New data points to the growing effectiveness of email as a marketing platform thanks to the mobile revolution. Almost 70% of respondents said they see an email on a mobile device before they see it on a desktop. More than half the respondents also said they would be willing to purchase a product they first received notice of in an email they read on their mobile device. 37% of the people also said they share well-crafted emails on social networks.
Email has always been effective as a marketing tool, but the mobile explosion makes it even more effective for the social media agency. Many people will peruse an email when they are not near a desktop or not near a desktop they can check personal email accounts on. Brands need to make sure, however, that the emails are well-written and formatted correctly for display on a mobile device. Emails that do not display correctly are almost immediately deleted and the content of it is lost. Emails need to also be pertinent to the request made when the user granted permission to receive emails. The consequence of violating this principle is, again, deletion and possibly angering the customer.
It may also be possible for the agency to craft an email that rewards a user for sharing over a social network. Emails are a great way to capture customers, but they can also be an effective method of capturing that customer’s social net and going viral. The social media agency needs to reconsider the importance of emails, especially since they are likely to be read on a mobile device.