eMarketing & Commerce (eM+C)

You will be automatically redirected to emarketingandcommerce in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 

Email Marketing's Evolution in a Mobile World

December 5, 2012 By Joe Keenan
Get the Flash Player to see this rotator.
 

With smartphones seemingly glued to consumers' hands, marketers have realized they need to leverage the mobile devices in order to reach their customers and prospects. This is most definitely true for email marketers. According to digital marketing agency Knotice, 36 percent of all emails are now opened on mobile devices. Brands have been presented with a choice: develop a mobile email strategy or be left behind.

On Jan. 31 in Atlanta, this topic and more will be addressed at All About eMail Live!, a one-day workshop featuring email marketing experts who are ready to answer your questions. One of those experts is Simms Jenkins, CEO of email marketing-focused digital agency BrightWave Marketing. Below is a brief interview I conducted with Simms that will give you a taste of the great content you can expect to hear at All About eMail Live! Register today!  

eM+C: How has the growing consumer adoption of smartphones and tablets affected email marketers?
Simms Jenkins: Well, unfortunately it hasn't for far too many. With smartphone penetration passing 50 percent and tablet ownership hitting 25 percent, one would assume marketers have been crafting a well-developed mobile email strategy or at least a few tactics to adapt, but that isn't the case. We still see many email marketers flatfooted for a variety of reasons. I think this is often because "mobile" means so many different things to digital marketers. Not many people have really defined what mobile means to email in a profound way.

This will be painful for many email marketers as they see their campaigns getting deleted and ignored on a more regular basis if they don't adapt to how consumers and business professionals are consuming their email.

For the email marketers who have taken the first few steps, the first thing they usually possess is information. The first key is understanding what percentage of your database is reading your emails on smartphones. Once you have that information, you can then begin to develop the right business plan to support these important customers. We've seen a trend where the first subscribers to migrate to smartphone email consumption are a brand's best customers in general.

 

SPONSORED CONTENT

MORE ON EMAIL MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: