Important Email Marketing Trends

In his latest Email Insider column, Loren McDonald sums up 6 email marketing trends that he notices in the industry. Here are my main takeaways:

clipped from www.mediapost.com Email lead-nurturing programs can help turn many cold and warm leads into those that are sales-ready. On average, about a third of your list (or more) turns over every year due to bounces (2% to 3% each month), unsubscribes and spam complaints. about 25% to 50% of the typical email list is actually inactive Designing emails to render well across multiple environments has become a must. email subscribers expect to decide these things for themselves: Whether to opt in to your program in the first place. When, where, how and even whether they will read your email messages. If and when they want to change preferences for content, format and frequency. Whether to report your email as spam. Whether to continue receiving your messages in email or find another channel that serves them better. When to end the relationship and opt out. email is shifting from one-to-many message broadcasts to a personalized, event-triggered system of targeted messages