5 Essential Tips For Riding The Mobile Email Marketing Wave
The impact of the mobile platform on every aspect of email and social media marketing is swiftly becoming the story of the online marketing decade. If 2011 was the year that mobile web-enabled devices became one of the most significant ways to reach countless millions of people throughout the United States and the world, 2012 will be marked in history as the year that mobile leaves conventional computers in the dust.
Morgan Stanley estimates that global mobile device sales will overtake combined conventional desktop/laptop shipments by the end of 2012 and will exceed them by nearly 25% in 2013. With a significant number of mobile subscribers checking their email and social network pages every hour, reaching this vast customer base is more important than ever.
Apply these top five tips for reaching your email and social media subscribers and followers to stay atop the cresting wave of mobile marketing:
Create a mobile specific website - The average user uses their mobile device for messaging an average of 671 minutes per month according to Arbitron Mobile. This remarkable amount of more than 11 hours per month is more than some people spend eating! It follows that no effort should be spared to facilitate mobile access but according to a Google Adweek Presentation 79% of the country’s largest advertisers still have not adapted their websites to incorporate a mobile specific presentation!
Add to that statistic the fact that the majority of mobile device users are more likely
to purchase from retailers which offer sites formatted for their smartphones, and you have a compelling case for setting up a mobile specific site today!
Spark love at first glance – In order to capture your customer’s attention on a smaller mobile screen you need to attract them at their first scanning glance. Keep the small screen in mind whenever you are formatting your email templates or social network pages.
Ensure that the text is legible on the variety of smartphone resolutions by running everything through a browser and device emulator or simulator. Shun large images which will require horizontal scrolling and replace them with properly sized thumbnails which can zoom to full screen should the customer want to take a closer look. You only have a second or two to grab them, so ensure that your layout especially above the fold is both rational and attractive.
Integrate, don’t segregate – Mobile email readers are almost always also regular users of social networking sites, therefore devising a strategy which integrates your marketing across multiple touchpoints is a prerequisite to achieving online promotional success in 2012.
Designing a campaign that is intended for multi-channel implementation will build customer engagement and promote social participation, especially if you focus your efforts towards building a community for your brand.
Edit with a Cleaver – You don’t like it when you open an email and read “message truncated” and your customers feel the same way. If you insist on writing voluminous tomes featuring every obscure specification and feature of your products and writing social media posts which could serve as ideological manifestos of product philosophies, you’ll have no customers left other than speedreaders and the terminally bored. Keep your copy short and to the point.
If you have to wax prosaic, link to your website and let them download a free PDF e-book of your collected wisdom.
Microcontent has Macroeffects – Microcontent refers to the all-important subject line, From line, and preheaders in email messages which is the only text your customer has to determine whether or not to open your newsletter.
Use the 50/50 rule where you’re spending half your time writing the content of the entire email and the other half crafting your microcontent, honing it to a fine edge. Your email metrics will reflect your efforts.
The time-honored paradigm of your customers sitting bolt upright at a desk in front of an antediluvian desktop computer is being eclipsed by the rush to mobile devices which provide access anytime and anywhere. Join the mobile rush or risk getting left behind!