Mobile devices and social media will transform email marketing

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Asked what new developments will impact their email marketing programs in the next 12 months, 58% of marketers surveyed in a MarketingSherpa study cited the ubiquity of tablets and smartphones, and 57% pointed to social media. But while companies see changes from the proliferation of these smart devices, they are running into serious problems with integrating their email programs and mobility, with only 21% acknowledging that they have done so. In comparison, 75% said they have successfully integrated mobile and websites, and 56% their social media efforts.

Another example of the problems that companies are having when it comes to integrating mobile and email is that only 42% of marketing managers acknowledged that they were designing their emails to adapt them to mobile devices, and this despite the fact that the number of emails opened on mobile devices is increasing.

Returning to the topic of what new developments are active phone number affecting email programs, the study notes that a significant proportion of companies are also seeing changes in the use of engagement metrics in webmail clients, both in relation to email distribution (40%) and location-based marketing (29%). In contrast, only 1 in 10 respondents believe that gamification of marketing programs will bring changes to their email programs.


The MarketingSherpa report was conducted in December 2012 based on 1,095 interviews with marketing executives and managers.

Constant Contact conducted a study suggesting that SMEs implement marketing strategies that take advantage of multiple existing platforms to generate diverse and greater opportunities for conversion.

According to the study, companies that use Social Media Marketing alongside e-mail marketing have greater benefits in their campaigns, resulting in better conversion rates and therefore a higher return on investment.