Key Takeaways
- Email marketing remains effective, with mobile devices driving increased engagement.
- Marketers should optimize emails for mobile, understanding the different email clients their audience uses.
- AI advancements enhance email marketing by personalizing emails, automating tasks, and improving deliverability.
Remember when everyone was predicting the death of email marketing? Well, they were wrong. Email remains a reliable marketing channel with a high ROI. In fact, mobile usage now dominates email engagement, with 55% of opens coming from mobile devices. That’s a huge increase from just a few years ago.
Mobile Engagement Trends
The shift to mobile is being driven by the increasing popularity of smartphones and tablets. More and more people are using their mobile devices to check email, browse the web, and shop online. This means that marketers need to optimize their emails for mobile devices to ensure that they are easy to read and navigate.
iPhone opens increased to 33% of opens in 2015, while iPad opens declined to 12%. This suggests that people are increasingly using their iPhones to check email, while iPads are being used less frequently. Android opens also increased significantly, from 18% to 25% of opens.
Email Client Usage
Gmail remains the most popular webmail client, but opens decreased slightly in 2015. This is likely due to the increasing popularity of mobile email apps. iPhone and Android opens increased significantly, suggesting a shift away from Gmail’s webmail interface to native mobile apps.
Implications for Marketers
The shift to mobile has a number of implications for marketers. First, marketers need to optimize their emails for mobile devices. This means ensuring that images and links work correctly and that designs render properly. Second, marketers need to be aware of the different email clients that their audience is using. This will help them to tailor their email campaigns to specific devices and platforms.
Recommendations
Here are a few recommendations for marketers:
- Understand where your audience is opening and engaging with emails.
- Optimize your emails for mobile devices.
- Analyze data on email client usage and engagement.
- Tailor your email campaigns to specific devices and platforms.
Bonus: The Future of Email Marketing
Email marketing is not going away anytime soon. In fact, it is likely to continue to grow in importance as more and more people use mobile devices to access the internet. Marketers who are able to adapt to the changing landscape will be well-positioned to succeed in the future.
One of the most exciting developments in email marketing is the use of artificial intelligence (AI). AI can be used to personalize emails, automate tasks, and improve deliverability. As AI continues to develop, it is likely to play an increasingly important role in email marketing.
Frequently Asked Questions:
What is the best time to send an email?
The best time to send an email depends on your audience. However, research has shown that emails sent between 8am and 10am are more likely to be opened and clicked.
How often should I send emails?
The frequency of your email campaigns will depend on your audience and your goals. However, it is important to avoid sending too many emails, as this can lead to unsubscribes.
How can I improve my email open rates?
There are a number of things you can do to improve your email open rates, including using a strong subject line, personalizing your emails, and segmenting your audience.
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