Email marketing continues to become one of the most effective ways to reach customers, especially as mobile messaging gains popularity. A recent study by Experian Marketing Services found that email volume increased 5 percent during the fourth quarter of 2012, while revenue per email increased 8 percent year-over-year. These improvements may be the result of marketing firms employing smarter technology solutions like contact data quality tools and address management. As they leverage these new implements, they may also be relinquishing outdated "spray and pray" tactics because they have more accurate customer information.
Mobile device adoption is another factor that's impacting email marketing success. This is especially the case with younger consumers, as a recent Pew Internet and American Life Project revealed that almost half of those between the ages of 12 and 17 own a smartphone and primarily use the mobile devices to access the internet. That means they are reading advertising messages on smaller screens as opposed to desktop monitors. If companies optimize their emails, they can capitalize on opportunities to reach prospective buyers any time.
Failing to prepare for online viewing is one the biggest mistakes marketing teams can make today, according to Direct Marketing News. Text and images display differently on mobile browsers, so these factors must be considered during design. Customers have expressed dissatisfaction with companies that do not accommodate smartphones and tablets in their promotional messages and often opt out of future mailings to avoid poorly displayed emails.
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