Email marketers are clearly doing something right, but how can they keep subscribers engaged? In short, they should focus on smart and targeted email programs and supplement them with communications in other channels.
For today's marketers, frequency is one of the most important factors of an email campaign. However, many email marketers fall into the same trap. They deploy their campaigns in giant waves and hope that subscribers, and their purchasing powers, get pulled in with the tide. Yet with such little regard for timing, these random check-ins do nothing but flood inboxes with limited return.
The Russian parliament recently passed a bill that would require international tech companies doing business in Russia to house servers within the country's borders to service local traffic. While the local government claims this is an anti-terrorism effort, some are concerned that this violates consumer privacy rights. American tech giants such as Facebook, Twitter and Gmail store a great deal of personal data about their customers across the globe, wherever they do business. Americans are generally concerned about privacy and the implications of the law on their customers. However, failing to comply could result in being banished from an entire country and losing a portion of your subscriber base.
On April 1, America's favorite email service will be a decade old. The game-changing service is so much a part of our daily lives that it's hard to believe that Gmail is older than the iPhone and just months younger than Facebook.
In last year's fourth quarter, 50 percent of emails were consumed exclusively on mobile devices. In addition, Google announced at the recent Mobile World Congress that mobile search volume will eclipse desktop search volume within the next year. Meanwhile, new data shows that nearly 90 percent of smartphone internet time and 80 percent of tablet internet time is spent using apps rather than the web. So what steps can cross-platform marketers take to stop directing their mobile audience to the mobile web when most prefer an app experience?
As the number of Gmail users continues to grow, so does the number of changes to the popular ISP. Recently, Gmail introduced a more prominent unsubscribe button, one which allows users to unsubscribe without even opening an email. Marketers naturally feared the worst. They expected a mass exodus from their email lists and a drop in engagement. In reality, marketers should join consumers in thanking Gmail for the change.
For the first time ever, the proportion of consumers interacting with email on smartphones or tablets alone hit 50 percent in the fourth quarter of 2013, according to a new study from Yesmail Interactive. In its latest Email Marketing Compass report, Yesmail analyzed 6.4 billion emails sent in the fourth quarter on behalf of clients across different industries. Within one quarter, the percentage of consumers interacting with email exclusively on mobile devices spiked, email-generated mobile sales increased at triple the rate of desktop sales (52 percent versus 18 percent) and the number of mobile orders went up 58 percent.
Despite Google's recent controversial changes to its email service, including the introduction of inbox tabs and hosted images, a new Yesmail Interactive study shows that Gmail boasts the most engaged user base among the four major providers. The report released yesterday by Yesmail finds that 19 percent of Gmail users were active in the past 12 months, compared to 14 percent for Yahoo, 12 percent for Hotmail and 10 percent for AOL. The number of Gmail users is also growing far faster than any other free email service.
Amazon.com and seven other retailers failed to optimize their Black Friday and Cyber Monday emails for mobile, missing a key opportunity, according to a new report from LightningBuy. LightningBuy's Mobile Email Scorecard found that only 35 percent of 60 of the largest internet retailers sent mobile-optimized emails promoting Black Friday and Cyber Monday deals. Another report from Yesmail showed that these retailers are definitely missing the mark, since mobile emails lead to purchases more often than desktop email.