Email has stayed consistently effective as a tool for engaging consumers. Studies show consumers prefer email over other media to receive information from brands.
Marketers should keep the following trends on their radar while planning future campaigns:
1. Email still performs
You might think that email engagement has been dropping given the attention consumers are giving to social networks and messaging apps. In fact, the opposite is true.
What’s changed is the way that people manage their email. Open rates have risen in large part because people are checking on mobile devices. In fact, email engagement may now be a multi-device process. For example, it is increasingly common for a consumer to run through the inbox on a smartphone and then turn to the larger screen of a tablet or desktop to take action.
2. Big data changes the message
Email has long intersected with data-centric marketing. At its most basic, getting a consumer’s email address has always been one of the chief ways brands look to identify customers. And with big data now driving email, messages have the potential to be more personalized.
3. Email drives cross-channel
Extending the impact of big data, email may hold the key to engaging customers across different media as marketers move to a more holistic view of their consumers. In many cases, email serves as the consumer’s point of entry to other marketing channels. Sophisticated marketers have above average integration between email and other digital channels.
4. Responsive design takes over
The growth of mobile has presented email marketers with one of their biggest challenges: a message crafted to look engaging in a desktop inbox doesn’t always translate to the smaller screen of a smartphone or tablet. The answer is to design a format that allows marketers to build an email once and have it stay functional across all screens.
5. Email delivers the headlines
In the chaotic world of social media, receiving headlines in an email can be grounding and bring some order to an increasingly unstructured inbox stream.
Do web questions have you bogged down? CS Kern has mastered the art of the web, and they can provide you with the knowledge to get your emails noticed.