With 44% of e-mail opens occurring on mobile devices, more than half of today's marketers are optimizing their e-mail campaigns for mobile viewers, or at least planning to do so. So if you aren't "mobilizing" your e-mail, you're in the marketing minority now. This latest data on e-mail marketing comes from a survey by interactive marketing provider Experian Marketing Services. Yet despite the focus on expanding digital reach, many marketers aren't using digital means to acquire e-mail subscribers. The Experian report, "Email Market Study: Acquisition and Engagement Tactics," found 78% of marketers use sales associates to collect e-mail addresses; 22% are using pop-up windows on their websites; and 36% still collect e-mail addresses on paper. And, beyond seeking e-mail addresses, a good chunk of marketers aren't using digital interaction to gather information about their customers and prospects either. The report shows that 30% of respondents make no fields in a registration form mandatory, suggesting they use other tactics, such as preference centers and surveys, to gather additional information about customers later. See the btobonline.com report at
http://www.btobonline.com/article/20130116/EMAIL13/301169995/experian-44-of-email-opens-occur-on-mobile-devices
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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