Every month I share 9 articles that made an impression on me about email marketing.
Mobile is quickly becoming the go-to place to check email, sometimes even more than desktop. Therefore, it is critical that marketers not only optimize emails but also weave the channel into every aspect of a mobile campaign.
The basic rules of email marketing still apply on mobile, “but we need to be smart in how this translates to a mobile version of an email – fewer characters on a far more personal device”.
Mobile open rates are rising faster than expected. If this trend continues, these rates will overtake opens on webmail and desktop email clients by the end of the year, or even as soon as this summer. Here’s what I see as the three big implications of the boom in mobile email:
E-mail campaigns result in more online purchases than Facebook and text campaigns combined, a fact that may have much to do with perceptions of reliability and security, according to a survey from ExactTarget. Three-quarters of respondents said they prefer to get their marketing messages via e-mail.
It takes all sorts of experts to launch a rock-star email campaign, and it’s crucial to have everyone’s eyes looking out for ways to boost the creative. Even team leaders without strong backgrounds in design or copy can effectively evaluate email creative to get campaigns into tiptop shape. Make these three steps part of your agenda before letting an email leave your desk (er, computer screen):
At MarketingSherpa, we are always on the outlook for new marketing tactics. Senior reporter Adam T. Sutton recently attended Responsys Interact 2012 to do just that, and he provides three insights he learned on the rise of display ads, delayed segmentation and testing discount promos.
Return Path projects that mobile will overtake Webmail and the desktop PC to become the leading platform for e-mail by year’s end. Email readership on mobile devices accounts for 30% of all opens, up from 10% a few years ago.
Consumers searching for a specific brand will be able sign up for newsletters or e-mail alerts for special offers via paid search ads using a format being tested by Google. Clicking on the ad summons a form with the user’s Gmail address, which can be sent to the advertiser in return for special alerts. It amounts to “a very sophisticated form of lead generation,” said Terry Van Horne of Reliable SEO.
When you clock out of work, do you leave your email behind as well? If so, you’re definitely in the minority.
A recent survey of 543 business execs by ad agency Gyro and Forbes Insights found 98% of such workers check email during their “off” time. If that’s not bad enough, 63% say they check on their email at least every one or two hours when they’re out of the office. The trend holds up when the execs are on vacation — only 3% say they don’t check work emails.