DMA Board of Directors member Jay Schwedelson, President & CEO of Worldata presented on what is working in email and digital marketing. Jay is in a good position to know, as his company transmits one billion email messages annually along with 20,000 multi channel campaigns for customers each year.
Follow Jay via @worldata, and here are some highlights:
– Email is mobile messaging. 48% of primary email opens occur on a device.
– The age of the finger. Typical adult fingers cover 45 pixels on a mobile screen. Jay recommends having 15+ pixels of white space around every link.
– In Page Analytics from Google is a great tool for understanding the page “fold” and what content is accessible and visible to different users.
– Email messages that do not use ALT tags for relevant information take a 14% hit on response rates. Wow – that is an amazing opporutnity for boosting response with a simple additoin to your HTML.
Want more? Chief Marketer magazine did a nice write up of the session with more facts and ideas.
Thanks, Jay (@worldata), for a great and popular session!
-Stephanie Miller, VP, Member Services, The DMA