Optimizing Email Marketing Campaigns for Mobile

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In today's socially connected world, it's fashionable to hype the potential of social media and ignore so-called "outdated" marketing tactics. The reality is that old-fashioned, tried-and-true methods are just as relevant as they've always been. Email marketing in particular has actually become more effective as of late. Studies show that 56% of smartphones owners purchase a product or service online based on a compelling email marketing message. To adapt your email campaigns to mobile, you'll need to keep the following in mind.

Mind Your Subject and From Fields

The problem with first impressions is that you only get the chance to make one. It's incredibly important to project the proper air and set a positive tone right out of the gate with your subject headline. In addition, experimenting with different values for your "From" field can significantly boost click-throughs. The Email Sender and Provider Coalition reports that 73% of email recipients will mark a message as spam based on the "From" field alone.

Segment & Geo-Target Your Audience

Two of the greatest advantages of email marketing are its low cost and broad reach. However, you'll do yourself more harm than good if you go about it haphazardly. Nothing turns off a current or future customer like an irrelevant or irritating message that doesn't appeal to their unique needs. Use analytics feedback to segment your list into niches. More importantly, make your emails location-specific to appeal to recipients in different geographic locales.

Time Your Blasts For Maximum Effect

Mobile marketing is all about connecting with your audience members at the right time. Twitter marketers know how important it is to schedule tweets so that they're read by followers when they're most likely to re-tweet them. Likewise, you should fire off your mobile emails during the hours when they're likely to lead to action. Choosing the appropriate broadcast times to accomplish this feat requires a lot of testing but it's worth the effort in the end.

Trim the Fat

If you're publishing expansive content on your blog to attract clients, you can afford to be more long-winded when it comes to conveying your message. Obviously, mobile email marketing demands that you ditch any extraneous information and get right to the point in the most efficient manner possible. Keep your messages relevant and lean. In addition, make sure that images and media are optimized for mobile to improve page load times and reduce data usage for your readers.

Implement Responsive Design Principles

There are several excellent reasons why you should pay close attention to responsive design in your email transmissions. For one, improving usability will increase conversions. After all, it's tough to get readers to follow through on a call to action if they can't navigate your emails effortlessly. Furthermore, making your emails look the same on any device will help with branding. Readers that can immediately recognize your emails at a glance are easier to convert.

Email Counts Now More Than Ever

Between October 2010 and October 2012, mobile email opens surged by a whopping 300%. Clearly, people still respond quite positively to this avenue of promotion. When the inevitable occurs and the majority of global web traffic goes through mobile devices, optimizing your email campaigns to appeal to mobile users will be a critical consideration. Ultimately, there's no time like the present to embrace the changing reality of email marketing and bet on mobile.

Mike Williams

Image source: Creative Commons License James Cridland via Compfight

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