Consumers are using their phone to check email on a nearly 24-hour cycle. While this certainly gives your brand the opportunity to reach the customer at any point in time, it also presents one major hurdle: standing out.
Per a Forrester study published at the end of 2013, consumers were more than twice as likely to delete most email marketing without reading it (42 percent) than they were to read most email ads just in case something catches their eye (19 percent). The best way to overcome this is segmentation, but getting to the right segments is difficult.
A Strong View study quantified some of the challenges for enterprise businesses, finding that the top challenges are:
- Accessing and leveraging customer data from multiple channels and data sources (40 percent of respondents)
- Issues with coordination across marketing channels (34 percent)
- Developing more relevant engagements (32 percent)
Niche marketing is obviously optimal because personalized content has the best shot of getting through to the customer, but actually getting to the niche — who they are, how they behave, etc. — is increasingly difficult. There are a couple of email marketing trends emerging as winners in the click-through race on mobile: micro-targeting and micro-content…
How Big Data Affects Email Marketing – And How Your Brand Can Capitalize On The Trend
