Email remains the highest performing marketing channel year over year, returning over $44 for every dollar spent. While there’s plenty of buzz around social and mobile innovation, email remains the profit generating powerhouse that delivers results that no other channel can even come close to matching. How are successful email marketers mapping to this level of success? They’re focused on these 4 conversion drivers:
Over half of all email opens occur on a mobile device. While the percentage of mobile opens on specific campaigns will vary depending on the target audience, product, and offer, it’s prudent to assume that design for mobility is the new default. Subscribers are using mobile devices to not only check email but also research products and make purchases. Conventional fixed width email layouts don’t work on mobile devices – this is why responsive design that extends through the entire path to conversion is critically important. If there are rendering hiccups or layout issues with the landing page, subscribers will bounce and sales will fall through the cracks.