At Illinois State University, we have a large audience base. As such, we rely on emails to correspond with our audience, an audience base that is becoming more mobile with each year of new graduates. We have seen a trend in recent years of emails being read on mobile devices. According to Return Path, mobile email open rates increased 34 percent in the second half of 2011, this is at the expense of desktop email open rates. As a result, we have researched and experimented with designs to find the best practices for email marketing to a mobile audience.
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In 2000, Nicholas Cage starred in, Gone in Sixty Seconds. A remake of a 70s cult classic about car thieves. The title is a reference to the speed in which professionals can make off with your ride.
Recently Go-Globe.com created a graphic illustrating what happens on the web in 60 seconds. It is a fascinating and unnerving look at the break-neck speed of information and conversation.
In just one minute 98,000 tweets, 695,000 Facebook status updates, and 168 million emails scream through cyberspace. Practically speaking–-do you have any idea what is being said about your business, your company, or you in that minute?
If you don’t have a process in place to listen, evaluate, and potentially respond to what’s being said in the echo chambers of the data cloud, it’s quite possible your good brand and reputation could end up like the 1967 Mustang Shelby GT featured in the film.
Gone in Sixty seconds.
Email marketing might be becoming a passé method of communication, soothed into submission by millennials’ need for instant communication. But, depending on your audience, it’s still a success method of communication with your customers. It’s success is derived from being a quick, cheap, highly customizable way to acquire new and manage existing customer relationships. Plus, every step of the process can be tracked and measured for success.
For more on email marketing, read “Email marketing marketing for a mobile audience.”