Top Email Marketing Trends of 2014
Contrary to popular belief, email marketing is not dead. In fact, 21% of businesses surveyed by The Relevancy Group revealed 1-5% of overall revenue are attributed to email marketing - specifically mobile. This is where the secret lies. As the word "mobile" is being placed in front of every marketing trend this year, it is no surprise that this channel is the most effective. What may come as a surprise is mobile email adoption is mainstream across pretty much every age group, with ages 33-38 taking the lead. What can we do as email marketers to not only harness this information, but make an impact among our audiences as the popularity of this trend grows?
1. Attention to Details
Thirty-two percent of mobile email users said one thing they dislike about marketing messages received this way is that it is too small to read and interact with. Even further, 26% expressed their frustration with the difficulty of seeing the company's full website when following the email's call to action and clicking through to the site. These stats capitalize the importance of responsive design - if this marketing trend hasn't already been drilled into your brain this year, it's time to wake up and smell the media queries! With 52% of consumers checking their mobile devices daily for emails and social notifications, it's imperative that both your mobile emails and mobile site render appropriately and adapt to each device accordingly.
2. Get Creative Time
Too often we become so caught up on strategy and implementation that we lack the time and resources needed for creative attention to our email marketing campaigns. A popular new trend is embedding video into email. Further on the mobile trend, mobile video specifically is expected to account for over 70% of overall data traffic by 2016. A thoroughly thought out and well-executed video marketing message takes time, but time that will pay off with web conversion, engagement and interactivity.
3. Test It Out
A/B testing is great way to check the success of your email marketing messages. The way this testing process works is very simple: Choose a variant to test, such as two different kinds of links, images, calls to action, or even subject lines. Send the first variant, or email A to half of your mailing list and the second variant, or email B to the second half of your mailing list. Compare the results of emails A and B by views, click-throughs, or conversions to see which was more successful. It's important to do this type of testing often to narrow your email strategies down to the most effective email marketing messages for your audience.
Get ahead of the game and your competitors by embracing email marketing, tailoring those emails specifically for your mobile users, spending time on all facets of the development process and conducting your own research to discover what tactics work best for your message and your audience.