How to adapt your email marketing to the modern market

Advertisers must adapt their email marketing content if they want to appeal to the modern consumer, an advertising expert has claimed.

Writing for Business 2 Community, contributor Barb Cote highlighted how the lay of land has changed and other communication channels are sneaking up on email marketing solutions like "aliens".

In order to continue to appeal to them via email, marketers must make sure that people can read messages on whichever device they choose to use, whether it is a conventional computer or a smartphone. This should be taken into account when considering the format of an email.

In her view, the relevance of the content is also pivotal. She said: "Remember, when you give clients valuable content, they eventually respond by giving you their business and loyalty. Email is a perfect opportunity to communicate without selling, but by providing useful information they can rely on you to deliver."

Econsultancy US recently conducted a survey to gauge the state of the email marketing industry and found that 60 per cent of agencies reported that the majority of their email clients are upping their usage in the coming year.

Commenting on the 'Email in Action' poll, the website's editorial director Heather Taylor agreed that email is still hugely relevant, but suggested one of the most important "takeaways" from the study relates to consumer behaviour.

She explained that people are changing the way they use the internet and brands need to respond to these movements.