Despite being the most mature digital marketing channel, email marketing is very far from disappear. However, users behaviors are changing and the diffusion of mobile devices is causing a shift of emails opening from desktop to mobile. This doesn't mean that desktop is no longer relevant to marketers: on the contrary, when an email is opened on a mobile device, customer engagement is more difficult and marketers should try to drive a subsequent open in desktop environment.
So, how can email marketing still be effective, considering the unavoidable shift to mobile?
1) Go responsive: opening email on mobile devices is now more common than in desktop or webmail; as a consequence, email design should be responsive (i.e., should fit to be opened also in mobile devices, still rendering beautifully) to get the best possible outcome in terms of open and engagement.
2) Improve content: readers are less likely to click-through on the initial open from mobile devices than they are from their desktops. Consequently, the need of compelling content to engage readers is higher than ever.
3) Create incentives: mobile readers who open emails a second time from the desktop are 65% more likely to click-through than readers opening for the first time, so marketers need to understand how to drive, after the first open on mobile, a subsequent open on desktop.
Source: http://www.mobilemarketingwatch.com/the-future-of-email-marketing-improve-content-up-incentives-43386/#more-43386
Suorce (full report): https://www.campaignmonitor.com/guides/email-marketing-trends/?sv=aw614
No comments:
Post a Comment