3. Platforms Evolving
Marketers have to be prepared to message their audience no matter what device they are using. Mobile is dominant.
When it comes to ecommerce, Barber said, “Women are more likely going to convert on a tablet. Men are more likely to convert on a smart phone.”
Of the email services, Outlook is behind, but will likely follow others like Gmail, so that better design functionality will work with all the category leaders.
4. Email Engagement Is Increasing
“We are spending more time on campaigns,” stated Barber. However, a study that he showed defined an engaged reader as one that reads an email for at least 8 seconds.
Since 2011, email recipients are actually engaging more with emails as they have transitioned to smaller screens with mobile devices, not less, as some might think.
5. Optimal Times Have Shifted
“Gone are the days of people just reading emails from 9 to 5,” said Barber.
He laughed that every email strategist has been asked ‘When is the right time to send emails?’ The old answer used to be ‘9 a.m. local time on a Tuesday and Thursday.’ However, we are no longer just reading emails when sitting at a desk.