In yesterday’s post, we saw the growth trends for Apple’s iPad tablet and the penetration rate among internet users. Two of the drivers of the tablet movement are the functionality these devices offer and their go-anywhere portability. New research has been developed showing that iPads are the dominant email tool among device owners.
● Two-thirds send email via their tablet with just under half saying it’s their preferred device to send email
● Over a third of owners say they check email on their device six or more times a day, nearly 66% check it 3 or more times a day
● Six in 10 owners use the iPad for personal email and nearly 40% use it for personal and business email
What Does This Mean To You?
As we saw yesterday, tablets are becoming more prevalent. Today, we see that there are rapidly growing as the platform of choice for email. Email can be a powerful instrument in creating engagement between you and customers. The key to any email program is simple – the customer has to know they will be getting emails from you. An unsolicited email is not a benefit to the customer, it’s actually a nuisance. Quite simply, it’s spam. Do not farm emails from social networks or harvest them from search engines, grow them from a loyalty program.
Step one – Offer a discount or something of value for clients to give you their email address. Make sure that the offer is worthy of getting an email address they actually check – not a burner address.
Step two – Ask them what kind of offers they want to receive. It maybe for certain types of discounts, particular types of products or product lines or time based offers like around holidays.
Step three – If you have a CRM system, note the offers they use. This will help you fine tune the offers and help you deliver only the offers they find valuable.
Email campaigns can be complicated and it’s a good idea to review regulations regarding spam mail. Sending spam can not only annoy your customers, it can also cost you cash. Fines for sending spam are in the neighborhood of $18,000 per email sent. While it’s highly unlikely that you might be prosecuted for sending spam, it is more likely that spam software on mail servers will tag you as a spammer – stopping your message from ever reaching it’s target. For more information on utilizing email for b2b and b2c awareness, please contact:
Source: eMarketer; Perion; Federal Trade Commission