Tips & practices

In email marketing, simple is sometimes better. The design of an email is important, from a usability, efficiency and branding viewpoint. It’s also critical you make sure the experience of the recipient is consistent with other touch points with your brand. Consistency does result in higher conversion rates.

The purpose of your email template design is not to impress people, even if the brand dimension should not be forgotten. Your goal is to grab the attention of the people you’re interacting with by offering them a relevant and valuable offer (promotions, content, etc.) and experience that is continued in other touch points, for instance, on your landing pages.

Consumers are increasingly adopting online channels to buy. This evolution has been going on for years, and it certainly hasn’t ended. With the success of mobile devices, online commerce is growing even faster, as is the use of digital channels in the purchase journey.

However, let’s not forget the role of offline channels. The buying process still involves many offline touch points and one of the predominant channels in multichannel retail is obviously the…physical store.

Yesterday, we mentioned that comScore found smartphone penetration reached 42% across the five key European markets and highlighted the impact of mobile on email. However, there is more. The fast uptake of smartphones and other mobile devices starts to be noticed from a traffic perspective.

On top of that, the mobile shopper seems to be a true multichannel king and cross-channel interaction is important for retailers. This offers opportunities for retailers, both online and in the ‘real’ world. The comScore data show that over 13 million consumers, owning a smartphone, visited a retail website, making it one of the most popular activities. Mobile commerce is picking up as well, especially among the 18-24 year age group, closely followed by the 25-34 year-old consumers. For now, mobile commerce, is more popular among men than among female consumers.

Earlier this week, comScore released some data, indicating that the number of Americans using their mobile phones to access email grew 28% year-on-year. In total, almost 2 out of 5 mobile phone users now access their emails. Among smartphone owners, this percentage is much higher with 78% using email.

The research confirms findings from ReturnPath and Litmus, regarding the growing adoption of email (and the mobile email viewing habits), we recently tackled in a post. It’s obvious that sooner or later your customers and prospects will start using mobile email as well. It’s one of the most popular activities on mobile devices.