Creating a strong, lasting brand is essential to the long-term success of any business venture. When it comes to marketing strategies meant to cultivate a specific brand image, email marketing remains one of the most effective tools in a company’s arsenal. A recent report from Econsultancy revealed that of 1,000 businesses, 24 percent stated that more than half of their emails are opened on mobile devices by recipients. Around 42 percent of those companies believed that mobile email was important to their digital marketing strategies.
Why aren’t more businesses implementing mobile email marketing techniques
With so many recent cultural obsessions revolving around mobile innovations in social media and applications, it would appear that businesses need to adapt as quickly as they can to reach the mobile market. Still, Econsultancy’s survey showed that only 41 percent of respondents were actively implementing mobile email marketing strategies during the past year. Businesses that want to stay ahead of their competition will shift their marketing focus to mobile in an effort to reach the increasing number of consumers who make their decisions on the go.
The world of marketing is also requiring strategists to be more concise and aggressive when it comes to email marketing campaigns. A recent Business 2 Community article cited an ExactTarget report showing that 77 percent of consumers prefer email contact over any other channel of communication with regard to marketing efforts. While many companies are balancing their budgets between social media and text messages, customers have made it clear that they want to hear from their favorite brands via email rather than by these more personal platforms.
Companies should not overlook the importance of social in the broader context of digital marketing, but they should continue to prioritize email marketing in the years to come.