What’s Happening: The Importance of Email

Although we tend to focus most of our attention on new and innovative ad technologies, VentureBeat reminded us this week not to neglect a technology we use every day but don’t think much about: email.

Email may not be new or innovative, but it is still an extremely effective marketing tool. Email open rates have increased to 31 percent this year, and the prevalence of mobile and tablet usage means that by the end of 2013, approximately 50 percent of people will be predominantly accessing their emails on mobile devices.

Advertisers shouldn’t forget the importance of reaching an audience through email. VentureBeat highlights three email-specific advantages:
• Email is a non-native messaging format that can bring an audience back into a mobile app.
• Email provides marketers with “engagement insurance” because of its permanence (in contrast to push-notifications, which disappear after they’ve been read).
• Email can drive purchases to desktop devices.

As more people turn to their mobile devices to read and check emails, marketers need to fully consider their mobile audience to increase the effectiveness of their overall advertising strategy.

To read more about email’s importance, you can access the full article here.

Here’s what else we’ve been reading at TrialPay this week:
Why Stickiness isn’t Enough: Creating a Game with Enduring Popularity: Plumbee’s CEO, Raf Keustermans, shares his advice on how to create a game that keeps users engaged long-term.
Why Indie Mobile Game Development is No Longer a Worthwhile Commercial Prospect: An opinion piece about some of the less-discussed aspects and difficulties of becoming a mobile app developer.
Europe Only Region With Falling Mobile Revenues Says Report: An analysis of the factors that contributed to Europe being the only region to see mobile revenue decline.

Spotlight On: Inside Social Games
With a laser focus on social games, and Facebook games in particular, Inside Social Games has a wealth of interesting articles summarizing AppData info on trending games and is one of our go-to sites for social gaming news. Inside Social Games is part of the Inside Network, which also includes Inside Mobile Apps and Inside Facebook – all sites worth a look.