You have probably fallen in and out of love with the options available to grow your business. Maybe you were hurt by certain channels not meeting your expectations or maybe you just got bored. Then newer, more attractive options hit the scene to turn your head, steal your attention and appeal to your desires to try something new. While we have nothing against exploring new relationships, it may be time to recommit to a relationship that has always delivered and approach it with a fresh pair of eyes and an open heart.
Email marketing remains a very important sales driver for online businesses. A recent study by Custora, a predictive analytics platform for e-commerce, affirms that email is one of the top ways to get new customers (beating out Facebook and Twitter). Most importantly for business selling their products and service online, customers that come to you via email, rather than social media, tend to shop more and spend more, as stated in the Forbes article, “Why Email is Still More Effective Than Social Media Marketing.” That’s a big win for email and a great reason to start the romance all over again!
Email, as a channel to acquire new customers, grew considerably during 2013 and the trend appears to be in place for 2014. So now that the verdict is in, what can you do to add some spark and make the most of your email marketing efforts for 2014?
Mobile Devotion
Mobile, mobile, mobile. That should be the voice inside your head!
Last year mobile opens increased by 24% (from 41% to 51% of total opens); officially beating all other ways your prospects and customers use to view and read your marketing messages. Here are a few more important stats:
- 66% of Gmail opens occur on mobile devices, with only 19% opened in a web browser (Source: Litmus)
- More than a third of all adults own a tablet device (Source: Pew)
Question:What do your emails look like on mobile devices?
Two important factors would be legibility and actionability. Mobile users will abandon emails they can’t read or find frustrating to interact with. This means that bigger fonts (minimum 16px) and clear, tappable calls to action (minimum 44px x 44px) are crucial. In addition, choosing a mobile strategy that balances the needs of your team and your audience is a must. Analyze your email opens and trust the data, not your heart.
Stay tuned for part two, coming soon!
P.S. – In case you missed our guide, “10 Tips for Effective Email Marketing”, download it today to get even more insights.
Do you use email marketing? Do you have any tips? Share them with us in the comments.
Also learn how you can use email to get customers to return to their abandoned online shopping carts in this article 6 Ways to Make the Most of Shopping Cart Abandonment
Written by Greg Gossler, Director of Marketing, NTENT
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