Along those lines, Miller says it's important to ask customers for feedback, which alerts marketers to changes they can make, keeps the dialog going with consumers and increases clickthrough rates—especially if it's a survey.
4. Old-fashioned standards still apply.
McDonald says list quality, a compelling offer, strong creative and audience match, complete with correct channel based on preference, are still important to clickthrough.
So it's important to pay attention to how these aspects of e-mail marketing are evolving. For instance, creatives need to know that some domains feature e-mail "preview panes," where recipients can see only the top half of an e-mail. That's where the clickthrough needs to be, he says.
Hambelton says other channels—mobile and direct mail, for instance—can rescue a campaign if recipients don't click through the first time.