This week at Purpol Marketing has been full of varied tasks. In doing this, I have been able to reflect on just how far I’ve come. By organising our award entries and infographics amongst other things, I have been able to see how much I have learned in such a short space of time. Not only has my confidence grown with each task, but my overall competency in marketing activities is starting to come together.
In practicing what we preach about being a student in your field, I read an interesting EBook this week in relation to email marketing so that Purpol can optimise its use. From this I become aware of two new trends in email marketing- video content and mobile surfing. This orchestrates how much consumer’s change, and the importance of always researching your market space. Without spotting these trends our marketing efforts could become stagnant.
These development are shaping how our subscribers interact with email, with emails being opened on mobile devices growing more than 400% since 2011 and video usage in emails leading to up to a 200-300% increase in click through!
With email marketing being one of our biggest marketing tools, we will need to look at meeting these new preferences. An obvious way to do this is to look at marketing content that is adaptable for mobile users and creating new viewing experiences for all types of devices. This served as a reminder that we are now marketing to a multi screen population and with this highlighted we will look to be responsive to this moving forward.
Another key point was the power of a good preview message as this is used by people to screen what emails to open. But, ultimately, your email marketing success will be determined by 3 factors:
- The quality of the message.
- The degree to which you understand your audience.
- Your ability to engage with subscribers.
We ourselves are in the process of releasing our own EBook regarding marketing strategy, brand management and bid management over the next few weeks, showing just how keen we are at Purpol to trial new things and stay current!
I now have 3 weeks left at Purpol Marketing and hope to cram as much activity into these weeks as I can! I hope to stock up our social media accounts with plenty of content and infographics ready for my departure!