Top Takeaways from the Email Evolution Conference 2013

Mobile Marketing was front and center at the DMA’s Email Evolution Conference.  Speakers and roundtable discussions were buzzing about what the increase in mobile usage means to email marketers. And it is easy to understand why:

  • 62% are using their smartphone every day and 80% don’t leave home without them.
  • Mobile email will account for 15 to 65% of email opens, depending on your target audience, product and email type.
  • Stats say 42% of email is now opened on a mobile device.
  • 43% of mobile email users check email four or more times per day.

Believe it or not, your customers are mobile!  Now is the time to think about a mobile strategy around your marketing efforts for social, Web and email in order to ensure success.

We also compiled our 6 favorite takeaways from this year’s conference and wanted to share them with you!

1.       Trigger emails top the list of the most effective relevancy improvement tactics.

  • 47% of survey respondents said that automatically sending an email based on a trigger is somewhat effective with 43% responding it was very effective.
  • Transactional emails average 60%+ open rates and can be a large revenue source.

2.       It is all about reputation.

  • ISPS want you to respect their resources (e.g., removing addresses they’ve said are bad) and send content their users want to receive.
  • Reduce your unknown user or hard bounce rate by validating email addresses up-front, and by mailing more often.

3.       Practice quality over quantity.

  • Grow lists organically if you can; partner with pros when you can’t.
  • ISPs don’t deliver your email to the inbox just because you sent it. The bottom line reason is that when Internet Service Providers (ISPs) don’t see quality, they will place your email in the junk/bulk folder, and you will lose the quantity of people that actually see your message.

4.       Less is more when it comes to content.

  • Most email clients cutoff subject lines at 75 characters or less.
  • Include a pre-header with a concise call-to-action, more and more people are reading less and less.

5.       Don’t just manage the opt-out process; address the opt-out problem.

  • Offer alternatives to opt-out, include a preference center and allow subscribers to opt-in to only the content that is relevant to them or decrease the frequency they receive your emails.
  • Reengage opt-outs through transactional messages.

6.       Social Media Marketing is still relevant.

  • Social conversation impacts every channel, from search to Web to email and beyond.
  • Use social channels to gain insight for market strategy, messages and offerings.

We had such a great time at the 2013 Email Evolution Conference that we are already looking forward to what 2014 has to offer!

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