September 18, 2012
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Marketing Research Chart: Top email trends for 2012

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SUMMARY: Now that we've launched Email Awards 2013, and are preparing to sort through hundreds of entries highlighting the best email marketing campaigns of 2012, we wanted to look back to see where we were at the beginning of the year.

In this classic Marketing Research Chart from early 2012, we looked at the top trends that impacted email marketers. Read on to see if these trends proved to be relevant for your email efforts over the past year.
by W. Jeffrey Rice, Senior Research Analyst

Editor's Note: This Marketing Research Chart was originally published on February 7, 2012 with our analysis of the data. Now we'd like to hear yours. Share your top tips and tactics for a chance to be featured in a future MarketingSherpa blog post. Include your advice on the MarketingSherpa LinkedIn discussion board, as either a comment or a link to your blog post where you offer advice based on this data.

Top trends to impact email marketing

Chart: CMOs see social media and mobile most affecting email programs in the future

Q. What new developments will most affect your email marketing program in the next 12 months? Select up to five developments.

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Social media tops the list for trends most likely to affect an organization’s email program. The opportunity to harness the power of social media to amplify awareness, spread content, and add new subscribers is exciting.

However, social media’s popularity has overloaded many users’ inboxes, causing webmail clients to find solutions to filter emails. Several have created social inbox tabs and are unveiling new tools to prioritize emails and sort newsletters. Email marketers need to prepare to meet these new challenges and opportunities.

It appears marketers are not concerned about the new Canadian Anti-Spam Law requiring all subscribers to opt in. We had to distinguish responses on this, ranging from being unaware of the new law, to having no concern, because they currently maintain a 100% opt-in list.

Did you successfully implement these trends into your email campaigns in 2012? If so, we want to hear from you. Enter your campaigns to our upcoming Email Awards, for a chance to win a trip for two to MarketingSherpa Email Summit 2013.

For additional research data and insights about email marketing, download and read the free excerpt from the MarketingSherpa 2012 Email Marketing Benchmark Report - Research and Insights for Engaging Email Subscribers.


Share your top tips and tactics for a chance to be featured in a future MarketingSherpa blog post based on this research chart. Include your advice on the MarketingSherpa LinkedIn discussion board, as either a comment or a link to your blog post where you offer advice based on this data.

Useful links related to this article

Email Awards 2013

MarketingSherpa Email Summit 2013

MarketingSherpa 2012 Email Marketing Benchmark Report

Email Design How-to: 5 insights to improve open and clickthrough rates

Social Email Marketing: How to encourage sharing wisely, not randomly

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