Email Marketing, On The Go

Email Marketing, On The Go

Meaghan Kelly

Learn about the new, mobile inbox environment, take a glimpse at how the subscriber bases of 20 big-brands are interacting in it, and get some simple steps you can take to ensure your campaigns are mobile ready.

INTRODUCTION: As marketers, we all want better results from our email communications.To achieve those results we meticulously optimize each communication to increase deliverability, open rate, “readability” and desired action. The steps needed to optimize for all these factors are ever changing but none so rapidly as those for readability and desired action.

For a while now, most marketers have been optimizing their campaigns to increase desired action by segmenting lists by such factors as subscriber demographics, needs and wants, then targeting their messaging based on those factors. When optimizing for “readability,” our concern has been over our emails effectively rendering in the most popular email clients – whether they be web or software based. These factors have not lost their importance, but with inboxes so rapidly going mobile, they have become the simplest of factors on the newly complex campaign optimization “must have” list.

The reality is, the new inbox is always on and always moving. It is quickly becoming one of the more challenging aspects of marketing and stretches past the inbox having an impact on campaign results, engagement and relationships in ways never considered before. It is a new environment that none of us can ignore, else we risk decreased campaign results, loss of competitive advantage and eventually, declining revenue.

With such high stakes around it, eROI decided to dive a bit deeper into understanding this new “environment.” What are the general realities around it? Are these general realities true when compared to the subscriber bases of 20 big-brand email marketers? And what can be done to ensure that we are all addressing this new environment as we plan and optimize our communications going forward?  …

Learn about the new, mobile inbox environment, take a glimpse at how the subscriber bases of 20 big-brands are interacting in it, and get some simple steps you can take to ensure your campaigns are mobile ready.

INTRODUCTION: As marketers, we all want better results from our email communications.To achieve those results we meticulously optimize each communication to increase deliverability, open rate, “readability” and desired action. The steps needed to optimize for all these factors are ever changing but none so rapidly as those for readability and desired action.

For a while now, most marketers have been optimizing their campaigns to increase desired action by segmenting lists by such factors as subscriber demographics, needs and wants, then targeting their messaging based on those factors. When optimizing for “readability,” our concern has been over our emails effectively rendering in the most popular email clients – whether they be web or software based. These factors have not lost their importance, but with inboxes so rapidly going mobile, they have become the simplest of factors on the newly complex campaign optimization “must have” list.

The reality is, the new inbox is always on and always moving. It is quickly becoming one of the more challenging aspects of marketing and stretches past the inbox having an impact on campaign results, engagement and relationships in ways never considered before. It is a new environment that none of us can ignore, else we risk decreased campaign results, loss of competitive advantage and eventually, declining revenue.

With such high stakes around it, eROI decided to dive a bit deeper into understanding this new “environment.” What are the general realities around it? Are these general realities true when compared to the subscriber bases of 20 big-brand email marketers? And what can be done to ensure that we are all addressing this new environment as we plan and optimize our communications going forward?  …

Post a Comment

Your email is never published nor shared.

You may use these HTML tags and attributes <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Success!

Thanks for your comment. Don't forget to tell your mom you're published now.

This entry was posted in Resources. Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.