The mobile inbox, email deliverability, and closed-loop reporting were all big focuses of the Salesforce Dreamforce conference in 2013.

Intermediate/ Digest...

1. You should care about the mobile inbox

It may not come as much of a surprise, but almost 50% of all email opens are now happening on mobile devices. Yet I am still seeing emails that are not optimized for viewing on a phone. Always test your email on a mobile device prior to sending. Most online mobile phone simulators are not 100% accurate, so be sure to test using the real thing.

 

2. Email deliverability is up to you

I mentioned this in a previous blog post, but it was a huge theme at Dreamforce - if you want your emails to be delivered to the inboxes of your recipients (rather than their spam folders), you need to be producing emails that are engaging.

 

3. Prove it's working

With the ability to fully integrate websites, marketing automation platforms, and CRM systems, closed-loop reporting is now more achievable than ever. You can trace the new business you win all the way back to the lead source and the specific campaigns that influenced the new customer. These systems come at a cost, but the reporting you get will enable to to see the return on that investment.

 

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