If you follow PR/marketing news carefully, you may be forgiven for thinking that no one even opens emails anymore, because everything has to qualify as social/viral/visual/original “trusted” content to get anyone’s attention. And it’s true that measuring ROI for digital marketing campaigns is becoming even more confusing: pretty much every agency and business will spend more on digital marketing efforts this year despite a decline in understanding when it comes to the end value of such campaigns.
Yet eMarketer‘s 2012 year in review benchmarking survey indicates that old-fashioned emails still play a central role in nearly every successful campaign–in fact, open and click-through rates are on the rise! Surprised? Here’s a shocker: a significant number of email recipients open marketing emails on mobile devices–and if these emails can’t be “rendered” on mobile, quite a few take the additional step of opening them on their desktops!
Financial companies and retailers have the highest open rates, but that doesn’t mean these numbers don’t apply to you. So if anyone tries to tell you that emails don’t matter anymore, they’re wrong. The lesson here: keep sending those emails out–and make sure that every one is visible on mobile devices.