Six Email Marketing Predictions For 2013
Anytime I read an article that refers to email as “old,” I can’t help but snicker inside. Email has changed dramatically since its “You’ve got mail” days -- and changes incrementally from year to year. Here are some of the changes I see in store for us this year:
1. Marketers will get serious about creating mobile-friendly emails. On Dec. 25 alone, 17.4 million new smartphones and tablets were activated, according to Flurry Analytics. The shift to mobile reading of emails is now unequivocally too big to ignore.
While I’ve seen a number of retailers like Crate & Barrel, Lowe’s, Urban Outfitters and Walgreens optimize their emails for mobile readers, many retailers have yet to make the necessary changes to their templates. Whether it’s simple mobile optimization techniques, trickier responsive designs or tech-enabled live content, 2013 is the year to take comprehensive action...