Brands understand that the stronger content writing skills their creative teams have, the smarter their marketing strategies will become. With technology rejuvenating traditional channels like email, new programs must be developed to take full advantage of communication methods that prove effective in generating leads.
A new study from Epsilon found that mobile technology has boosted email effectiveness over the past year. Email open rates increased to 31 percent in Q1 2013 – up 18.6 percent year-over-year. Epsilon credits this significant boom to the proliferation of mobile.
“We expect to continue to see increased open rates as more consumers check email and manage their inbox on the go via mobile phones and tablets,” Vice President of Digital Analytics at Epsilon Judy Loschen said. “We also found an increase in click rates, suggesting that more marketers are recognizing their consumers’ mobile behaviors and preferences and are focusing on optimizing their email creative and content for the mobile web.”
Click rates reached 5.1 percent in Q1 2013, indicating marketers are getting smarter about how they construct headlines and engage with prospects via email. However, challenges still prevent many businesses from improving content ROI from email. Brafton recently reported on Ascend2 research, which found creating relevant and engaging custom content for email is their No. 1 challenge today.
As email continues to thrive, creative teams must adapt their skill sets to perfect outreach programs across all channels. Mobile content must be engaging and succinct in order to see results, which forces content marketing teams to improve campaign concepts to reach consumers all over the web.