Taking Your Email Marketing Mobile… What’s Next?

Taking Your Email Marketing Mobile… What’s Next?

people sitting using mobile email

Do you catch yourself relying on your trusty smartphone more than ever: for example, reading email, relying on GPS instead of your car’s navigation system, and using your mobile calendar instead of Outlook to book meetings? You’re not alone – a growing number of people are using their beloved smartphones for just about everything.

Here’s a look at some of the most compelling statistics revealed in the Smartphone Ownership 2013 report by Pew Research Center:

  • 56% of American adults now own a smartphone; 91% of the adult population now owns some kind of cell phone
  • 67% of people find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating
  • 29% describe their phone as “something they can’t imagine living without”

When it comes to mobile use for email marketing, the statistics are just as positive. Specifically, as revealed in Litmus Labs' monthly email market share statistics, mobile open rates have increased from 10% in 2011 to 43% in 2013, representing a 330% increase in just two years. Moreover, desktop clients have seen a 44% decrease while webmail share has dwindled to about 22%. So, if your marketing strategy is ready to be revitalized with a focus on mobile, here are a few things to consider:

Craft a Witty Subject Line: If you’re hoping that consumers will open your email from their mobile devices, then your subject line has to be compelling, since it’s competing against real-time SMS messages, applications, and various gaming platforms. Think about what would pique your interest and be wary about being overly wordy and ending up in the dreaded “spam” folder.

Keep the Text Short: There’s nothing worse than having to continually scroll on your smartphone. Moreover, there’s something very daunting about opening an email or webpage that is flooded with text. Keep in mind that just because your email marketing message appears short on the big screen does not mean it will look as digestible on the small mobile device. Therefore, before mass blasting, send the message to yourself and a few internal team members to get a feel for how it will be displayed.

Think Multiple Platforms: Do you have a killer graphic to accompany your latest message? What about a video that automatically plays upon engagement? Have you tested it across both Android and Apple devices? Don’t assume that your users prefer one operating system over the other and instead choose to optimize your messages for both. This means making sure that your emails do not yield “error” messages and checking that alignments and graphics work seamlessly no matter the device.

Respect the Tap: If your target audience opens your message on the desktop, they can click on as many links as are supplied. But in the world of mobile, clicking is replaced with tapping and swiping, meaning messages need to be optimized for touch-screen capabilities. This means not saturating your messages with an abundance of links, and keeping buttons big enough for easy tapping. (It also means losing phrases like “click here to learn more” as they are most likely tapping).

Be Careful with Visuals: A picture that looks great on the desktop can often appear scrunched or pixilated across the mobile device. As a result, stick to a single-column layout and optimize your design and graphics for mobile consumption. Keep the photos simple but compelling and always remember that size is incredibly important.

people sitting using mobile email

Do you catch yourself relying on your trusty smartphone more than ever: for example, reading email, relying on GPS instead of your car’s navigation system, and using your mobile calendar instead of Outlook to book meetings? You’re not alone – a growing number of people are using their beloved smartphones for just about everything.

Here’s a look at some of the most compelling statistics revealed in the Smartphone Ownership 2013 report by Pew Research Center:

  • 56% of American adults now own a smartphone; 91% of the adult population now owns some kind of cell phone
  • 67% of people find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating
  • 29% describe their phone as “something they can’t imagine living without”

When it comes to mobile use for email marketing, the statistics are just as positive. Specifically, as revealed in Litmus Labs' monthly email market share statistics, mobile open rates have increased from 10% in 2011 to 43% in 2013, representing a 330% increase in just two years. Moreover, desktop clients have seen a 44% decrease while webmail share has dwindled to about 22%. So, if your marketing strategy is ready to be revitalized with a focus on mobile, here are a few things to consider:

Craft a Witty Subject Line: If you’re hoping that consumers will open your email from their mobile devices, then your subject line has to be compelling, since it’s competing against real-time SMS messages, applications, and various gaming platforms. Think about what would pique your interest and be wary about being overly wordy and ending up in the dreaded “spam” folder.

Keep the Text Short: There’s nothing worse than having to continually scroll on your smartphone. Moreover, there’s something very daunting about opening an email or webpage that is flooded with text. Keep in mind that just because your email marketing message appears short on the big screen does not mean it will look as digestible on the small mobile device. Therefore, before mass blasting, send the message to yourself and a few internal team members to get a feel for how it will be displayed.

Think Multiple Platforms: Do you have a killer graphic to accompany your latest message? What about a video that automatically plays upon engagement? Have you tested it across both Android and Apple devices? Don’t assume that your users prefer one operating system over the other and instead choose to optimize your messages for both. This means making sure that your emails do not yield “error” messages and checking that alignments and graphics work seamlessly no matter the device.

Respect the Tap: If your target audience opens your message on the desktop, they can click on as many links as are supplied. But in the world of mobile, clicking is replaced with tapping and swiping, meaning messages need to be optimized for touch-screen capabilities. This means not saturating your messages with an abundance of links, and keeping buttons big enough for easy tapping. (It also means losing phrases like “click here to learn more” as they are most likely tapping).

Be Careful with Visuals: A picture that looks great on the desktop can often appear scrunched or pixilated across the mobile device. As a result, stick to a single-column layout and optimize your design and graphics for mobile consumption. Keep the photos simple but compelling and always remember that size is incredibly important.

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