THE MAIN SUCCESS FACTORS FOR RETAIL EMAIL MARKETING?
There is only one thing that I got wrong. It was back when I switched from web design to email design, I really believed in power of creative. I thought email marketing creative will improve email performance. It does, but it is only short-term solution and you will notice that all performance stars will go back to normal after 3-5 weeks from redesigning your email.
I realized how wrong I was as soon as I started using dynamic content – nothing works better than relevant content. If you don’t believe me, check out e Bay’s or Amazon’s emails. These guys don’t pay too much attention to email creative, but they mastered use of their data. I used to get excited when I saw emails marketing like with images switched off, but now I don’t think there is a real benefit of allocating that much resource to produce so complex emails, especially when you want these email to be rendered on mobile. A good balance between text and images is enough.