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Email Marketing:
What’s in Store for 2012?
Industry experts share their predictions on how email
marketing will change in the coming year
Twitter: @MailerMailer
Chad Rueffert
President
Braintree Marketing, Inc.
“The ever-growing inbox is
becoming more obtrusive.”
It may cause some marketers to seek out traditional
marketing methods. Recent studies have shown
that consumers find traditional direct mail far less
intrusive than unsolicited e-mails.
Chad is the president of Braintree
Marketing, Inc., and the author of
more than 50 published articles
on marketing, advertising, and
public relations. He is also the
creator of the From Your Friends
Relationship Marketing program
for real estate professionals.
Marketers who want to stay ahead of the trend will
begin to scale back reliance on e-mail marketing
and return to less intrusive direct mail options.
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Simon Tam
The Slants, LLC
Director of Marketing
Simon is founder of The Slants.
His unique approach to marketing
has resulted in features on NPR‟s
All Things Considered, the
American Express Business OPEN,
the front page of the Oregonian,
ELLE Magazine (Spain), and over
1200 websites, magazines, radio
shows, and TV shows.
“I believe that emails are going to aim
for higher levels of engagement.”
Higher levels of engagement include a direct action
such as clicking on a link, more questions that elicit
a response, etc. With more sophisticated algorithms
in social media, search engines, and email filters,
companies are going to strive to get past the spam
filter – the area where the audience automatically
tunes them out.
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John Schulte
Small Business Consultant and
Direct Marketing Strategies
“My prediction is, as more and more
spam fills people’s email boxes response
rates will drop.”
…even for in-house email lists. Therefore,
marketers will look for a less cluttered medium of
contact that produces a better response and ROI.
John is a 30-year veteran of
advertising, marketing, publicity,
promotions, and sales. He is an
internationally recognized expert
in the areas of mail order, direct
mail, cataloging, and overall
direct marketing.
They will head back to using direct mail and space
ads in magazines; especially BtoB.
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Adam Dudley
LocationLibrated.com
Co-Founder
Adam is a co-founder of the
Location Liberated blog, and cocreator of the Getting Free
Manifesto, The Free Spirit's Guide
to Long-term Travel, Location
Liberated University, and the Free
Spirits Club and Forum.
“More online businesses will begin to
mistakenly over rely on social media…”
…and neglect the relationship building power of
email marketing. Those that know how to use email
marketing in a sophisticated manner will continue
to reap the benefits, while those that don‟t will
miss out.
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Andrew Schrage
Money Crashers
Andrew is a graduate of Brown
University, and originally from
Boston but currently living in
Chicago. Money Crashers is a
community where people can
share ideas, help each other, and
grow financially together.
“Even with the rise of communication
through social media, email remains a
highly effective form of online marketing.”
I foresee many users going back to their email
inboxes to read about and stay informed on what
they truly care about. Because of this trend, it‟s
extremely important to keep email marketing
messages relevant, targeted, and personalized
when appropriate.
Overall, I think that email marketing will continue
to be very strong in 2012 and can be used most
effectively when teamed up with social media
channels and mobile marketing.
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LisaMarie Dias
LisaMarie Designs
Owner
“I think people should create
shorter , more focused mailings.”
This is more of a recommendation than a
prediction. People should also be more careful
about who they are sending to.
LisaMarie helps business owners
create an effective online
marketing presence. Specializing
in e-newsletter start-up and
introductions to social media, she
also offers online webinars and
live presentations on how to use
e-newsletters and social media to
grow a business.
Rather than sending one thing to their entire list, I
suggest that they segment their list and create
their mailing according to each group‟s interests.
More work, yes, but also more effective.
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Tyler Garns
Infusionsoft
Director of Marketing
Tyler is a recognized thought
leader on Internet marketing and
speaks to audiences across the
country on lead generation, email
marketing, and sales and
marketing automation. He has
presented at MarketingProfs BtoB
Forum, The Small Biz Technology
Five-City Tour, Inbound Marketing
Summit and more.
“Email will get more mobile.”
According to a report released by Experian
Marketing Services, 52% of consumers access email
via their smartphones. That means email needs to
continue to be more mobile. No more will the
“having trouble reading this email” link appease
readers. Readers will demand that email is legible
natively on their mobile devices.
Another technology that could evolve into the email
space is QR codes. The use of QR codes has
increased 214% since the beginning of 2011. I think
we‟ll see it become more commonplace in 2012.
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Justice Mitchell
Starmark.com
VP Interactive & Social Creative
Director
“The biggest change that you’ll see from a
small business standpoint is businesses
taking over their email marketing.”
Businesses will bring their email and social
deployment engagement „in-house‟ and not
outsource it. Smart businesses will see their email
as not an all-inclusive messaging tool but simply the
doorway into your social channels, creating a
larger, more dedicated conversation.
Justice is a creative executive
with a proven background in
advertising/digital/social
communication industries. He is a
public speaker, social community
director, and an active
user/strategist of the latest social
media and communication
technologies.
Emails should tell a story, even if it‟s a consumer
offer, then advocate that the end-user clicks
through to other calls to action. The modern day
marketer needs to concern themselves with not
simply, what to say, but where to say it.
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Raj Khera
MailerMailer LLC
CEO & Co-Founder
Raj is a co-founder of
MailerMailer, a leading email list
management service that enables
customers to create and track
email marketing newsletters. He
also runs MoreBusiness.com, an
educational portal for small
business owners and
entrepreneurs.
“Companies will be focused on earning
trust through relevant, useful content
in their email messages.”
More companies will leverage educational
content in their email marketing efforts. This
will increase reader retention and promote the
company as a thought leader. The end result
will be more loyal and responsive customers.
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