The digital landscape has evolved rapidly over the past several years, affording strategic marketers a wealth of opportunities to communicate with customers and prospects in new and exciting ways. Mobile marketing channels now have significant scale and reach, with 91 percent of all U.S. residents using mobile phones daily. In many global markets, handheld devices and smartphones are even more ubiquitous.
E-marketers have always counted on the superior value of the e-mail channel as a direct response vehicle and as an effective tool for managing customer relationships — and for good reason. Inbox advertising has long been one of the top performers in the direct marketing mix, boasting a $45.06 return for every dollar invested, according to the Direct Marketing Association. Few e-marketers, however, fully realize the tremendous role targeted e-mail advertising can play in positively stewarding a brand by driving brand awareness and brand favorability.