The Journey of Email Marketing
It's also time for email marketers to prioritize mobile optimization. This may not come as a surprise, but for more forward-thinking companies, this is a great opportunity. An adjustment period while mobile optimization plays catch up is a great time to get ahead of the competition. It's also become essential that emails are responsive and optimized for small screens. If you fail to do this, you can expect to lose half of your conversions. Mobile has also affected the way we react to marketing emails. For example, mobile has made it easier for commuters to catch up on their email before getting into the office. This behavior is great for some types of marketing emails, but it all comes down to the conversion goal. Commuters on crowded trains are less likely to make a purchase, but much more likely to read a newsletter.
There are two essential tools at your disposal when it comes to making the most out of an email campaign — recipient feedback data and email analytics. Each and every one of us is unique and will respond differently to different emails, even if those differences are only minor. To ignore this kind of data is a recipe for disaster. At the end of the day, email marketing is all about trial and error. Learning what works and what doesn't will eventually allow you to push your email conversions to the next level.
Rupert Adam is the marketing manager of Emailcenter, the U.K.'s largest independent ESP.