As the number of email users increases, globally, and as the open rates across platforms - but especially in the mobile space - rise, the time for marketers to fully implement email targeting and personalisation strategies is now. Content rules the email marketer's approach. Within this drive for more and better technology to make emails useful to consumers in real time, every time they open a message (or re-open one), success in the email marketing space is dependent upon the quality of the content. If travel brands create compelling content, subscribers want that narrative in their inboxes. It has to find them, however, in just the right way. Optimisation across different device types now goes hand-in-hand with content, and travel brands must align their emails (and landing pages) with the different sizes and shapes of the screens their recipients use. Click here to read the full report.
Via Tourism Australia
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