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The year that was and will be for Australian email marketing

2014 is going to be a big year for email marketingWelcome back! Like many of you this is my first week back to work after a lovely couple of weeks off.

Being the start of a new year I’d like to take a moment to briefly reflect on the trends and developments from 2013 and more importantly take a look at what’s coming for email marketing this year.

2013 was a big year for email marketing

Last year showed us that email marketing is still awesome. It’s been here for over 40 years and it’s not going anywhere.

Here are my top 3 takeaways from 2013:

1. Mobile devices took center stage
For the first time we saw mobile devices overtake both desktop and webmail to be the most popular way to open emails. In fact now over 51% of emails are opened on mobile devices!

We had to adapt the way we create emails to address the growing number of emails being opened on mobile devices. To help even the most novice designer create mobile friendly emails, Vision6 recently added responsive email templates to our system, which means you can now easily create beautiful emails that look great on any device.

2. Content MUST be relevant and compelling
Last year it became apparent that creating relevant and compelling content is the best tactic for helping email marketing achieve your business objectives (according to a recent eMarketer study).

We learnt the key to effective email marketing is sending the right content to the right people. And the best way to do this is by segmenting your database.

3. Reports became more insightful than ever before
2013 was a great year for reporting capabilities both here at Vision6 and industry wide. We brought in live reporting, added the powerful Click Maps to our reporting suite and also shared some of the insights we gained from this tool.

What to look forward to in 2014

But let’s not just focus on the past, what’s in store for email marketing this year? Here are my top three trends and developments to keep an eye on.

1. Mobile will continue to dominate
I think we can all agree that mobile devices aren’t going anywhere and as the age old saying goes if you can’t beat ‘em, join ‘em.

For those of you who haven’t yet dipped your toes into the water with mobile design, 2014 will be the year to give it a whirl. If you’re looking for some tips, check out my recent blog post on creating mobile friendly emails.

To make your life easier, we’re really excited to be releasing a handy tool that will let you convert existing emails to be mobile friendly, with the click of the button. Make sure you subscribe to our blog to be the first to hear about it.

2. Testing different methodologies will become the norm
The days of ‘going with your gut’ are on the way out as it becomes essential to test different elements within your emails.

The easiest and most common way to experiment is with A/B split testing. By testing various elements of your email marketing campaigns you’re able to optimise your campaigns for higher opens, clicks and conversions.

 Personally, I love having data to back up the decisions I make.

3. It’s time to tighten up on privacy
There are some pretty big changes coming up to privacy legislation in Australia. We’ve researched what this means for email marketers and here’s a quick summary of the most important bits:

  • Cross-border disclosure requirements have been strengthened. So what do you need to do if you store data? You may need to inform individuals of cross border disclosure at the time of collection of their personal details. Click here for more information about the new Australian Privacy Principles. With Vision6 being an Australian owned and run company all personal data is stored locally which is important if you too are an Australian based business.
  • Stronger restrictions on direct marketing will mean that personal information may not be used for direct marketing unless the individual would reasonably expect it. Also there must be an option to ‘opt out’. For seasoned email marketers you would be comfortable with these changes as they are also mostly covered in the Spam Act. Vision6 provides a range of features to help you be spam compliant.

So that’s it from me, what are your predictions for email marketing trends and developments this year? Or what impacted your email marketing most last year? I’d love to hear your thoughts in the comments section below.

Kelly polaroidPosted by:
Kelly Newbery
Marketing Specialist

P.S The aim of this blog is to provide you with interesting and useful articles to help you get the very most out of your email marketing. So please let me know if there is anything you’d like us to cover this year?

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