We are living in an era of disruption and innovation. Though these phrases sound abstract, organizations need to make solid plans for innovation and construct an environment where creative ideas can thrive. This is especially important when trying to inspire teams to innovate around tried and true marketing channels like email. How can email marketers cultivate an environment that fosters more imaginative testing? Consider these tips:
Email generates more than 25% of a brand's revenue according to research from The Relevancy Group.The targeted personalization and timeliness that’s possible through the channel encourages consumers to interact with brands. And email marketers continue to use new and different ways to engage subscribers in the inbox. Live (or adaptive content) and animation have proven results in driving action. According to Litmus, the use of animation in email yields up to a 26% lift in engagement.