Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Emails are becoming increasingly active, with the use of animation, scrolling, and video more than doubling from 2012 to 2013, according to a recent report from Experian Marketing Services.

The use of animated GIFs, in particular, has spiked significantly, with 74% of marketers saying they have experimented with including them in emails. Other popular active features include responsive mobile design (33% have used), movable ink (27%), video (26%), and horizontal or multi-directional scroll (26%).

Below, additional insights from the 2014 Digital Marketer: Benchmark and Trend Report, which summarizes key findings from previous Experian studies.

Customer Data and Preferences

  • Only 35% of marketers ask customers how often they would like to be emailed.
  • 60% of marketers do not give customers the option to select the types of emails they want to receive.
  • In 2013, 18% more marketers collected the birth date of customers than in 2012, and 16% more collected ZIP Codes.

Platform Trends

  • Half of all unique email opens now occur on a mobile device. Webmail and desktop are tied as the second most popular devices/platforms for opening email, each with 23% of opens.
  • Mobile also leads in click rates (39%), though webmail is close behind (35%).
  • However, the largest number of transactions triggered by email still comes from webmail (48%), followed by desktop (25%).

  • The iPhone is the most commonly used mobile device for email opens and clicks. Android phones are third for opens and transactions, but second for clicks.
  • The iPad garners the most transactions from emails of any mobile device.

About the research: The 2014 Digital Marketer: Benchmark and Trend Report was based on data from previous Experian studies.

Sign up for free to read the full article. Continue reading "Email Design and Platform Trends" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji