Email has a long, long, looooong way to go to become a real advertising medium. Could you imagine all the weird email mistakes showing up on a billboard or TV ad?
This email I received is like so many: poor targeting, poor strategy and poor proofreading. Optimization is key across the board for all industry segments. The U.S. average open rate is around 31% and the click rate is 4%. These numbers are strong and fairly stable across different business categories. So the medium is capable of delivering strong success rates. You just can’t ignore the elephant in the room when you talk email: who are we sending to and do we have a valid email address?
Once you have a vetted list, your emails need to be optimized beyond content, because we are finding nearly half of all emails are opened in smartphones and tablets, yet few are optimized for the smaller screen size. According to Litmus, desktop accounts for 22% of email opens, Web mail 30% and mobile 48%.
Make sure your email renders on mobile, but also make sure your emails render for a human. Happy Halloween.