eROI Days Email Agency

Email Service Providers (ESPs) will specialize in optimizing the content rendering on mobile devices. You’ve received email newsletters on your Blackberry that have image links and website links that are 4-5 lines long per link. It’s a usability nightmare to attempt to read a long newsletter with a complex layout. The Email Experience Council ran a poll in May’07 where they found that 61% online marketers thought email should be optimized for mobile devices, yet less than 5% of ESPs offered it. ESPs will adapt and fill this customer need in ’08.

Email Brand ROI. Email Marketers will standardize a formula that most everyone can agree on for putting a hard figure on the benefit of email marketing to your brand (perhaps the Email Experience Council will drive this, or we will highlight it in the online marketing world). Email is an often under-valued medium because of its ubiquity and ease of use, but it is also the backbone of online communication.

From a branding perspective, customers and prospects often get more “brand touchpoints” through email than any other medium (examples include monthly newsletters, resource downloads, quarterly events, webinars, monthly blog posting summary emails, etc). If your brand comes across as unprofessional or irrelevant in those emails, you are not only missing a huge opportunity to convert more prospects to customers but you’ll damage the long-term trust in your brand.