While some have said the sun is due to set on email marketing, by dawn, the sun always rises to another day full of emails. Emails we ask for, emails we perhaps forgot we asked for, and still more emails we are eagerly awaiting from clients, prospects, family, and friends. The game is still on – but the rules have changed and email is not dead.

Email is far from flat-lining. With 94% of Americans – age 12 and older – reportedly preferring email as opposed to the daunting task of self-expression in the confines of 140 characters or less, it seems email is still a vital component in our daily communications, on a personal and professional level. A reported 64% of businesses were actually planning to increase investments in email marketing in 2013.

Email continues to rule due to its:

• Trustworthy nature (we can actively pursue emails from sources we rely upon).
• Ability to be constantly be reinvented and revised to stay relevant.
• Strategic, purpose-driven nature (taking the reader to where you really want them to go via hyperlinks).
• Seamless coordination with other channels.
• Cohesive, well-rounded design that applies to any type of learner, visual or otherwise.

Special delivery.
What has changed drastically, when it comes to email, is in the delivery. The batch and blast method of disseminating information via email is passé and often misdirected. With 77% of consumers reporting they prefer to receive permission-based marketing communications through email, it’s important to remember the key word, “permission-based.” Aimlessly sending emails to audiences, regardless of desire, is sure to be met with dissatisfaction and more than a few bouncebacks and unsubscribes.

Now is the time to truly engage consumers in relevant, cross-channel conversations. With mobile usage on the rise, your business should pay particularly close attention to your website and how it’s presented on mobile platforms. This should also apply to your email marketing. Only 2% of companies have an advanced email marketing strategy, despite the major impact and relevance it has as a primary mode of communication!

Looks can kill.
Email marketing strategy without mobile users in mind may also mean they are not receiving your emails – or if they are, they may not appear in a fashion that is representative of how you’d like your company to look. Looks aside, the simple fact is 89% of consumers will delete an email they receive on their phone if it isn’t designed for mobile users or if the message doesn’t look good on their device. Another 27% will unsubscribe.

Breathe life into your emails.
How can you make sure your emails are appropriate for mobile users? Follow these simple guidelines:

• Keep the design simple. Too many images may overwhelm the user.
• State your message quickly and clearly. Make your point and move on.
• Make it easy for users to unsubscribe if they so desire.

Does your company have an advanced email marketing strategy? How has your strategy evolved? We’d like to hear from you.