eBook Page 5

eBook Page 5

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22virtualROI MARKETING CHALLENGES SOLVED and 74 even do so while queuing. According to Nokia more people are now reading emails on their phone than on their PCs and in a typical day 84 of mobile users check email at home 80 do so at any point in time and 74 even do so while queuing. This completely changes the way you need to think about response and follow up. If previously it might have been prudent to wait a couple of days before your follow-up activity in todays always-on digital environment you might find your audience do not remember your first message if you delay too long. Similarly you need to have your campaign fulfillment materials and mechanisms ready from the word go since your audience may be demanding a response within seconds of your mailer going out. Furthermore given the rapid-fire nature of todays online conversations you would be advised to have a good idea beforehand of how you want to direct the interactions with your clients and prospects alike. Email worked more quickly than snail mail but you could still count on a few hours delay before getting a response. The transition to a mobile connected society has changed that however. 80 do so at any point in time 84 of mobile users check email at home