Email has been declared dead many times but reality tells a different story. Usage continues to grow steadily despite competing channels and the increasing mobility of users – or perhaps precisely because of it?
Number of active email accounts worldwide - Source
WhatsApp is the new email...
That was one of the theories in recent years. “Facebook will replace email,” was another. And indeed, a lot of personal communication has moved from email to messengers. Nevertheless, Facebook is one of the world’s largest senders of email. A contradiction? No! Far more that email is a good and sensible connection between, and extension to, the new and classic channels.
Email is cheap, universal, platform-independent and simple. Today, every device can send and receive emails. For many websites and services, email is a fallback channel (forgotten password). It’s the number 1 medium in professional environments for job applications and service questions. And last but not least, in email marketing it’s still the most cost-effective and therefore most lucrative marketing opportunity of all.
Optimizing email for mobile devices
Nevertheless, email senders shouldn’t rest based on the status quo. The increasing consumption of email on mobile devices presents challenges. Most users read email first on their mobile device and not (any longer) on the desktop. If the email isn’t displayed correctly on the device, it often leads to the email being deleted. Put bluntly, it’s becoming less and less relevant whether the email looks good on a desktop or not. If this immediate deletion takes place on a large scale, the domain reputation suffers – in the worst case, with future emails landing in the spam folder rather than the inbox.
When to send: Timing is everything
It’s also worthwhile taking a closer look at the time of delivery. While emails typically piled up in the mailbox and were read once a day making “placement higher up” the main challenge, every mail is now read by the recipient more or less in real time. What’s now important is when the recipient has time (and the desire) to read the email. Not everyone makes the effort of searching through their inboxes for emails they received earlier. Choosing the right time for each target group and type of communication is therefore crucial for the success and relevance of the email.
Integrate email marketing with other channels
The more personalized and relevant the communication, the more promising it will be. A multichannel evaluation of address-related information can be used for targeted control of an email (or also push message). The more sophisticated this strategy is, the more complex it is to implement. Nevertheless, the effort can be worthwhile. If, for example, the geolocation information available about a mobile device is used, messages can be controlled as soon as people are near a specific location (for example, a shop). This fact alone can increase the relevance considerably because the hurdles of the journey and making time for it no longer apply.
If the user shows an interest in particular topics on social networks, blocks of text targeted at them can be integrated in your email campaign. Using information about the last article searched for on the internet or social networks can have a much higher relevance, even if only for a limited time.
Be inspired by our marketing experts about the opportunities for your specific cases – we’ll be happy to help!