- Seamless delivery. Smartphones, desktop computers, tablets ... people use them all. Your message needs to look good and function well on various devices if you want it to resonate with your audience. If an email is difficult to read or doesn't load properly, readers are much more likely to hit "delete."
- Personalization. Data is good thing, but not if you're drowning in it. Big Data is only effective if it is actionable. Marketing automation can help an email program's efficiency by sending targeted email in real time based on customer behavior and events.
- Design. Are your layout and format appealing or just plain stale? While content is of utmost importance, layout and design also play a role in keeping your audience engaged. A design refresh has the potential to give your email marketing program a major upgrade.
- User experience. Take a close look at your audience and consider whether your email marketing program is accommodating their needs; for example, consider if links are in the correct places and if there is a quick way to share the email. Also, make sure all email "asks" are straightforward and can be accomplished with ease.
Jack Neff on 10.30.2014