The Pure360 weekly email and digital roundup Published October 9, 2015 It can be tricky to keep an eye on what’s happening in the fast-paced world of email and digital marketing, so to save you time, we’ve provided you with a quick round-up of the latest and greatest digital developments of the week that we think will be useful to power your campaigns and future planning. We’re nice like that. Let your customers be your guide Using your emails to gather customer intelligence by including simple, binary input data helps determine your customers likes and dislikes. Think of companies like TripAdvisor, who incorporate a simple Yes/No option to their emails. Might not seem like much, but it allows their audience to share their opinions, giving invaluable information to guide and improve subsequent campaigns. Generate some buzz The Litmus Blog generated quite a stir when they embedded a live Twitter feed into an email campaign, which might just be the next big thing in email and social integration. Speaking of social media, think of Vine, Instagram and Snapchat. Generation Y are single-handedly responsible for the exponential growth of short form videos as an information-sharing strategy. These short videos are a great way for you to get your message across in just a few seconds, why not use link to these vines in your emails to drive better results with this audience that are usually not engaged through the email channel? When it comes to mobile, simplicity is best This report from Marketing Sherpa has found that for the first time ever, data has shown that mobile opens (50.12%) have overtaken desktop opens (32.97%), and the same goes for purchases! Does your email make it easy for your readers to make a purchase? If not, why not? Data is key It’s of no surprise that data is key to improving marketing results, so shouldn’t we be using this data to good effect? What do your campaign insights tell you about your customers? What filters can you apply to your campaigns to create a more meaningful inbox? Don’t panic over finding the answers to these questions- the data will tell you what to do. Email ROI continues to rise According to the Direct Marketing Association, there is an average ROI of £25 for every £1 invested in email marketing, which is up from £21.5 per £1 in 2012. It’s never been more important to have an impact on your customer’s inbox, and we’re here to help you do that. Until next week! Komal Komal Helyer Head of Marketing Stay in the digital loop: Follow Komal on Twitter p.s. – Don’t forget to download our recent guide to the Maturity Model. Discover your email effectiveness and together we can make the steps to improve.