Email marketers are looking for new ways to integrate, automate and optimize their consumer communications to work with other technologies and boost customer engagement. A recent report from Econsultancy explored how the advertising medium is adjusting to the changing digital landscape and opening itself up to new tools and strategies.
Multi-channel partnerships make email key channel
The research noted that email has remained resilient as a marketing medium thanks to its efficiency and measurability – two factors that channels such as social media are still attempting to figure out and define for themselves. However, the study explained, this doesn’t mean continual evaluations and changes in the channel aren’t necessary.
For example, the recent alterations to Google’s Gmail inbox structure has prompted organizations and advertising teams to identify new modes of optimization to ensure their marketing messages don’t languish under the “Promotions” tab.
Integral to introducing new ideas and communication strategies is testing. However, the report found that the only 31 percent of marketing professionals conduct regular testing, even though 74 percent of those respondents expressed experiencing “excellent” or “good” returns on investment for their email endeavors. Without testing, organizations run the risk of continuing to send out an email that just isn’t a hit with consumers – it either remains unopened, unclicked or is just generally disliked.
Make sure emails are mobile
Consumers’ love of their mobile devices – be they smartphones or table computers – has made it imperative for organizations to optimize emails communications for mobile devices.
“From location-based advantages, to maximizing the ‘always-on’ culture that has developed, mobile continues to change how businesses use email,” the report wrote. “While the benefits that can be manifested could be lucrative, mobile also comes with its challenges.”
These issues can include optimizing content for smaller screens and structuring links and buttons for the swipe of a finger, not the click of a mouse.
The importance, though, of mobile to email was underscored by a recent study from YesMail. In the research, not only did 29 percent of mobile users say their gadgets are the first and last thing they look at each day, but nearly half of respondents claimed it was their primary device for checking their email. In fact, 61 percent said they view email either exclusively on a mobile device or paired with a desktop computer, making going mobile a necessity.
Post a Comment