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What is the biggest challenge facing email marketers in 2011? A video worth watching!

What is the biggest challenge facing email marketers in 2011? A video worth watching!

What is the biggest challenge facing email marketers in 2011?


When I posed this question at the Sherpa Summit 2011, the following email Ninjas gave me these insightful takeaways. As each Ninja shares a priority focus with me, it becomes increasingly clear that keeping subscriber content relevant and segmented while integrating email, mobile, and social media will be a strategic key to successful email marketing campaigns in 2011.   ~ Jeff Ginsberg

There’s a lot that you can focus on and it’s hard to know where to start, and I think the biggest challenge for email marketers in 2011 is prioritizing.

~ Justin Premick of Aweber

It’s finding that conversation [with] your subscribers that’s going to make sense and get them to convert. Whatever your conversion metric may be – whether it’s sales or just simple engagement, relevance is still going to be the biggest challenge.

~ Scott Cohen of Inbox Group Email Marketing

I think with all the changes that we’re seeing and the different ISPs it’s going to get more and more important to get more relevant, to get more targeted, segmented, absolutely starting to do some of that lifecycle marketing, automated triggers, real-time marketing, that’s going to make a big impact on people’s performance this year.

~ Kristen Gregory of Bronto Software

I think it’s still content, segmentation content. We’re still blasting too much. We have to think about real relevancy in content and segmentation and give people the opportunity to get something in their inbox [that] they really like so they respond to it and subscribe [to] your list.

~ Kenny Van Beek of eTale

How can we adapt email to be a conversation? 2011 is going to be: How do we integrate social media into our campaigns? How do we start that conversation and continue that conversation through an engagement practice, through the strategies that we implement throughout our own programs?

~ Ryan Phelan of Blue Hornet

I think one of the things that marketers should be aware of for 2011 are the new changing regulations that are going to affect marketers. A lot of the countries are now pushing opt-in legislation or privacy legislation that will require you to get explicit opt-in permission to be able to email or to even in some cases track individuals.

~ Dennis Dayman of Eloqua

The biggest challenge other than creating content is now going to be to create content that your customers and readers are going to want to share on all their social networks.

~ Martin Lieberman of Constant Contact

You still see a lot of companies worried about the size of their email lists and how to get people to opt-in and worry about opt-out, when really the shift should be more towards relevant content.

~ Marco Marini of ClickMail Marketing

The biggest challenge for email marketers is taking all the things that you learn at events like Marketing Sherpa and bringing it back to your business or your organization and applying it.

~ John Caldwell of Red Pill Email

[The biggest challenge will be] designing emails for mobile devices. That’s been a huge priority for us in the last year. And our clients [have] been saying, “Come up with ways that we can redesign our emails so that they render on the iPhone.”

~ Anna Yeaman of Style Campaign

The biggest challenge, I would say, is complacency. You’re going to have to start testing more and not being satisfied with what you are currently getting, testing and tracking and seeing what you can do to improve things and increase your revenue.

~ “Big” Jason Henderson of Big Marketing Online

It’s still going to be engagement. It’s still going to be trying to get your list to respond and do what you want it to do. I think email marketers are also going to have to look at what Amazon threw out there in the past couple of days.

~ Chris Donald of Inbox Group Email Marketing

Where probably in the past you had about five seconds for somebody to check out your email, it’s probably less because they’re being rushed, they want to do more, they want to do other stuff, and email is just one of the things they do online these days.

~ Tamara Gielen of Be Relevant

  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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Your thoughts here
  1. Great video guys, loads to think about here!

    my 2 cents: I think the biggest challenge we face is the shift towards mobile email, and the change in user activity that will bring. There’s the obvious rendering concerns, but that’s really just the surface. The smaller size will (hopefully) force the issue about content and messaging – just putting a load of products into a campaign and hoping for the best won’t work. We need to think about what our primary message is and think about the best, most effective way to convey that.

    In addition, more than ever we need to think about where we’re sending recipients after they click – people may be consuming emails on their mobile device but do they order products through it? do they check their email on their mobile then load the site on their desktop? how do we track that?

    All questions I look forward to seeing us as an industry answer this year!

  2. Thanks to everyone who participated. Lots of great fun in Vegas @ Marketing Sherpa’s Email Summit. Looking forward to next year!!!

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