email marketing's longevity in the digital age - april mullen - stukent expert session

April Mullen, MBA

Sr. Marketing Strategist, Selligent

Adjunct Instructor, University of Missouri – St. Louis

Columnist, MediaPostEmail Insider

§ Email Continues to Be Successful

§ Mobile’s Role in Email’s Continued Success

• 2.6 Billion Worldwide Email Users

• 205 Billion Messages Sent and Received Per Day in 2015

Source:  Radicati Group,  Email  Statistics  Report  2015-­2019

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Q: What is the estimated ROI from email marketing programs for your organization?

§ Millennials are more likely than any other age group to check email on smartphones, with 88% reporting that they regularly using a smartphone to check email.

Harvard Business Review: Email Is the Best Way to Reach Millennials

§61% of marketing executives planned to increase email marketing spend.

*Strongview’sMarketing  Trends  Survey  Results  2015

Among 18-54 years olds, 79% of smartphone users check email more than making calls on their device.* 80% delete a mobile email when it doesn’t render properly and 30% unsubscribe.**

The web is no longer just a desktop experience.

*2013 Digital Publisher Report by Adobe**Blue Hornet’s Consumer Views of Email Marketing, 2013

FROM NAME

SUBJECT LINE

PREVIEW PANE

ABOVE THE FOLD

COMPLETE EMAIL

CLICK THROUGH

EMAIL

HEADLINE

FIRST PARAGRAPH

BODY

CALL-TO-ACTION

LANDING PAGE

SUB-HEADLINE

Responsive design allows for superior rendering on desktops, tablets and smartphones. This provides a great user experience for subscribers.

§ Being as concise as possible.

§ Using a single, clear call-to-action, ideally with a bulletproof button

§ Utilizing white space to give your text some breathing room

§ Using a minimum font size of 13px

§ Designing in a single-column format

§ Live Video§ Social Feeds§ Mobile Deep Linking§ Countdown Clocks§ Weather Feeds§ And more!

Enhance The Moment