, so must you be.

48. You’ve heard it before we know, but that doesn’t make it any less true. Keep it fresh and keep it relevant.

49. * people-press.org FACT Editorial-based emails boast open rates of 24.3 % and click-through rates of 7.5 %. Above average compared to other types of business email.

50. Be magnetic! Magnetic content is anything subscribers genuinely want to engage with and share with others. Content that entertains, amuses, informs, or fills a need.

52. Don’t forget the basics.

53. Of course in this brave new email world of ours, it’s important not to forget the basics (complete with obligatory light bulb graphic).

54. KISS. Keep it short and simple. The shorter it is, the more chances that the recipient will read it. Avoid too much copy and don’t overstuff the content and calls to action. Marketecture Group Creative Director !

55. Be creative. Don’t throw away the rule book but don’t be afraid to have some serious fun along the way. Feel free to challenge traditional thinking.

56. Check your grammar and spelling. AND AVOID EXCESSIVE CAPS AND EXCLAMATION MARKS!!!!!!!!!!!!

57. Don’t forget the call to action. Tell them what to do and show them how to do it.

58. Test, test and test again. And once again for luck.

59. What can be measured should be measured. And don’t ignore the results.

60. So there you have it, in the world of B2B marketing email is still a valuable tool in the markers armoury. Just don’t use it in isolation and whatever you do, stand out from the crowd.

61. THANK YOU. www.marketecturegroup.co.uk