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 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.