Email is often considered the first form of digital marketing and its becoming the latest function to move from the desktop to being mobile-centric. Newly released information points not only email being very effective but tremendous growth on the mobile side.
• Nearly one in three emails sent – both personal and business – get opened
• In the past year, email open rates have climbed nearly 20%
• Today, over 40% of all email is opened on a mobile device
• The share of email that is open on a desktop machine has fallen 26% in the past year, the total amount of mail opened on a mobile device is up 50%
• The amount of mail opened with tablets has climbed close to 80%, and the amount opened on a mobile phone has grown 40%
•The average order that comes from transactional email is up 14% in the past year
What Does This Mean To You?
Email is offers your business several benefits, the biggest being the ability to create specific offers for specific target groups or customer segments. Transactional email can also prove very tricky. I recommend that anyone looking to market their business via email consult with a specialist with that platform. There are certain legalities regarding who you can email, what you can email and what has to be contained in the email. For customer acquisition, an email professional can ensure that your mail does not run afoul of Spam regulations, that your list comes from a reputable source and that it is worded in a way that gives it the best chance of being opened. For customer retention/loyalty email campaigns, it’s still a good idea to talk to a professional. They can help you get the most out of your campaigns. One of the best rules of thumb is to only send mail to customers who know they are going to receive something. Online and in-store shoppers will often signup for emails to get discounts and offers but the communication never goes any further because the address they gave you is a burner set up specifically for things they never plan on reading. Make sure that your offers have value and are tailored specifically to that customer. TO learn more on leveraging your target audiences, please contact:
Al Fiala
amfiala@gmail.com
Research That Delivers Results 