A lot of people use more smartphones and tablets everyday and they read their emails from these devices so the experience can be different depending on the message they are reading. A Bluehornet study says that 70% of users delete emails that they can’t see in their mobiles. For this reason, responsive design is very important in e-mail marketing because they help to the conversion and gives a better experience to the client.

However, CTR numbers in mobile actions are lower than those made it with computers maybe because the hard way to adapt those emails to mobile devices.

Nowadays not all marketing professionals use the adaptability in their email marketing campaign design because only 6 out of 10 do it. They know about the importance to design a mobile campaign but also the importance of doing a correct campaign with the classic email. In fact, trends show us that e-mail in mobile devices will have the same effect than the classic one.

In Splio words, opening rate in email marketing mobile devices was more than 37% at the beginning of 2013 and more than 50% at the end of 2013. If we look to the past, we can see that only 13% emails were opened in 2011 meanwhile 86% of users opened their emails with the classic system.

We can say that optimization and adaptability in emails for mobiles and other devices is more important everyday because they give a good navigation experience and visualization to the client.

From GMK Press we are aware about the importance of doing a good email marketing campaign and the influence of that in responsive design.

The “Primary” category is for all those priority emails. In “Promotions”, Gmail filters all the offers and emails related with marketing issues while in “Social” category you have all Twitter, Facebook, Linkedin and other social networks emails.  

Gmail, with this new format, makes different alerts according the email priorities. The second tabs alerts are more subtle and for this reason, users can’t notice immediately new promotional or social networks emails.

This change confuses all marketing online users. For somebody who works in email marketing this means a big change because the newsletters won’t show in the “Primary” category but will show in “Updates” or “Promotions”.  This also means that the user will have to look up for email marketing campaign emails into those categories.  

The consequences of this change aren’t still clear: the real impact will depend on how many users use this category system (for now Gmail doesn’t force people to use it). If there is a low use, or a lot of users switch off this system, impact won’t be that effective. If there is a high use, impact could be positive if users go to “Promotions” and read their emails or could be negative if they ignore this category because they haven’t enough time to do it.

Experts think this will have a low level index and will go down but maybe, to see positive results, we only have to wait for people to adapt. From GMK Press, we think that you can minimise the impact if you send emails with quality and relevant content and, this way, your subscribers will look for your emails regardless they are in one category or other.   

You can reinforce your position giving information to your clients about this new system and tell them how to use this new Gmail. This will help them to have our emails in the “Primary” category. Every time that users move one email to a different Gmail category, the email program will take this into account.

Finally, you have to see the importance that mobile devices have in email marketing because half of those emails are read with mobile phones. Despite this new Gmail app is ready to use in mobile devices, a lot of people haven’t installed it yet or they use a different email apps like Iphone one.

Retargeting is a tool with a great future because it shows a user that has been doing some actions in his website. The advertiser has complete control and the user feels useful when he gets something valuable. One of the most efficient way to get a conversion is trough custom emails that remind the client that he has a chance to buy in the website and, if there is a reward, it motivates them to buy.

For this reason, if you custom emails you can attract the client with our concrete offers based on his lasts visits. From GMK Press, we give you some advices and recommend you the main kind of emails that will help you in the conversion.

Welcome emails: This kind of email is the one that makes the higher answer rate. This one makes the beginning of a new relationship with the clients that feel happier when they know more about the company who works with them. The clients want to read a welcome message but they also want the possibility to rewrite it. For this reason, the welcome email is the most important thing of a Email Marketing campaign. There is the interest, the attention and the permission for communicate who is he, what he does and why he will get a benefit from that relationship.  If you send a gift to your contact list, they will feel rewarded.

Birthday emails: Depends on the database that the company has, a happy birthday wish will be sent to all the clients and also the possibility to include in that email the day they register in our website. A wish message will be sent via email to the client and there will be the possibility to send a gift too.

Emails with “Shopping Cart” option: If you want to do e-commerce, you have to tell this to your clients and make recording purchases of the things they bought. A lot of people buy things in a website and they wait for a few days to make that transaction complete. With a follow alert you can send an email to the client and with one click, he will be able to see his shopping cart that he started. You can also include a discount coupon to encourage the client to buy, follow all the clients that come back to your page and the shopping the clients do after they got the alert.  

Satisfaction surveys emails: This is a basic tool in a marketing area. These mails are used to reach the quality of the services that a business offers, to redefine them and design some new ones with the intention to focus to the right direction.  With this strategy, your clients will be able to give their opinion, they will feel valued and you will know if you are doing things correctly.

Cross-selling emails: Cross-selling consist on showing the buyer a series of articles that are related with an object that the buyer has bought before. This tool also works after the users buy and you can send an email with the products they could buy that are related with the product they bought. For example, if the first product that a user buys is a cell phone an email could be sent after with offers about phone cases or chargers for that phone.     

Rehearing emails: If a client is susceptible to buy a product as a perfume or hygienic products, you can send an email reminding them to buy that kind of products.

Back to stock emails: If a client wants a product that is not available but after a few days is sold again in our page, you can send and email reminding that client he can buy it.  

Reactivation emails: If you have an inactive client or a buyer that hasn’t bought anything for a long, you should send him and email encouraging him to buy again and offering some king of discount to reach the conversion easily.

Companies need to send emails to attract their clients but at the same time they shouldn’t abuse and they shouldn’t send messages that make clients not coming back. It’s very important to make custom emails and talk to them in a personal tone.

Estimates from Splio indicate that this is a growing trend and calculate that by the end of 2013 this percentage could reach 50%, threatening to unseat the PC as a platform for reading emails. For this reason, companies using email as a method of communication and promotion of their products are focusing their strategies on adapting the design to suit the distinct characteristics of different handheld devices.

According to the study by the German association Eco, only a quarter of companies using email marketing campaigns send mailings adapted to mobile phones. Therefore, it is a great opportunity to differentiate a business from the competition, especially for retail companies, leading the number of email openings with 32.13% of the total.

With respect to operating systems, Android and IOS have surpassed the iPhone for the first time with 98.03% of openings in Spain, a factor to take in to account when designing and optimizing any mailing campaign.

The study says that the investment of SMEs in email marketing goes even ahead of the other usual techniques of attracting customers, such as fairs and events (14% of the budget), personal contact (13%), TV (5%), radio (4%) or outdoor advertising (3%).

And investment is even greater as smaller is the firm. Thus, companies with revenues below 5 million dolars may invest up to 18% of their marketing budget on strategies via email.

Also, the results show that it is a growing trend, as 56% of respondents said they planned to increase the use of this tool in their online marketing strategies.

Edge Research indicates as causes of this phenomenon the low cost of the design and implementation of such campaigns and the increasing rate of opening emails on mobile devices, which reached 41% in late 2012.

In conclusion, and according to the study, email marketing is, next to social media, one of the best resources of SMEs to compete with large companies and increase their sales.

Xavier Castellnou, GMK Unlimited commercial director, gave the last November 29 and December 14 the workshop'Optimize your commercial campaigns with email marketing'in the Chamber of Commerce of Madrid. With fifty attendees per session, Castellnou highlighted email marketing as a key element of online marketing, low cost communication strategy and loyalty technique. Based on this approach, described various techniques, strategies and tools to improve performance mailing campaigns.

Specifically, the workshop focused on creating striking subjects, frequency and schedule delivery of campaigns, effective template design, analysis of the open rate, bounce and unsubscriptions and campaigns evaluation. Moreover, Castellnou wanted to take his presentation to make a reflection about the coexistence of email marketing strategies and social media, concluding that both are fully compatible and even complementary.

It isn't the first time GMK Unlimited organizes events in the Chamber of Commerce of Madrid, but never before to share the experience of working with GMK Press, its own email marketing software.

• The website design should involve visitors.
• Use a good position Rogan (SEO) to attract potential subscribers to your website. 
• Implement direct response text (SMS) in the event to make it easy for customers to opt-in email program. 
• Send an e-mail of each new subscriber welcome and thank you for subscribing. 
• Create a subscriber "reference center" where customers can provide personal information and interests. 
• Develop e-mail programs that offer information and offers invitations to "serve" the customer. 
• Use email to provide information to assist decision-making process of the client. 
• Use email to improve your experience using the product. 
• Leverage social media in email marketing. 
• Automated email communications by integrating the technology of e-mail to CRM systems and electronic commerce.

For Email Marketing campaign is realiice properly, the first condition is to send the mail to those who actually want to receive, and which we have obtained your email address legally, or at least ethical. For this reason in the current scenario is equally or more important than acquiring new customers is to keep those with sustained response reward quality of our product or service.

The five major benefits of Email Marketing:

Find and acquire new clients: While the visitor does not buy anything, if at least get your email address will be another opportunity to contact him.

Building customer loyalty: If you provide a quality information service to customers through the newsletter and the tool is used to report on offers and promotional strategies, customer may return. Keeping customers is cheaper than finding new ones.

Brand presence and credibility: A well-designed email and integrating the image of the company provides the reader with a complete brand experience, which improves the perception and memory of it.

Efficiency and automation platforms that automate processes such as GMK Press help customize and further reduce cost campaigns and analyze the effectiveness of email marketing campaigns. Channel marketing is a fast and cost effective.

Customer Service: Email establishing an effective channel for receiving customer feedback, analysis of information may help to understand their needs and other shortcomings in the service of the company.

According to research by ExactTarget and CoTweet during the month of February, 9 out of 10 e-mail subscribers have been low due to the excessive rate of arrival or the information lacking in innovation, originality and value.

A common problem for which the segmentation seems to be a great solution since it achieved - in pursuit of consumers, sending messages linked to the real needs and interests of users, which would undoubtedly increase the likelihood that the user does not just open the mail but to transform it into an outright purchase.

According to a study emails that aim to increase loyalty, are a powerful loyalty tool, when they deliver valuable and useful information to subscribers.

The figures speak for themselves, and email marketing campaigns based well segmented and based on loyalty, provide better results than generic campaigns, up to 40% more clicks.

In this regard it is noteworthy that 9% of respondents said not to use any of the channels mentioned to develop a personalized experience with the customer. While those who can not or have access to all channels for this purpose, recognize their importance.

When asked specifically about the use of electronic mail, a large percentage of respondents (42.9%) stated target your audience and send different messages based on this segmentation. However, only 25.7% said e-mail address really customized to individual preferences.

Some of the most significant findings of the report, highlight the feelings of a large majority of respondents who believe that to use digital channels as a marketing tool, the effectiveness of brand communication could be at risk those cases where it is detected a lack of commitment and personal attention to customers. This implies and explains the true importance of knowing and direct messages to jointly develop a segmented and personalized communication.

Recent studies report that 60% of companies plan to increase their investment in email marketing to which allocated at least 10% of its total budget.

While 83% of the respondents felt that email is considered a fundamental tool in their online marketing strategies.

What is really surprising is that 54% of companies surveyed in the study said that social networks are seen as a key channel marketing essential.

The report highlights other relevant data and the opinion of 37% of respondents believe that the marketing strategies based email marketing have lower costs than other channels.

For best results of a mail marketing campaign, we recommend a regular monitoring and reporting and performance metrics.

It also recommends sending personalized messages or the ability to include unique offers or promotions that bring high value to customers own the brand.

If deemed spammer, can be reported and the company in this category, which will automatically make all your mails from falling directly into the recycle bin.

The use of newsletters (newsletters), is a good way to get e-mails, gain the confidence of the client or prospect and that this confidence will translate into sales.

Seek to increase its list of mail, takes every opportunity to get e-mails from people interested in receiving your offers or news.

Present the trends that the email marketing for the coming year:

Complementarity with social networks: Facebook is now inching towards 600 million Twitter users in the millions. The trade in "social networking" is the next step without doubt.

Smartphones: The advantages of this type of mobile phone is expected to overtake computers in 2011, in 2012 notebooks and desktops in 2015. Mobile phones should not be considered as platforms and channels.

Social Inbox: users evolve into a multichannel input tray and that's where you start the fight for the attention of the user.

Geolocation-based marketing: Facebook Places, Foursquare, Gowalla ... are just some of the geo-based services that will eventually merging with companies specializing in local and Groupon deals since the geolocation will be the hit of the next few years.

All these trends are reflected in the email marketing as users become more selective and choose different channels depending on the type of message, the email function within the marketing mix will be defined more clearly what will be better communication and create content more creative in addition to internally get the recognition and the email marketing budget deserves.

Email marketing departments have to keep in mind the users of social media and mobile phones, a large group to get them interested, but without side-to existing customers that will need to retain focus and hook.

Finally, email marketing will become a platform with more dynamic content including product reviews, recommendations and technologies used custom APIs that enable the development of more personalized message with content relevant to each recipient.

There are some concrete and practical tips to prevent your emails being classified as SPAM will help optimize the reception and conversion ratio of their email marketing campaigns:

To prevent our emails being classified as SPAM by a Bayesian filter is important to know how they work: When an ISP receives an email and someone manually determine that this is a case of spam, we observe the relative frequency of each words of the message, it calculates its likelihood and Bayesian filter is updated with this information. Also does the same thing with email marketing messages that are received and are considered as not spam.

When we have trained our Bayesian filter with many words associated with the practice of non-spam and spam, we ask that automatically calculates the probability that each e-mail is received whether or not spam based on words containing, for example, "viagra" or "free", "enlarge." This calculates the probability that the message is spam. This figure is called "spamicidad" and when it exceeds a threshold (eg 90%) can be safely classified as spam.

Once trained, a Bayesian filter offers very few false positives, because unlike other filters, attacks the essence of the problem of spam: the message content. Remember that the Bayesian method is multilingual and international, a Bayesian spam filter, being adaptive, can be used with any language.

Therefore, to avoid Bayesian filters in your email marketing campaign should pay particular attention to content and wording of your e-mails:

In addition, the most advanced solutions in anti-spam filter engine include a second generation Bayesian, which is not only a simple analysis of text, but also a wide screen form and attributes of attachments.

It is always helpful to know who to contact when there is a problem, but remember that to maintain a good relationship is important to spend considerable time and resources.

Shipping and indiscriminate mass e-mailings to people who have not requested, but you will increase your sales. On the contrary damaged the image of your company and eventually end up causing serious problems.

The report's findings indicate that 35% of companies surveyed said that email was still the most cost-effective digital channel, while 20% thought the media like blog sites and more profitable corporate Ecomo.

On the other hand, as social networks, the return on investment in Facebook was third, ahead of channels like YouTube and mobile campaigns within Twitter.

For the next year 2011, 25% of the companies confirmed an increase in investment in email marketing strategies, followed by 20% who bet more as a blog publishing and commercial websites. In parallel, 17% of companies said it will invest more investment and resources through social networks like Facebook to be added 14% of those companies said they will invest more of their budget on mobile marketing campaigns.

77% of Internet users is withdrawn from the newsletter of a company sending commercial offerings too often, making it the leading cause of deregistration according to the survey. 73% of the casualties of Internet users occurs if the offers they receive do not match their expectations and 57% for repetitive messages. The message is clear: it is better to work properly and communicate their business deals in moderation.

Some companies do not hesitate to use aggressive methods to enrich its databases. According to the survey, 30% of Internet users have already been discharged from the newsletters that were paid in error. Beyond the negative impact on brand image, this shows that it is futile to expect a group of Internet remains registered subscriber. Finally, 29% of the newsletters written off because a company is disappointed after a purchase, a sign that corporate communication begins with an excellent customer service.

Is this the future?
No wonder that email in its original form remain in the center of this market. As a protocol, email is hard to beat, though many, like Google Wave, have tried. Is, the AM open, software and hardware, and remains the main method of digital communication used by thousands of millions every day. This is another nail in the coffin of those who have been preaching that social protection is the death of email.

Is there anyway to highlight the courage and intelligence of Facebook, trying to mingle with other email services, while maintaining its original shape.

Ultimately, the story underlines the idea that e-mail or email, in all its forms and services is not only a force of universal communication around social applications, but can also become inseparable from them.

1.A landing page is more than just a web page

Many vendors see a landing page as a simple common website with some extras. In most cases a continuation of reference link message, regardless of the channel. Definitely some search marketing campaigns, these landing pages will not be realized and firms often refer to the homepage. Instead of seeing the canals, links and pages, we seek the conversion as a string of experiences that lead to more experiences and actions. So, think about your landing page based on the user experience and conversion. Create a path of conversion is much more than the creation of one or more pages and a consistent experience and determined, with several key scenes.

2. Offer relevant options

A conversion is rarely direct. And often a target page is not enough, you have to offer options to people who need other conversion routes and roads to reach their goal. Again, the experience, the path of conversion and customer-oriented thinking is essential. Naturally, it's not good to offer too many options. The call to action as a user experience should still be easy. Therefore, offer a wide range of possibilities without stifling the client: no conversion is necessary roads with high bounce rate. Too many choices can distract users from the main objective. Instead of putting everything on one page, it is best to keep things simple which is expected to offer some simple options: again, remind the user experience.

3.What is simple and clear

Everyone knows the rule that the simpler easier. A person who ends up in a landing page should not have to think too much. Clicking on a link after all is a decision that takes place in a very short time and people do not spend time thinking before you click on a link. In short, the promise is in the reference link, but the click that happens is a boost for a split second, the landing page is even more important. The simplicity and clarity are essential. For as you click a text ad or email is produced in a split second, people stop landing pages with the same speed. Simplicity, relevance and clarity choice offer better conversion.

These new appeals could make a decisive factor and influence the decisions of users in selecting the outcome or visit the different pages based on their aesthetic appearance.

In this sense, some believe it is too early to determine the precise effect that this change may cause, but there are some issues that companies should consider itself as the previous visual impact from different web sites may have a direct impact on the click -through or effectiveness of the links displayed regardless of its position in search results.

To facilitate this small leap into the business, then you leave a few tips to improve your email marketing campaigns. First, what is email marketing?

Email marketing is the set of actions aimed at focusing the company-customer communication in the way of email.

Email marketing is not just sending emails, but it is composed of a series of actions which together shape the concept: design a campaign, the email layout properly segment the target audience, tracking statistical results and Above all, apply all the information we are getting to better know our target audience and to increasingly improve the quality of communication.

Many companies are hesitant to make the leap from traditional marketing to online marketing in mind the high costs that will need.

Far from this idea, GMK Press and email marketing are a low cost alternative available to all types of businesses.

Tips

• Always practice "Permission Marketing." Send your communications (newsletters, campaigns) to those you have provided your email on a voluntary basis and are interested in your business. If you send emails indiscriminately emails or shopping lists, your brand will soon see harmed by this practice and your posts often enter the spam folder: you'll be sending spam.

• Care for the subject of your email: Do not exceed 30-40 characters, do not use capital letters or currency symbols (€, $) or repeated exclamation marks. These practices generate descofianza in the recipient and spam filters are usually interpreted as "suspicious."

• Care for the content, your audience expects to receive information that is helpful and easily understandable. Escape from the ambiguous content.

• Choose carefully the time of shipment, a shipment, for example, promote office supplies, do not have the same impact if it is sent on a Monday at 8 am that if you send a Thursday at 6 pm.

The permission or e-mail marketing is one of the most useful tools for marketing on the Internet. One of the ways in which the real world direct marketing jumps to the virtual world. In short when a customer subscribes to your newsletter, you know you bought, that interested him, from which proceeded the visit, as you found, what language you speak, etc.

The following 4 keys to make more profitable marketing permission marketing:

1. Customize your messages and individually tailored to the customer offer

2. Make a clear offer, thus making a catch can to inform visitors about what they receive.

3. Confirmation email or Double Opt-in: the process by which your website visitors to confirm your registration by clicking a link that was sent to your email inbox after filling out a web form

4. Landing Pages: This is the first page that subscribers see after submitting a web form. This becomes more important when confirmation is required.

Much has been written about the benefits of email marketing compared to traditional mail: cost savings, shorter timings, personalized messages, direct means, etc ...

In Spain, over the past years, email marketing sector has been strengthened, making consolidated and mature into a fierce competitor of sending bulk mail, the latter in decline and only used by large marketing companies.

We can not ignore the new channels of communication that are currently being used as email marketing and sms marketing. Because of its low cost, customization, rapid response and statistical arrival in communications and marketing activities for hotels and villas.

Professionals in the management of a hotel or guesthouse, must assume that communication with our customers is vital to maintain their loyalty. Encourage them to trade and communication actions can be the best way to provoke the return of our customers.

According to data from a new study published by Proclientia reveal new findings regarding the use of email by the company, consumers use email as a primary source of information for bids versus social networks.

Among the main findings of this study highlights that over 80% of consumers received email messages have been previously driven a company to provide your email address by using some type of promotion.

To find the best deals and discounts, almost 62% of users subscribe to a mailing list company you're interested, compared with 17% of users looking on Facebook and the low 3% as it does in Twitter.

The latest edition of GMK Press has come hand in hand with the agency GMK Unlimited accompanied by several developments facilitators for those tasks of e-marketing professionals.

A truly effective tool for online marketing strategy that advocates simple as use for any customer.