“With the continued cross-device behavior from email subscribers, more than ever marketers need to leverage data to reach consumers on their preferred device, with precise timing and a creative message that is optimized for the channel they are interacting in at the time,” shared Judy Loschen, Senior Vice President, Digital Analytics at Epsilon. “To make emails more relevant for consumers, marketers need to focus integrating mobile, social, digital media and email channels to create connected experiences that drives results.”
Email open rates continue to rise with business as usual (BAU) emails reporting open rates of 35.6% in Q2 2016, higher than any other quarter in a two-year period (Q2 2014 – Q2 2016), according to Epsilon's Q2 2016 North America Email Trends and Benchmarks results.
Marketers are constantly trying to figure out how to adjust their email programs to accommodate for new trends and engage consumers. Mobile has dominated that conversation for some time, but as mobile usage flattens the conversation is shifting to what’s next for email marketers.