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Mobile Marketing for Email: The Do’s and Don’ts

Did you know that approximately half of all emails are opened on mobile devices?GL Mobile media photo

This is a compelling statistic that motivates marketers to implement effective mobile email strategies. Because nearly 70 percent of emails not optimized for mobile are deleted, brands must seriously consider mobile compatibility to succeed in the coming years.

Consider some of the latest mobile trends:

Smartphones are becoming the norm.

Currently, 1 in 5 people around the world have smartphones. In the United States, however, 58 percent of adults own smartphones and use them on a daily basis. Increased smartphone usage is continuing to redefine the way consumers approach the web and interact with brands.

162 minutes.

Did you know that the average American uses his or her smartphone for 162 minutes every day!  To put this into perspective, Olympians can run a full marathon in as little as 125 minutes. In other words, optimizing for mobile users can no longer be ignored.

Mobile marketing for email is trickier than it sounds, however, especially because the industry standards evolve every few months. By keeping these suggestions in mind, your brand will successfully cultivate a strong mobile presence.

Do:

Keep track of big data.

Analytics aren’t exclusive to the web. It’s vital for businesses to track how many clicks come from mobile marketing. Figuring out what percentage of recipients engage with your brand via mobile or desktop is critical to determining where to place your priorities.

Include social media buttons. The goal of any email marketing campaign should be to drive action. Do you want recipients to visit your website, view a product, or visit your blog? To accomplish your goal, it is imperative to increase the number of opportunities you have to engage with users. By including social media buttons, your brand can connect with consumers where they’re already spending their time – on social platforms!

Integrate your blog.

If you invest in content marketing, you know how important it is to encourage blog subscriptions. Conveniently enough, the easiest way to do this is to encourage email subscriptions. Since RSS feeds aren’t as popular as they used to be, it’s more effective to promote your email opt-in. By building up your blog email subscription, you simplify the critical process of nurturing your leads.

Keep it light.

One of the things most brands forget about mobile marketing is that it should be mobile – or “light” enough to read on the go. Though mobile internet speeds are improving, consumers still have flightier habits on mobile devices than desktops. If your marketing emails are large or take too long to load, chances are consumers will exit without having read the message.

Don’t:

Forget to test.

A/B testing is just as critical in mobile marketing as it is in other digital marketing areas. Whether it’s design aesthetics or subject lines, it’s crucial to determine what strategies work best for your mobile audience.

Ignore design.

Just because flat design is dominating the mobile-sphere right now, it doesn’t mean that visual design isn’t important. Rather, you’re mobile marketing must be visually clean and appealing.

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