Your Email To-Do List For 2012


It’s that time of year for articles predicting marketing trends for 2012. For this column, however, I’m taking a different approach and outlining several tactics that should be on your 2012 to-do list.

Some of these are tactics that will help you keep up with your competitors, while others could move you ahead of the pack. All are designed to help you deliver a more effective email program — and, ultimately, achieve your business goals.

List Growth/Data Capture 

  • Investigate new options and channels that help you acquire more new subscribers and associated data you can use to fine-tune your messages, such as the following:

o      Location-based opt-ins using social programs like Foursquare, in-store tablets or kiosks and QR codes on store signage.

o      Opting in via SMS text message.

o      Social sign-in (subscribers opt in quickly via a social network without filling out innumerable data fields).

o      Progressive forms that gather data gradually over a series of prompting emails.

o      Optimized preference centers that enable more sophisticated targeting based on demographics and interests.