Once the cutting edge marketing tool, email marketing was pushed aside by many for newer and hipper social channels. Now with so many, in Australia the majority, using smartphones email messages offer the opportunity to remind subscribers of a brand on a regular basis. Smartphones have increased the accessibility of email giving organisations the opportunity to entice recipients with special offers or content delivered direct to the palm of their hand.

Developments in email systems, like Gmail’s filtering which automatically groups messages into tabs labelled promotions and social, mean marketers need to be savvier to ensure their email newsletters stand out. Grouped alongside other providers jostling for attention, the email from address and subject line need to represent value to the recipient. The key to gaining that crucial open a tantalizing subject line backed by consistent valuable content that a subscriber will come to expect and rely on.

What success have you experienced with email campaigns?