The New Inbox

Connected consumers – the people with smartphones and tablet computers – check their email accounts more often and, in some cases, exclusively from these devices.

Simms Jenkins new book talks about how the changing email landscape must evolve to consider mobile and social access points.

Digital media has raised expectations for quality interactions. Today’s savvy consumer expects a coordinated cross-channel experience. Brands may start their consumer engagement projects with email, but they must follow through with mobile, social media and display marketing initiatives to keep leads active.

Jenkins offers six golden insights about email marketing for both B2Bs and B2Cs.

Rule 1: Smartphone owners are more likely to read emails than make phone calls. Recognize it’s the best way to reach mobile web audiences.

Rule 2: Mobile email has grown 138 percent year-over-year, so you need to get on board.

Rule 3: Understand how email content looks on smartphone devices. Eighty percent of people delete mobile emails if they don’t look good on their screens. How does ugly email influence brand perception? An unattractive email generates a 24 percent strongly negative perception.

Rule 4: You can’t know the right email approach if you don’t know where your customers hang out online. Look at analytics – what devices do people use to review emails?

Rule 5: Set goals – these benchmarks help determine the type of email program that will work best.

Rule 6: Device matters – Deliver the RIGHT email to the RIGHT device.