Considerations for an Email Communications Strategy

Chapter 5 of Communications Strategy in Email Marketing

As email practices have grown more complex, so too have the things email marketers must consider when developing a strategy. This chapter discusses email frequency, mobile optimisation and other topics.

By Kath Pay

13 minute read

Current email marketing practices come with an increasingly complex list of considerations when planning a strategy. This chapter looks at several of these, covering:

Frequency and timing: A frequency strategy is key to balancing the needs of both the marketer and customer – how can preference centres and other features help with this?
Embedded content: It is now possible to embed live video and other multimedia in emails. How can marketers take advantage of this capability?
Email and mobile: Consumers are now more likely than ever to check their emails using smartphones. How can marketers ensure their email-plus-mobile strategies meet current expectations?