Relationships between consumers and brands remain fairly strong, even if the battle for the consumer's attention is growing. Trust and proximity are important keywords, also in email marketing. Among the main reasons why people sign up to a brand's emails the UK DMA found that being a regular customer (42% of respondents), liking the brand (40%) and having made a transaction (35%) are essential factors.
We provided several tips and best practices regarding mobile email design before. However, there is always room for more and in a recent post on Econsultancy, Erik Boman really shared a bunch of them, from the designer's perspective.
In a previous post I made the case for personalisation and segmentation. Unfortunately, however, it seems that a large majority of e-mail marketers is unable to perform any customer segmentation at all.
ReturnPath's Mario Marlisa recently wrote a great piece on deliverability for a collaborative white paper we released in Dutch. Marlisa emphasizes the increasing importance of engagement in deliverability.
To have a successful e-mail marketing program, no matter the industry, certain overarching themes must be followed. Below are some considerations inspired by an article on MarketingSherpa, looking at how to deliver upon customer expectations.
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