Search Engine Watch – Email Marketing – the New Mobile Marketing
By: Search Engine Watch
A new Knotice study has revealed strong increases in the interaction of mobile devices with email marketing. In the first six months of 2012, 36 percent of emails sent were opened on a mobile device – a 32 percent increase over the last half of 2011, when 27 percent of sent emails were opened via a mobile device.
That’s massive in the span of just a few months.
What’s it mean? Email marketing is becoming mobile marketing.
Not search marketing, you say? No, maybe not directly, but indirectly – this brings email marketinga lot more attention.
Attention is something email marketing has been lacking for a long time. It’s by and large done very poorly, even when it has the potential to be the highest converting form of online marketing. By becoming a subset of mobile marketing, hopefully email marketing becomes mainstream and “sexy” to more businesses.
I’ve been a massive fan of email marketing for many years. The issue? It doesn’t get a lot of traction at search marketing conferences or on blogs because, while it’s a marketing channel that operates online, to date it hasn’t had a heavy influence on search.
If email marketing is the new mobile marketing, what can you do to compete with the few and proud that do it very well? In the past, email marketing was the thing you had to do, was done at the last minute, and was largely a send it and forget it proposition.
Hopefully that attitude is about to change.
It’s estimated that nearly 26 percent of email is accessed via mobile phones. Android and iOS operating systems are pulling away from the pack when it comes to usage. Most mobile phone users with purchasing power now have smartphones. Making sure your email marketing pieces are readable and accessible via mobile devices is quickly coming an important part of converting your message into dollars.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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