Email Marketing: The More Things Change, The More They Stay The Same

Year after year, email marketing has not only evaded predictions that the marketing tactic would soon be dead in the water, it’s proven to be exponentially more effective …

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Email Marketing The More Things Change, The More They Stay The SameYear after year, email marketing has not only evaded predictions that the marketing tactic would soon be dead in the water, it’s proven to be exponentially more effective as new resources and strategies help to make email more effectual than in previous years.

So not only is email marketing still relevant in the world of digital marketing, throughout 2013, many companies increased their email marketing significantly.

But simply sending out an email is not enough. Like all marketing-related efforts and the considerations behind them, the message must be carefully crafted and its means of delivery must be appropriate.

This is why 2014 will see a huge boost in mobile-optimized email marketing. Almost 90% of consumers today prefer checking their email on a mobile device. What does this mean for email marketers? All email must be compatible with laptops and desktop formats, but most importantly, for smartphones.

Not only should the email be easy to read on the smaller screen, it should enable viewers to both easily visit the website and call the company.

As a result, testing has never been a higher priority for email marketers.

There is no magic bullet or secret sauce that will work for all brands. This means that in order to make email marketing effective and efficient, advertisers must run extensive tests. These tests should evaluate the efficacy of design, subjects, calls to action, and content. Running an A/B test is the best way to see which strategies work best for your business’s clientele.

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    Email testing can be made easier by using built in soplit testing functionality within most email marketing softwares on the market.  For example, Delivra offers the ability to split test subject lines, copy, etc and allows the user to pick a winner automatically or manually.  They recently wrote both an article about split testing and did a webinar – http://www.delivra.com/be-an-email-marketing-detective-know-your-audience/