The blending of mobile, email, and direct marketing has been building for the last decade, but as marketers, we have to recognize mobile as the mainstream channel it has become. As an email marketer, we also need to be aware of the mobile platform's impact on email marketing. Here is a brief rundown of some statistics that highlight the state of mobile.
With consumers doing more and more on their phones, the need to deliver relevant email messages has never been more important. The surveys that my firm has conducted continue to underscore that consumers simply delete messages that are not relevant to them or come too frequently. I discussed some of that data and the upside of relevance in this column. As marketers, we must deliver a consistent and enriching customer experience across every device and channel.
Begin investigating mobile tactics that can grow your email subscribers, such as enlisting short codes to drive email registration through SMS texting. Overall, 8 percent of consumers that my firm surveyed stated that they have opted in to email programs using SMS text capture, a number that again soars when we look at younger and affluent age groups, jumping as high as 20 percent in some demographic groups. My column from last month dives deeper into the topic of mobile-driven email acquisition, and in my aforementioned recent conference journeys, I continue to encounter more and more marketers that are leveraging mobile applications in this manner.
Clearly, the great news is that there are lots of solutions and opportunities to improve your email program on mobile devices. The challenge is that consumers are getting pummeled with marketing offers with every click they make. Become an early adopter now and begin leveraging these mobile opportunities so you aren't left behind in this mobile email evolution.
Until next time,
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For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.
March 19, 2014