This post comes compliments of my friends at Digital Third Coast Internet Marketing – enjoy!
Mobile email marketing is growing in tandem with overall use of smart phones and tablets for accessing the web and as a result you need to develop a mobile email strategy that integrates completely with your entire online sales and content funnel.
According to statistics compiled by email management company Reachmail, more than 40% of all emails are opened via mobile device and among some demographics (such as those in their 20’s and 30’s) the number goes even higher. The obvious takeaway from this is that you need to use mobile email marketing and make sure you handle it in a way that succeeds with maximum conversions and sales boosts.
Luckily, there’s this extremely informative infographic from Reachmail to guide you through the fundamental mistakes many mobile email campaigns make and how to avoid them. Let’s summarize their 7 key points:
1. Don’t Procrastinate on Total Mobile Integration
You might have optimized your website for mobile viewing but left your emails readable only on desktop devices or vice versa. This is a big mistake. An effective mobile email campaign is only as good as its weakest link and getting the most of it requires that every segment of your email marketing channel be optimized for mobile device use.
Understand that 7 out of 10 mobile users in the U.S use their phones for sending and opening emails and 4 out of 5 viewers will quickly stop browsing a website that isn’t smart phone friendly. Thus, you need to make sure that not only your email messages are mobile optimized but also all of the content they lead to. You get only one chance to impress, because 97% of readers will bother reopening from their desktop an email that they first tried to access via their smart phone.
2. Don’t Forget to Scale your Emails Correctly
Remember that the average screen width of most mobile devices ranges between 250 to 480 pixels and that 7 out of 10 Americans also happen to use corrective lenses for reading. This means that they won’t like your content if it’s designed for 900 to 1000+ pixel screen sizes!
Make sure that your email and content layout as well as text are optimized for easy reading on screens between at least 360 and 480 pixels. Failing to do so could make yours one of those emails that some 70% of readers immediately delete when they can’t read its content.
3. Don’t Plan your Email Send-outs
A mass mailing that you send out to your mobile users at 2 am on a weekend night won’t get seen any time soon after and later it will be completely buried under a bunch of other spam and personal messages. This means dropping conversions and clicks.
Avoid this problem by carefully planning your mailing campaigns so that they get sent out at the ideal mobile mail browsing times. These are between 10 am and 1 pm and then between 4 and 6 pm. Having your message seen within one hour of when you sent it will make it much more likely to get read.
4. Don’t forget about Demographic Segmentation
Many successful email marketers consider this to be one of the most crucial components to successful mobile email marketing. What we’re talking about is list segmentation by audience type and demographic.
Get to know your different types of viewers and adjust your email content according to each group’s habits.
5. Don’t Optimize for Just one Platform
46% of mobile users access their email from their iPhone, but that also means that 54% more do the same from Android devices, tablets and Windows phones! Keeping your conversion rates high absolutely depends on making your mailings readable on all of these different device types.
When you’re setting up your mobile email and content material, make sure that you test it on several different platform types and stick to best practices such as:
- Keeping your content short and simple
- Double checking everything for readability
- Sticking to text and simple layout as much as possible
- Staying away from clutter such as Flash, Java and memory heavy interactivity
6. Don’t Keep your Call-to-action Hidden
Your email messages and content based call-to-action is the single most important part of your entire email marketing campaign and making viewers play hide n’ seek to find it will only lead to dropping sales and decreasing conversions. Bear in mind that 61% of readers will navigate away from a mobile site that doesn’t get to the point quickly.
Instead, proudly display your call-to-action and display it after a minimal amount of scrolling or reader clicking.
7. Don’t Make Purchasing into a Maze
Just as is the case with your call-to-action, your purchasing process needs to be as obvious and easy to navigate as possible, and especially when it comes to mobile user screens.
Burying your buying mechanism in too much content, too many clicks and too much navigation will only lose you conversions and sales.
Instead, design a purchasing interface that’s extremely easy to use on a smart phone and link your email content directly to your product buying pages.
Doing this and all of the above is crucial not only to creating a successful mobile email campaign but also to creating an excellent customer experience overall.