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3 things that affect email marketing in 2012 (09.10.2012)


According to 2012 Email Marketing Benchmark Report, the top three things that continuously affect the developments of the email marketing programs are: Social Media 83%, Mobile smartphone adoption 46% and use of engagement metrics 37%.

Couple of weeks ago Mailbow presented the Estonian email marketing report at Best Internet conference in Tallinn. In the questionnaire conducted with marketers we asked whether they already started these developments.

Can your customers easily share your news and offers one by one on social media channels?

So as you can see Estonian marketers are making changes and trying to follow international trends.  But don’t forget when you already successfully integrated your Facebook page or Twitter account to your emails, a new platform appeared that is getting bigger every day, Pinterest. It is very important for companies to get visual and with Pinterest is the best way to do that.

We also asked them if the newsletters they are sending out are optimized for several devices, including Mobiles?

According to CEE Telco Industry report, the smartphone penetration in Estonia in 2011 was 12.7%, but this number is growing very fast. As EMT, one of the three major operators in Estonia reported 62% of phone sales made this summer were smartphones.

It shouldn’t be a question anymore whether you should optimize your newsletters to mobile anymore.

Is your email marketing software connected with any analytics software?

Measuring your campaigns can be crucial sometimes and can boost your business when done properly. It can lead to better costumer engagement and quality communication and campaigns. Many Estonian companies are still not putting enough effort in analyzing their email campaigns.