It will be a short wait until you’re seen in their inbox.
Your mobile marketing strategy starts as a single idea from the innards of your company’s marketing department and ends as a handheld arsenal of information for a potential customer. Why spend the time and effort on communicating a clear message, just to punish the user in the end by sending them to a desktop-formatted site? Trends in marketing come and go, but the mobile audience is here to stay. With this, there are plenty of ways to reach out to them, with the most effective perhaps being through email.
If mobile email is something that your company hasn’t adopted yet, it might be the best time to start. Take a look at the graph provided by Litmus, and notice that mobile opens of emails has surpassed desktop and even webmail opens by more than 3%. Along with this, in the last 6 months, opens in mobile devices have increased by 80%.
Source: Litmus
No more waiting for the postman.
Mobile subscribers can use their devices across several platforms, for different purposes and to accomplish various tasks, instantly. With mobile devices becoming the most popular place for reading email in April of this year, experts are speculating that mobile devices will continue having the largest consumer reach on the web. According to web marketing blogger Andy Crestodina, we just hit the ‘mobile tipping point’.
We first met Andy earlier this year at the 2012 SOBCon conference, and since then we’ve championed his smart web marketing tips.
Get to know these email guidelines.
Andy’s blog is full of helpful tips about web-based marketing, including how to easily send mobile-friendly emails, by following three basic guidelines:
- Make sure the main content is left aligned. If your email template has a left-side column with images or navigation, move it over to the right. Phones have narrow screens. Don’t make recipients scroll to the right to read things.
- Use links, not buttons. Not all of the recipients will download the images, so image-based buttons may not be visible. Use links for your calls-to-action so they’ll be visible to everyone on every device.
- Watch your landing pages. When mobile visitors click, they should arrive at a mobile-friendly page.
Keeping visitor numbers – and profits – high.
By and large, email marketing is done very poorly, when it has the potential to be the highest converting form of online marketing. Common sense, a lot of testing, a good message and design will increase the size and reach of your list with positive results. Remember, don’t sabotage your email marketing with irrelevant, unusable or unreadable messages, keep the information relevant and the interface clear, and you will see an increase in productivity in your mobile web-based marketing campaign.