Five Steps To Prepare For Mobile Email Marketing
Mobile Email Marketing: Stats say 55% of email is now opened on a mobile device (Source: Litmus “Email Analytics” (Nov 2016))
You have 3 seconds on mobile to capture the reader’s attention (Source: Movable Ink)
Multitasking with email. In US we check email while watching TV or a movie (69%), in bed (57%), and on vacation (79%). ( Source: Adobe digital Insights “ADI Email Survey 2016”)
The biggest turnoffs people have with Mobile Email Marketing:
- Receiving too many (44%),
- Not relevant (37%),
- Too small to read and interact with (32%),
- Website and landing pages, not mobile optimized (26%)
- Not well formatted for mobile phones (21%) –
(LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015))
Now that we have established the having a “Mobile First” strategy is a must, let’s look at some of the mobile email marketing strategies that you have to adopt in order to make this strategy a reality.
Your customers have smartphones tied to their hip and that means your sign up strategy has to be mobile friendly. Have QR codes or user-friendly bitly URLs that are visible, and which your customers can scan or type in easily. Given that your customers are looking for instant gratification, it is always useful to have an incentive that they can use immediately – this solves two problems for you. Your customers will provide a valid email ID that they can access on their mobile device. This translates to the fact that when you send a follow-up email or marketing emails they are more likely to open and read them
2. Welcome Emails
Once they sign up, make sure that you send a welcome email within a very short time span. Your welcome email should thank them for signing up, tell them what to expect from your brand and allow them to set their preferences. Including a sign-up offer can be a bonus add-on.
3. Email Format
Without a question, your emails have to be mobile optimized. Here are a few things that you should keep in mind
Choose a responsive design which works well for any device that your customers may use to access your email. ESP such as MailChimp or Constant Contact have designs that are mobile friendly. The design includes font size as well as how the emails would look horizontally and vertically
As per Inc.com research, Emails with 6 – 10 words subject line have an open rate of 21% while those with longer subject lines have a lower open rate.
Stick to a 3-second rule where the customers are glancing through your content. The length should fit in one or two screen sizes and anything beyond that should be compelling enough to make your customers scroll down.
Images & Links
Your content should be a mix of images and text – the images should be optimized from a size and dimensions perspective. Your image size should be around 5-6 KB. The links should be clickable and make sure that the landing pages are mobile optimized. Include your social media links as you would like to get your customers to follow you on your social media channels as well.
4. Call To Action
According to the latest report, around 57% customers are more likely to visit a store after searching for a product on their mobiles. We cannot emphasize more on the CTA in your email. Your CTA should be linked to a coupon or offer that can be redeemed immediately. Note that we need to have one or two CTAs – not more than that as you want your customers to click on a link that will enable them to take action
Now that you have designed emails and sent them, you want to check how they have fared. Some of the metrics you want to keep track of – which devices, open rates, click rates, the location where the emails have been opened. Also, integrate Google Analytics in order to view and analyze which strategies worked and what was their impact.
In conclusion, smartphones have revolutionized communication between customers and businesses. Now businesses have to adapt to this paradigm shift and focus more on “mobile-first” strategies in order to take advantage or be left out.