2016 is here! As the world of email continues to evolve, there are a number of factors you should consider this year to ensure you are getting the most out of your email marketing. It won’t all be brand spanking new ideas though, as most of these have been around for years, it’s just time we started giving some of them a bit more focus. Here are 5 things you need to consider.
We all know that mobile is huge, and we can only predict that it’s going to continue to grow as we move deeper into 2016. It’s not just design considerations we need to think about anymore, but also how people use mobile email. It’s almost a notification system, you read it as it comes in and then it’s gone forever. Only a small percentage will re-read it on a desktop device later, especially for B2C. Therefore, think about when you will send your emails, avoid waking people up at 3 am and experiment with different timings to see if what you considered good in the past still exists as the best time.
What we mean by personalisation is changing. It used to be basic field merging, then it moved onto dynamic content. Now consumers expect it to be unique and relevant to them. This means providing them with the products or content they want – 4 or 5 segmented versions won’t cut the mustard, so it’s time to explore a little bit more into personalisation if you’re not already.