Email marketers, welcome back from your July 4th break. Rest assured – email didn’t cease to exist while you were stuck in traffic en route to the beach or at home watching fireworks in HD. Email is here to stay. That’s what everyone says, at least for the foreseeable future. But as Facebook and Twitter drive improved email marketing results and higher click-throughs by way of “like” features and non-intrusive engagement strategies, standard email marketing systems must evolve. Performance marketers fresh from the Independence Day holiday should take a moment to thoroughly assess their email marketing programs, freeing themselves from inefficient, inoperable systems.
When evaluating an email marketing platform, performance marketers should consider the following – the strength of their opt-in, the overall design and content, whether the SPAM police have issued an APB, the importance of continuous testing and optimization, and perhaps most importantly integration into social media channels. By ensuring the functionality of their email marketing systems, performance marketers will increase the likelihood of driving higher ROIs. Driving those kinds of results will make future holiday traffic jams all the more tolerable.