Email is one of the most important digital marketing channels, but it’s rapidly evolving, according to Reggie Brady, president of direct marketing consultancy Reggie Brady Marketing Solutions.
“The biggest change is the influence of mobile,” Brady says in an interview with Target Marketing.
In May 2011, recipients read 16% of emails on a mobile device. But five months later recipients used mobile to read 23% of emails, according to Return Path, an email intelligence firm.
That number is even higher now, and a conservative estimate is that recipients view one-third of all emails on mobile.
“This phenomenon has dramatically changed the rules for email templates,” notes Brady.
One significant change is that most of the email service providers (ESPs) now have services that integrate with websites, and ESPs have stepped up reporting on social sharing. This gives marketers more options and intelligence.