Elite Email, a leader in email marketing solutions, has unveiled their April 2012 email marketing trends. By analyzing a sampling of one million emails across a wide variety of vertical markets, Elite Email is able to get a pulse on the hottest trending topics. The analysis uses an advanced algorithm to identify trends and patterns about what organizations are saying to their consumers in their email marketing campaigns and also what consumers are most actively engaging with. The email marketing analysis is based on organizations that are located in either the USA or Canada.
In April 2012, with the weather outside beginning to get nicer in many parts of North America, there was a huge spike in small business email marketing campaigns related to outdoor activities and outdoor maintenance.
Many seasonal email marketers, such as landscaping and lawn care businesses, helped to fuel the trend. After having their marketing in hibernation for most of the winter, they were now out in full swing. April 2012 saw a huge increase in email send volume from businesses in this industry reaching out to past customers in an effort to obtain renewals and also trying to spread digital word of mouth. This year Elite Email witnessed a huge amount of landscapers and lawn care companies sending emails where the call to action was Send This To Your Friend instead of previous years where it was the more traditional Sign Up Now.
The shift to Send This To Your Friend is noteworthy as it highlights the fact that these organizations are trying to tap into the viral nature of email marketing so they can expand their reach to new business instead of just contacting past customers. Email marketing is a great cost effective way to spread your message, said Robert Burko, CEO of Elite Email. It's really wonderful to see so many businesses adopting email marketing as a cornerstone of their marketing plan.
Since landscaping and lawncare was timely and relevant in April, the engagement metrics for email marketing campaigns related to this content also received a spike. The open rate was up 8% and the click-through rate was up 11% when the email was related to this timely topic. The more an email marketing campaign can be paired to what customers are thinking about, the higher the engagement will be, said Justin Olch, Director of Customer Relations at Elite Email.
Golf courses around North America were also eager to use their email marketing software in April to announce tee times bookings were open, enhancements to courses, new clubhouse amenities and more. The sending frequency for golf courses is highly infrequent during the winter months, but as April rolled around, many golf courses were sending out one or two emails per week. This helped put golf on the April 2012 email marketing trends list. Along similar lines to the golf courses, many youth and adult baseball and soccer sports leagues were using their email marketing program to enlist teams and players for the upcoming season. Email marketing is highly effective for sports leagues because it allows them to send out timely information. This year, the Elite Email analysis revealed that many sports leagues were sending out email marketing campaigns announcing how many more spots were available for the upcoming season in an effort to encourage rapid signups before everything was full.
The April 2012 email marketing trend analysis also showed decreased interest in political topics. For several months, the Republican Primary race has been a clear engagement winner, but in April both the amount of content being sent out and the amount of engagement decreased.
Elite Email is a leading North American email marketing service provider (ESP) that has been helping customers achieve greater email marketing results for almost 10 years. The Elite Email cloud-based (software-as-a-service) platform allows organizations of all sizes to build and grow their mailing list, create eye-catching emails, and track results with detailed reports and analytics. All services are backed by Elite Email's outstanding support and customer care. Elite Email has been featured on TV, radio and print media and is a member of the Email Experience Council, eMarketing Association, Better Business Bureau, Canadian Federation of Independent Business, Vaughan Chamber of Commerce and Toronto Board of Trade. Elite Email is the only Canadian company listed by the Utah and Michigan Child Protection Agency as a compliant sender. Elite Email recently won the Business of the Year award at the Toronto Board of Trade Business Excellence Awards.