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Email in multichannel strategy – Anne-Sophie Mullier, CEO of Cabestan
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“It is important to improve the e-commerce strategy of those physical stores”
2. Adapting email marketing to mobile . Presentation of the Tous case study – Jordi Puig, founder of Digital ResponseIMG-20151103-WA0002
“More than 54% of email openings are done on the mobile channel”
3. First steps towards big data . Leveraging small data to make decisions – David Olivares, CEO of MDirector
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“Email Marketing is still King”
4. How to build customer loyalty by sending them emails without annoying them – Jean-Baptista Boubault, general manager of SplioIMG_20151103_125558
“39% of advertisers consider email marketing to be the main sales generator”
“The investment made in Email Marketing represents less than 10% of the total Marketing budget”
It is worth noting that the Multi-Device Future has had united arab emirates business email list great relevance in this presentation . According to the study, in 2015 the main device that accesses the Internet the most is the smartphone. The reasons are the following:
High user penetration
Device with the highest opening rate
A large number of people use it to check their email.
IMG_20151103_125630In relation to this result, Jordi Puig, founder of Digital Response, has highlighted the importance of converting email to the mobile channel: responsive design. Due to the rise of mobile email marketing, it must be adapted to the new circumstances to offer the user a satisfactory browsing experience. According to the A/B test Responsive email vs non-responsive email already discussed in previous publications, user interactions in responsive emails were greater than in non-responsive emails. In fact, the results show that responsive design increased the click to open rate by 16% compared to non-adapted emails.
The very growth of this channel shows the lack of resources that many Spanish companies have to carry it out efficiently. According to the study, the majority of the companies surveyed claim to manage email marketing internally, while at the same time acknowledging that they do not have the necessary resources to do it properly. There are several elements that are left aside in internal management that make it not sufficiently effective. For example, 51% of the companies surveyed do not carry out any testing prior to launching a campaign , which makes it difficult to know what impact it will have on users. Experts recommend doing this practice, as they believe that the results obtained from the campaign will largely depend on it. In addition, the level of expertise of email marketing professionals, declared in the study, is elementary , so the level of professionalism required cannot be expected from these campaigns. In short, more and more professionals consider it essential to adapt email to new marketing strategies and, in addition, to the new devices and needs that predominate today. But without a doubt, this adaptability must be carried out by professionals and experts in the sector, to enhance and squeeze as necessary a channel with as much potential as email marketing.
