Responsive email is more than just another marketing trend. Mobile has changed the way we consume content and it's important as marketers that we make information easily accessible to consumers.
In 2014, it's very clear that in order to have the maximum impact, you need to have an integrated marketing approach. It's vital to make sure you are maximizing the impact of your promotions across multiple channels.
I've written about this in the past and it's often easy to start with integrating paid and organic search with content. Yet, the real benefit is when you start tracking the conversion and customer value from this - more often than not, that means capturing potential customers early in the buying cycle, and then converting them later in the journey once they are ready to buy.
This means email is hugely important!
Once you've got someone to your site, you want to make it as easy as possible for them to remember you and come back. That means you need to be able to get them to sign up to receive content, newsletters, offers - anything that can get them back in further down the line.
Mobile usage has soared over recent years, and as a result you now need to ensure that your mobile experience is as well optimized as possible, whether that's in a search result, on your website, or in an email.
Responsive email has been at the forefront of every email marketer's mind as industry statistics show that 50 percent of emails are now opened on mobile devices. According to Litmus, "70 percent of brands see their email opened on mobile" and GetResponse reports that as "294 billion emails are sent daily," so companies need to keep up with industry trends in order to continually engage with their customers in order to achieve better results on mobile devices.
If you're curious, here's the email client market share tracked by Litmus in January 2014:
Deciding to move over to responsive email strategy takes collaboration and should be well thought out, so here are seven need-to-know facts to keep in mind:
1) Responsive email isn't a new concept; a short definition of this is creating an all-in-one design that adapts itself to the device that is being used to view it. It does require team effort to address the efficiencies of creating responsive email templates.
2) Define your goals on what you would like to achieve and how you would like your clients to interact with your services or products in order to provide a smooth customer journey. Create a road map with the goals that everyone on your team agrees are important.
3) How are you measuring up to your competitors? Keeping up with industry trends is key and GetResponse provides a few infographics on the dos and don'ts of email mobile marketing:
4) Clear customer journey - is your messaging consistent from website to email message to landing page? Creating a clear click-through is just as important as creating a responsive email. Econsultancy offers their top 25 sites with responsive designs from 2013, with an example from VoucherCodes.co.uk:
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Kevin Gibbons is Managing Director of digital marketing agency BlueGlass UK. A highly respected blogger on search engine marketing and social media, Kevin also speaks frequently at leading industry events.
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