With all the buzz about the Internet of Things, and other innovations, marketers can easily overlook the vital role of stalwart strategies such as email marketing. Email subscribers represent a reliable, reachable audience.
But in fact consumers have already adopted email as an essential activity in the one device central to IoT campaigns—smartphones. eMarketer noted that mobile-only viewership of email rose 64% back in 2013. Email subscriber opt-in, therefore, is a bridge between the initial contact with a customer and deploying a strategy with mobile as a core starting point. It is why many companies consider email campaigns a key element in a multichannel campaign.
So what steps should marketers take to ensure that email campaigns fit with an IoT environment?
1. Use advanced analytics tag protocols
2. Establish the basic email metrics
3. Label Links with Programmatic Activity In Mind
4. Get Hooked to Webhooks