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Email strategies must recognise users are now constantly moving between devices

Consumers now expect a consistent experience across every device – whether they happen to be using a PC, mobile or tablet. So what can businesses do to improve the customer journey that is gradually blurring between devices? Since Apple launched the iPhone in 2007, smartphones have saturated our society with as much as two thirds of UK’s population owning one according to Ofcom[1]. Even before we have stumbled out of bed in the morning, we are likely to have checked our mobile to catch up on the news, read emails, get the weather forecast and browse social media channels. In fact, the average smartphone user carries out over 200 tasks a day on their mobile, compared to just 140 on a desktop or laptop.[2] Even web browsing, traditionally a desktop or laptop task, is now a smartphone-centric pastime…

New survey reveals email marketing top for ROI, but still much potential for improvement

Shocking news in the latest Econsultancy/Adestra Email Marketing Industry Census: 68% of respondents rated email's ROI as excellent or good (the top result). OK, not a shock. However, despite the continuing strong results from email, the report suggests there is still much potential for improvement. The related infographic is below, and one area definitely in need of more focus is mobile email. When I state the mobile email needs more focus, I don't just mean mobile email design, but mobile email as a whole. So what needs optimising? Ignoring measurement issues for the moment, around half of mails are recorded as opened on a mobile device. This is the obligatory stat to remind us that mobile is not the future, but the present (almost one billion smartphones were sold…