As 2009 ends and businesses begin setting strategies for 2010, it's time to review your email advertising campaign, and what you want to focus on for the upcoming year. The question is what should you focus on for email advertising in 2010?
It doesn't matter what type of email advertising rep you are, whether your a novice or expert, B2B or B2C, 2010 is introducing a revolution. An entirely new way of reading and navigating information will the change the Internet as we know it. Web 3.0 is finally here and Apps are the new Internet.
As consumers are becoming more digitally driven, they're buying more enabling devices, i.e. ones that are connected to the Internet 24/7. Most of us already have these devices: iPhones, Android phones, netbooks, TVs, gaming systems, electronic readers, and more.
This means that email advertising will need to evolve in order to be more conducive towards a mobile accessible phenomenon that is drastically changing the way in which we read and interact with our messages.
For example, people that are connected 24/7 on mobile devices can see email advertising right now, and for those already in a store, they can purchase faster than they can shop online. Why? Because they're standing in the store when the email advertising arrives.
For B2B, this means that email advertising received at a trade show can also be tweeted to drive traffic to a booth, or a conversation happening in a large hall.
This also means that emails will face an important challenge to remain actionable for a later date. When you read most of your emails on your PC or laptop, the messages are staring at you, reminding you to read them, file them, or delete them. But when you read your emails in a mobile setting, you remove the bold black "new message" label and hours later when you look in your inbox, you run the risk of losing the message to the sea of other messages received while you were gone.
So when you sit down to consider your plans for 2010, remember this:
The next year and a half will bring significant changes to our lives as email advertising gets better.
It doesn't matter what type of email advertising rep you are, whether your a novice or expert, B2B or B2C, 2010 is introducing a revolution. An entirely new way of reading and navigating information will the change the Internet as we know it. Web 3.0 is finally here and Apps are the new Internet.
As consumers are becoming more digitally driven, they're buying more enabling devices, i.e. ones that are connected to the Internet 24/7. Most of us already have these devices: iPhones, Android phones, netbooks, TVs, gaming systems, electronic readers, and more.
This means that email advertising will need to evolve in order to be more conducive towards a mobile accessible phenomenon that is drastically changing the way in which we read and interact with our messages.
For example, people that are connected 24/7 on mobile devices can see email advertising right now, and for those already in a store, they can purchase faster than they can shop online. Why? Because they're standing in the store when the email advertising arrives.
For B2B, this means that email advertising received at a trade show can also be tweeted to drive traffic to a booth, or a conversation happening in a large hall.
This also means that emails will face an important challenge to remain actionable for a later date. When you read most of your emails on your PC or laptop, the messages are staring at you, reminding you to read them, file them, or delete them. But when you read your emails in a mobile setting, you remove the bold black "new message" label and hours later when you look in your inbox, you run the risk of losing the message to the sea of other messages received while you were gone.
So when you sit down to consider your plans for 2010, remember this:
- Getting a solid commitment to opt-in messaging is key. The decade of digital devices starts in 2010, and you'll need as much commitment as you can get.
- Be ready to test messages that resonate when people are mobile. Mobile doesn't mean a phone necessarily, it also means walking around. Think out of the box; imagine someone becoming a brand facilitator for you with the push of a button.
- Don't claim victory over any type of messaging strategy. I'll put money on the fact that in the fourth quarter we'll be messaging differently than we do now.
The next year and a half will bring significant changes to our lives as email advertising gets better.
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