The Adestra and Econsultancy Email Marketing Census results are hot off the press. Email marketing has consistently come out on top as one of the most valuable channels for ROI, but are all marketers making the most of the channel?
16.00-16.30 TFM&A Manchester 30 May 2012
48% of companies do not know what proportion of the emails they sent were read on mobile devices – such as smartphones or tablets – finds the Econsultancy/Adestra Email Marketing Industry Census 2012. They are effectively wasting marketing resources when messages are not optimised for the relevant reading device/email client, be that mobile, desktop or webmail – and tracking and monitoring email client usage is the first step.
Not optimising for mobile audiences, or taking account of recipients’ reading habits, can have a detrimental effect on both response rates and ROI. Are you sending desktop sized emails to iPhone users? Do recipients read once on a mobile device and then later on a desktop? How does changing the broadcast time or day of the week affect mobile opens? Many companies have no idea.
Being showcased at TFM&A Manchester is a new feature within Adestra’s MessageFocus enterprise email platform – it highlights the type of email client brands recipients are using, with a breakdown of each major version. This enables a greater understanding of reader behaviour and optimisation for a company’s specificaudience.
Also there is a keynote presentation at TFM&A Manchester and Jenna Lovell of adestra will go through 4 key areas where email marketers can maximise their email marketing and stay ahead of the game.
Jenna Lovell, Acount Manager, Adestra
16.00-16.30 TFM&A Manchester 30 May 2012
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