Custom content helps email marketing campaigns build trust with new and existing customers.

Regular reports show that email marketing continues to drive leads and conversions for businesses across all industries. New technologies threaten to alter marketing strategies, but these trends have yet to outperform custom content sent via email.

Email consumer vs marketerAccording to Experian Marketing Services, email remains a strong website traffic and revenue generator for businesses, especially with 44 percent of total opens coming from mobile devices. But just how much have mobile devices changed email outreach in the past few years?

ExactTarget recently released a new study called “Marketers From Mars,” which suggests one of the web’s more traditional marketing platforms is becoming even more relevant in the face of portable web access. Data found that 96 percent of consumers who own smartphones subscribe to brands’ mailing lists while only 90 percent without mobile devices do the same. More, 59 percent of Americans noted being more selective in subscribing to mailing lists over the course of 2012. This suggests that brands may have to work harder to build trust with prospects, especially if emails will be sent directly to their mobile devices.

Custom content can help businesses foster rapport with new and existing customers. Well-written copy that presents information in a straightforward manner tells recipients exactly what they can get from a brand, without the bells and whistles often used to generate leads on other platforms. Email tends to be more about the facts, and with 85 percent of smartphone-owning consumers checking their messages every day, brands must still put an emphasis on email strategies in 2013.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.