Not Responsive

There’s a disconnect between how consumers are reading commercial emails and how marketers are conducting email marketing campaigns. On one hand, there’s the report earlier this week that says 41 percent of all commercial email is opened on mobile devices — a number that’s expected to surpass PC/desktop opens by the end of the year.

On the other hand, there’s the new 2013 Email Marketing Benchmark Report from Marketing Sherpa that says more than half of email marketers aren’t designing their emails with mobile devices in mind.

Almost 1,100 marketers took the survey and, of that group, 58 percent said they’re not creating emails to render differently on mobile devices.

Marketing Sherpa

Here’s another sign of the disconnect between email marketing and consumer activity: Only 21 percent of the marketers surveyed say they integrate the mobile channel with their email campaign.

Marketing Sherpa 1

Time to wake up Mr. Retailer.  Work with your teams now and Get Responsive.  You are losing sales to your competitors that are responsive.

This information sourced from recent Marketing Sherpa survey.  www.marketingsherpa.com

Webman

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You Made It – Now What?

Did you party like it was 1999 last night?  Well if you did you have now realized that you did wake up this morning and you do have a screaming headache.  The world is still standing, but you might need to lay down after that doomsday party you attended.  Throwing caution to the wind; participating in the wheel of beverages.  Shots? Never a good idea, but why not since the Mayan calendar essentially gave you the freedom to make different decisions.  Were you burning down the house?  Hmmm, that reminds me of a song.

Well, we made it.  We are all still here.  Now what?

If you put off any decisions on what your e-mail strategy will be in 2013, time to get on it.  Grab that mug of piping hot coffee and let’s get going.

  • Mobile, relevant content, and multi-channel touch points become the mainstays of effective email programs in 2012.  2013 will be the year that email marketers will need to optimize and grow by addressing their subscribers’ changing habits
  • Effective marketers will focus on customer centricity, relevant content, and multi-channel, data-driven lifecycle programs

OK, got it.  But how?

  • Triggered email programs are critical – Now go multi-channel
  • Add SMS, mobile application push notification, or frequency from display ads to your email
  • Determine where multi-channel touch points can be most valuable. SMS is great at driving a sense of urgency through a last-minute reminder, while targeted display excels at reinforcing value while customers are deciding
  • Go multi-channel – Yes I am repeating myself.  As we know in advertising, frequency is important

In 2013, the majority of e-mail will be opened on a smartphone. Thus, “mobile-friendly” scalable templates will no longer be enough. You will need to rebuild your templates to account for responsive design.  Responsive email design is the only truly mobile-first strategy.  Get on it now.

Why responsive design? Econsultancy reports that 63 percent of Americans and 41 percent of Europeans would close or delete an email not optimized for mobile. Therefore, if you don’t get mobile, your emails will be relegated to the digital circular file.

Thanks for your support and readership in 2012.  Have a great holiday season and happy new year.  And just remember

Webman

E-Mail – Master of the Omni-Channel Domain

Bring out your dead.  In Monty Python‘s classic movie The Holy Grail, it was time to bring out your dead:

Well, for a while industry experts were writing off e-mail as a dead medium.  Not so fast there mate.  The reality is quite a bit different.

  • There are 3.3 billion email accounts (social media – 2.7 billion accounts)
  • Email is the most dominant way of sharing information with more than 100 trillion messages sent a year
  • According to the Direct Marketing Association, firms made an average of $40 for every dollar spent on email marketing in 2011.  This is sure to go up given the impressive results so far this holiday season

e-mail 1

e-mail2

E-Mail – Definitely not dead.  Alive and well.

Webman

Mobile Has Changed Everything for E-Mail

So you are working on your e-mail marketing campaigns and have noticed a seismic shift in where folks are now accessing your incredible content and compelling offers.  People once opened their e-mails primarily on their desktop or laptop computers.  But now new devices such as your smartphone and tablet, primarily the iPad, have become primary access points for e-mail.  Take a look at the following chart:

OK, so now 1/3 of e-mail is opened on a mobile device.  Take a look at the leading e-mail client market share:

So if you are running a small business, what do you need to do:

Thank you to our friends at Milo – www.milo.com and Litmus – www.litmus.com for the awesome infographics.

Webman