A change in thinking may be required by email marketing professionals, as new figures outline how more than half of emails sent by brands to consumers will soon be opened on a mobile device.
That's according to the latest Mobile Email Opens Report from data management firm Knotice, cited by warc.com, which studied the rate of email opens occurring on mobile devices in the US.
While 27 per cent of emails were opened on a smartphone or tablet in the second half of 2011, this figure increases to 41 per cent a year later, with this figure expected to reach 50 per cent by the end of 2013.
Monitoring email marketing metrics is one of the most effective ways to measure the success of a campaign but some of this data is more valuable than others.
That's the advice handed out by email marketing expert Megan Webb-Morgan, writing for resourcenation.com, who believes it is important to understand which data matters and which doesn't.
Email marketers need to pay attention to the click-through rate, the conversion rate and the 'used in conjunction', writes Webb-Morgan.
Online marketers need to ensure they are doing everything they can to reach prospects and customers, but there are a number of points that could hinder rather than help a campaign.
The Young Entrepreneur Council (YEC), writing for business2community.com, has compiled a list of potential pitfalls that marketers should be avoiding if they want their campaigns to be successful.