Exploring the Benefits of Real-Time Email: Driving Marketing Effectiveness

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Written by David Daniels Live Email, Live-Clicker, Big Data, Real Time Segmentation, Context Marketing, Mobile Overall 73 percent of consumers utilize their mobile phone to access one or more email accounts, making it crucial for marketers to ensure that email messages render properly on mobile phones.  Utilizing device detection, a marketer can actually serve different images, not just resize them, creating a powerful mobile-optimized experience. The rise in the adoption of mobile devices presents significant opportunities for marketers to leverage real-time email marketing because real-time capabilities allow marketers to keep content fresh within emails without requiring the sending of additional messages.  Marketers that leverage existing customer data and pair it with context in a real-time manner will increase the accuracy and relevancy of their offer. 

    The Real-Time Email Value Ladder is a guide to getting started with Real-Time Email.  The Ladder progresses from the easiest things to implement to some of the more involved tactics, such as those that require leveraging data from disparate sources. For example, utilizing countdown timers and live social feeds has shown a fifteen percent to near seventy percent increase in click-through rates when comparing emails that included a countdown timer to those that did not include one. This paper provides examples and a guide on how to implement real-time email.

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