18 Mar 2015

Strengthening Your Relationship with Email

By Allison Howen, Associate Editor

The relationships marketers have with different channels are similar to the relationships people have with different types of friends.

Social media, for example, is the new and cool bestie that marketers look forward to partying with and introducing to all of their other friends. Mobile on the other hand, is like a hipster friend that can be difficult to meet up with, yet always provides interesting and valuable experiences. Then there is email, which is a marketer’s most loyal and trusted confidant.

In fact, the relationship marketers have with email has stood the test of time and seems to only be getting stronger with every passing year. In 2014, for example, the number of emails sent to subscribers grew by more than 9 percent, while the number of opens for each active subscriber increased by 6 percent year-over- year, according to Yesmail. To build on this momentum and increase the return on investment from this channel, marketers need to re-energize their relationship with email, which can be done by considering the three trends below:

1. Email, Meet Mobile

Sometimes it can be awkward to introduce your friends to one another, but this is not the case with email and mobile. In fact, emails should be optimized for mobile devices, and marketers who haven’t adopted responsive design for their campaigns are missing out on big revenue opportunities.

According to Listrak’s “2014 Research Report and Look Book,” more than half of all emails are opened on mobile devices and $1 of every $10 spent on e-commerce comes from a mobile device. Yet Listrak’s data on top retailers’ email marketing strategies reveals that just 6.4 percent are using responsive design for their campaigns.

Fortunately, leveraging responsive design for email campaigns is becoming a much easier task, as a variety of email marketing service providers have added responsive templates to their offerings. The ExactTarget Marketing Cloud, for instance, offers mobile-optimized email templates that enable marketers to preview messages on both mobile devices and desktops with real-time rendering tools (see image below).

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