Now that 2013 has arrived, experts predict that marketers will invest even more time and effort in email marketing. Platforms like dotmailer.co.uk are effective tools of brushing up your marketing tactics this year. Here’s why it’s imperative to prepare a smart email marketing strategy for 2013.

Figures in favour

According to a recent study carried out by the Direct Marketing Association, 89% of senior marketers consider emails “important” and “very important” to their businesses, while 56% are “confident that expenditure on email marketing will increase” in 2013.

The majority of senior B2B and B2C brand marketers who participated in the survey for the DMA Email Marketing Council’s 2013 National Client Email Report claimed that email brought £21.48 for every £1 spent in 2012. They also reported a 5% increase in open, click and conversion rates in comparison with the year before.

Staying ahead of the game

The number of Internet users is expected to reach the 3.5 billion mark in 2013 so try to make sure that your ecommerce site reaches your conversion goal. While trends and predictions concerning the future of email marketing are myriad, here are a few helpful tips on what you should be paying attention to in 2013.

Go mobile

A significant number of emails are open via mobile devices so mobile design is something you should always keep in mind when launching email marketing campaigns. Creating mobile friendly emails is not that difficult, just keep the design simple and slim, provide call-to-action buttons, use single column layouts, include large links and remember to give your email a touch-screen test.

Integrate social

Get on social networks if you haven’t done it yet. Social platforms allow keeping customers updated and engaged with your business, no matter who your targeted audience is. Remember that integrating social is more than just asking your customers to fan you on Facebook. The tricks of engagement on social media are all the same: mind your content, post regularly and interact with your followers.

Target better

The more specific the data on your targeted audience, the better targeted and more relevant your emails are. Remember that four out of 10 recipients mark emails as Spam simply because they don’t seem relevant at first sight. To communicate with your targeted audience more effectively, run online surveys to find out more about their interests, needs, preferences, and previous purchases.

Use these tips to implement email marketing successfully so that your online sales skyrocket in 2013.

By Ilona Hetsevich, Media Specialist at dotAgency.