The era of email is not over … it’s a question of understanding and taking advantage of the rapidly evolving landscape. When it comes to web-based email, in particular, here are four key points to remember:
Integration: Email remains one of the most popular activities on the web, reaching more than 70% of the U.S online population each month, according to a recent STUDY by comScore. The web-based email channel is still an important part of the media mix, and targeted, permission-based email remains one of the best ways to reach existing and potential customers.
Engagement: Web-based email remains engaging. When email is read online, it still receives more attention and exposure than others.
Segmentation: A tremendous amount of data is available to advertisers to help define the target audience. Targeted messages will still be effective in the web-based environment. Important to consider: campaigns targeting a younger audience can benefit from further segmentation to designs compatible with a mobile email format.
Continuity: People don’t change email addresses often. So, campaigns that necessitate frequent messaging can be assured that the same audience will receive them.
