As the use of smartphones continues to increase there has been some debate as to whether email marketing is still an effective way of engaging with consumers. A recent study by Adobe has shown that emails are still very popular, with 79% of 1,000 mobile device users confirming that they use their phone to check their emails, over 78% who use it for making and receiving calls.

It has also been discovered that emails from brands are second only to personal recommendations when it comes to influencing purchasing decisions on mobile devices.

Although emails remain a way of gaining direct contact with consumers, in order for them to be successful it is imperative that they are opened. Furthermore, it is beneficial if the reader takes action such as clicking through to the company website. Creating relevant and targeted campaigns around customer preferences and criteria is an effective way of guaranteeing email marketing success.

Consumers receive a large quantity of emails every day and they often skim or ignore them opting to read them at a later date. It has been noted that the best time to convert an email into business is the first time it is looked at by a consumer. Consequently, it is important that each email send is given the best chance to succeed by being as targeted and specific as possible.

As always, timing is key and making sure that the emails are sent at the right time is also a central component to creating a prosperous email marketing campaign. Depending on the target market, the best time to send an email could be at the weekend if the recipient is too busy during the week or perhaps, weekday mornings or evenings for commuters. The time that the email is sent could be the difference between a consumer engaging with an email campaign or not.

As well as securing new customers, rewarding loyal ones through email campaigns can also be valuable to gaining repeat business. Testing is also an important process, and it is vital to record and monitor results to gather what is working within the emails and what is not facilitating engagement.

To be a success, an email marketing campaign needs to be a long term and holistic project and it is more likely to produce results if it is constructed and maintained properly. For additional information and assistance with email marketing campaigns please give us a call on 0845 075 0152 or visit our website: http://www.angelsmedia.co.uk/