Mailings that are interesting for readers are a challenge for marketers. Readers are inattentive and are constantly focusing on new things. What is relevant for them also depends on their individual situation. Responsive design and agile building blocks for relevant email marketing take both into account. They react to the circumstances in real time and are therefore the biggest trends in dialogue marketing – B2B companies can also benefit from them.
According to a study by Ascend2, the creation of relevant content is the top priority for 80 percent of marketing managers. At the same time, the majority see this as the biggest challenge. The readers are to blame, as their attention is divided between many building blocks for relevant things at once. Sometimes they are on their way to a meeting, sometimes they receive the newsletter on the way to the customer, and sometimes they miss mailings while on vacation. How can you even reach these fickle recipients?
Fact and hurdle: Mobility is increasing
If marketing managers take into account the bc data indonesia megatrends that are currently changing our society . They can attract readers’ attention again. One of the major factors influencing B2B communication is the increasing mobility of the recipients. As a study by Bitkom in 2013 shows, 79 percent of all employees use mobile devices, i.e . Notebooks, tablets, smartphones or cell phones, for their daily work. 67 percent of all employees work with a cell phone or smartphone . Either provided by their employer or purchased privately. This means that a newsletter today has to be optimally received on a variety of devices and surfaces in order to convey its message.
Shine with Responsive Design
Responsive email design (REMD) is the solution: One and the same mailing adapts flexibly, looks good on practically every screen and is pleasant to read. This is due to the media queries embedded in the HTML code. The CSS3 commands query the delivery that works quickly is characteristics of the end device and adapt the display of the newsletter accordingly. The simple building blocks for relevant lines of code convert multi-column mailings into a single-column layout or adjust the image size and links. A link is thus turned into a thumb-sized button that the recipient sees more quickly and can use more easily. This has great advantages for the sender: The newsletter optimized in this way is read and gives the recipient the feeling that the sender is professional and up to date with the latest technology.
Dynamic content makes the difference
Another problem is the recipients’ reception behavior. They rarely devote their full attention to a newsletter. The mailing therefore has only one option: it has to adapt. And in real time. This is made possible by so-called agile mailings, which use dynamic content in the background. This real-time content is updated each time it is opened and business to consumer reviews thus provides the recipient with relevant information. Thanks to the data stored on the server, store building blocks for relevant recommendations, countdowns or photos, for example, change. Countdowns thus provide up-to-date information on how many products are still available or how long a sales promotion will last. This increases the acceptance of the newsletter and the response rate.
