Know More About Mobile Email Marketing


You know that an increasing number of your customers are connecting with your brand via a mobile technology, does it make sense to increase your marketing spend on tried and tested techniques like paid search and display advertising online?
Or would it make more sense to look for a new and exciting method of engaging with your mobile customer base?

The answer to both questions is pretty simple. No and No.

The main problem with “traditional” online advertising models such as Paid Search (PPC) or display advertising, is that they are not as engaging in the mobile environment as they are on larger screens. This is forcing big name technology companies to re-evaluate their business strategies and focus more aggressively on mobile. This could be one reason why Google has ended its free Google Product Search service in favor of a paid model that could help the company find similar success to eBay’s and Amazon’s recent endeavors into mobile, bridging the gap between search and eCommerce. Facebook is facing similar problems of monetizing its platform as more of its users access the site via a mobile device.

Email marketing hasn’t totally caught up with the mobile revolution. The majority of emails are still not optimized for mobile viewing and interaction. Buttons are small. Subscribers are forced to enlarge the screen and move things around to see the email. It’s just clunky.

1. When it comes to mobile, who the email is from becomes that much more important. What’s the first thing you see when scanning your inbox? Yup. The “From Name.” If subscribers don’t recognize who the email is from or don’t trust the sender, they are less likely to open the message.

If they don’t open your email, the rest of these tips don’t even matter. Earning that trust starts well before the first email. It also is not limited to email. Trust can be earned or lost on social media (what is social media marketing?), offline and through other more traditional channels.

2. Along with the From Name, the subject line is critical. While your audience may not know who you are, a compelling and creative — or a direct and descriptive — subject line can be the difference between an open and a delete or ignore.

3. Sometimes called the snippet text, the preheader is the text that’s above the header image. On smartphones especially, it’s the first bit of text that’s viewable.

Instead of something boring like, “To view this email in your browser …” try putting some unique text there. Test clickable calls to action. Maybe even try using some humor.

4. Ensure your call to action is big and obvious. This is an important step, and not just for mobile-optimized emails. Make sure your call to action is big, bold and obvious.

When it comes to smartphones, real estate is at a premium. Subscribers will not search for your call to action. And sometimes smaller links are more difficult to click on, especially depending on the size of a person’s fingers.

Your call to action has to be in their faces. Make it clear, big and simple to click.

5. Ensuring the user experience is optimized regardless of platform and device is not a new concept on the web. But creating responsive-designed emails is something that is just starting to pick up steam.

This is becoming more important as more people own smartphones and use email as their main “app.” Creating a responsive-designed email template is not technically easy to do, but it’s something your email service provider or marketing automation vendor should be able to assist you with.

6. The majority of email clients on a smart phone — including the iPhone’s native Mail app — have images enabled by default. Sure, a person can go into the settings and turn them off, but most people don’t take this extra step.

So with images on by default, it’s important that you think about what imagery you’re using in your email marketing messages. Whether your audience is B2B or B2C is irrelevant. Images matter.

So instead of just dropping a random image into your email, consider using something that’s linked to the content. Put in a fun image, a different image and an eye-catching image.