Doing Mobile Email the Right Way
November 27, 2012
Timing and channel have always been critical pieces to the marketing puzzle. By reaching customers through the right communication avenue at the perfect time, you can greatly improve your chances of converting leads and prospects into paying customers.
Mobile has increasingly become a prominent part of consumers’ media consumption. With web-enabled mobile devices on their person 24 hours a day, seven days a week, smartphones play a crucial role in the timing aspect of effective marketing campaigns. At the same time, you also need to modify promotional campaigns to take advantage of these platforms.
Take email, for example. More consumers are checking their emails from their smartphones than ever before. However, the dimensions of mobile screens are different than those of traditional computers – that means a long headline might be truncated on a smartphone or tablet. Additionally, mobile web connections could impact load speed. An email made for one medium doesn’t always translate directly into the other, and as you design your email marketing initiatives, you need to keep that in mind.
Designing a Mobile Email Campaign
Creating an email effort with mobile devices in mind isn’t difficult, it just requires you to take a different train of thought. With mobile email, one of the most important considerations is the reader’s time. Someone on a computer might have the time to read a long email newsletter. Smartphones, on the other hand, are used to check inboxes while on the go. That means emails need to be quickly readable – recipients could be driving a car, shopping or doing any other activity when they see your message.
There are three general strategies you can use to make your emails better for mobile customers. First, define the call to action. Consumers need to know what an email is trying to get them to do, and they may not have time to read every piece of information. Second, give links a prominent place. By including links at the top of mobile emails, you won’t have to worry about losing them to clutter. Finally, be cautious with image use.
Like any other marketing effort, you should always use analytics to determine how your mobile email campaigns are performing. Keep experimenting with your mobile emails until you are able to achieve the optimal results.