Email Marketing's Evolution in a Mobile World
eM+C: Where do you see the future of email marketing headed with regards to mobile?
SJ: All email marketers will need to deliver the right email to the right device. That won't be a luxury in 12 months to 18 months. That's why my firm developed proprietary email technology that allows your subscribers to receive the right version based on their device as opposed to responsive design, which is one version that generally adapts to a certain extent to multiple screens. It's going to be like if you know you want to reach cable subscribers, you advertise on cable and adapt your advertising accordingly. I expect that we'll see device-specific campaigns (think iPhone-specific email campaigns) become the norm in the next 18 months.
eM+C: What steps do email marketers need to take within their organizations to evolve with these changes?
SJ: Education is always instrumental when preparing for changes — and certainly investment — in email marketing. Using data to guide decisions and not just being passive will be critical. Most email marketing managers need executive support before they undertake new initiatives like designing for mobile, research or building all campaigns to be optimized for mobile devices. Those digital marketing execs need to understand how mobile impacts email and how different it is than apps, advertising or mobile sites. Lastly, like anything in email marketing, test! Nothing warrants further support like test results backing up a thesis or macro trends.