But 2018 produced important email developments that affect online retailers. I’ll address those developments in this post. Mobile Engagement While open rates on mobile devices have plateaued over the last two years, mobile click-through rates increased in 2018. Recipients are more comfortable performing complex web interactions entirely on their phones. Desktop computers still account for most clicks for most brands. Roughly five years ago, Gmail revolutionized email marketing by creating the Promotions tab, which automatically filtered marketing messages into a separate folder, away from the inbox. More recently, Gmail updated the Promotions tab to give more prominent placement to companies that provide value to their email subscribers. Also, Gmail frequently changes its algorithms to understand if an email message is cleared for the Promotions tab. To help ensure your email reaches the inbox, keep these tips in mind: Segment your list by frequent versus non-frequent openers. Make sure subject lines are accurate and not misleading.
The power of email marketing has endured over the years with few major changes. But 2018 produced important email developments that affect online retailers. I’ll address those developments in this post.
Mobile Engagement
While open rates on mobile devices have plateaued over the last two years, mobile click-through rates increased in 2018. Recipients are more comfortable performing complex web interactions entirely on their phones. Moreover, marketers are getting better at designing emails and web experiences that are actionable on mobile from start to finish.
Desktop computers still account for most clicks for most brands. In general, however, consumers still check email on their phone and then go to their desktop to perform in-depth actions, such as purchasing a product.
Source: Yesmail.
Gmail
Gmail is easily the most popular email provider in 2018.
Recently Gmail announced that it had reached 1.5 billion users. Roughly one-third of all email addresses will have a Gmail.com domain. Thus it’s imperative for marketers to monitor changes that Gmail makes to its platform.
Roughly five years ago, Gmail revolutionized email marketing by creating the Promotions tab, which automatically filtered marketing messages into a separate folder, away from the inbox. This severely impacted the revenue and traffic for many ecommerce email programs.
More recently, Gmail updated the Promotions tab to give more prominent placement to companies that provide value to their email…
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