Every year we hear “it’s the year for Mobile” and it seems it’s been the case for several years now. Needless to say that advertisers need to pay a lot more attention to the impact of email marketing on consumers and B2B clients alike using smart phones. It’s really time to start investing even more than before in responsive design for mobile platforms. A significant amount of emails are now viewed on smart phones so it’s rather important that each message look great on various screen sizes regardless of brand.
Unfortunately there is still a big disconnect on how people are reading commercial emails and how marketers are conducting email marketing campaigns. A recent report produced in Marketing land announces that 41 percent of all commercial emails are opened on mobile devices — a number that is expected to surpass PC/desktop opens by the end of 2013.
Responsive email design, which offers fluidly adapts to its environment and proves to be superior than cramped, illegible, 600 pixel-wide design versions. Testing non-optimized standard email design vs. responsive, would quickly show an increase in open rates and subsequent CTR (Click-Through-Rates).
Responsive design is not a quick win, and is more difficult to implement but provides best practices to deliver a great customer experience on mobile devices.
The subject line plus pre-header for each mobile message should deliver a one-two punch: compelling reasons to open that stop readers in their tracks. “Click here” or “view message as HTML” does not provide compelling reasons to catch the attention of the audience. Yet it seems that it’s being used widely.
One of the best things to to is to actually leverage the 80 characters shown in the mobile inbox to gain the attention of readers. It’s important that advertisers give the pre-header message the same level of attention as the one applied in the subject line. Following closely comes copy testing and optimization with the 10% – 10%/ 80% rule i.e. 10% of one test segment gets one version while the remaining 10% gets the other version. The winning segment dictates which message will be sent to the final 80% larger segment.
While responsive emails and mobile optimized web properties are no-longer highly innovative concepts, it’s amazing to see how few advertisers leverage them. They’re really a necessity at a time where we’re seeing incremental readership on mobile and tablet platforms. Following best practice mobile marketing is no longer a competitive advantage but a must-have for any advertiser. So much traffic loss and negative impact on customer experience is at stake so it’s time to get serious with adapting email marketing to mobile technologies.