The multitude of communication methods introduced by smartphones and tablets have revolutionized how we view digital media.

Email is no exception.

The dynamics of email communication has evolved into a marketing option that can best match responses from consumers on-the-go.

Direct Connection

Consumers and marketers have traditionally treated email as a delivery system, a means to send message electronically.

Marketers particularly like email because the messages in them represent a connection between brand and direct sales. In some instances, such as attached coupons, emails connect online and offline behavior.

But mobile access to email has changed the dynamics behind those connections.

The intended actions can occur swiftly and from various locations. In 2014, eMarketer reported that checking email was the top mobile activity on smartphones and tablets. That trend hasn’t changed, according to a separate report in August of this year.

Plus, mobile devices are now integral to most sales funnels and purchase decisions.

Industry experts once thought that the purchase decisions centered on quick purchases or spur-of-the-moment consumption, such as finding someplace local to eat.

Recent research is suggesting that mobile influences more complex purchases such as purchasing a new vehicle.

Mobile Influences

This widened mobile influence has opened sales consideration in email for products that traditionally required other media to influence a sale.

Email readers can view the message at their convenience, then contemplate the value of the information to their purchase decision.

This makes email an essential touchpoint for products and services that require extensive research prior to purchase, such as a house or car.

The new dynamics of email access has also raised interest in incorporating programmatic into email delivery. Programmatic introduces email delivery according to customer actions online.

Enter Programmatic

The benefit of programmatic is to create more personalized emails that encourage actions from customers after they have entered the sale funnel.

The use of email during an e-commerce exchange is an excellent example.

Purchase reminder emails can increase conversions by addressing consumer need.

This reduces cart abandonment and encourages return of sale. eMarketer notes that email notifications about abandoned carts have a 40.5 percent open rate, twice the rate of other typical email rates.

This suggest that shoppers had buying intent all along, that they can be encouraged to complete a purchase with a push message.

It is this push aspect that reflects the usage evolution of email. Instead of being a message received like mail, it is delivered as instantaneously as an instant message.

Hook 'Em

So with this steady trend becoming the standard, how can marketers take advantage?

Understanding how webhooks work within email is one answer. Webhooks are a short line of code that developers configure the callbacks so that events on one site invoke an email to be sent with media based on those events.

Appreciating the functionality can inspire programmatic email delivery that strengthens the customer experience. Installation details are typically available through an email service provider’s developer pages online.

Implementation of email analytics is similar to most email campaign planning.

Tagging links within an email are certainly essential (for more on this, check out this CMS Wire post on UTM tags).

There may also be content advantages, in which content in email is selected and delivered based on customer browsing behavior online. This CMS Wire post covers the basics of launching an email campaign.

Reimagining email campaigns in a more programmatic and dynamic fashion can be the fastest way to make the consumer experience more meaningful to customers and marketers alike.