Recently, mobile email marketing has become an increasingly popular and profitable marketing tactic. The figures and stats speak for themselves so before you start thinking that it might not be a viable option for your company or business, let’s look at a few of them;
An article from DirectSellingNews states that in 2007, mobile marketing spending was estimated at $1.8 billion, with revenues expected to grow to $24 billion by 2013.
In an e-Dialog report of a survey of over 2 000 adults in the UK and US, it noted that: 33% of consumers access email on their mobile devices in addition to their computers”.
A survey conducted by SmartFocus reported that: “Two years ago the mobile was almost entirely used to read, filter and delete unimportant emails, whereas now 30% of users are reading and replying to emails through their mobile.”
eMarketer reported that as of 2009, 42% of US consumers stated that they had a smart phone and nearly 13% of respondents said they planned to purchase one in the next 3 months.
Analysts Gartner noted that by 2011, over 85% of handsets shipped globally will include some form of browser. In mature markets, such as Western Europe and Japan, approximately 60% of handsets shipped will be smartphones with sophisticated browsing capability and the ability to render conventional HTML sites in some manner”.
Not something to sniff at, is it? However, if you are still sitting on the fence regarding mobile email marketing then consider these points too:
Firstly, mobile messages are more immediate than email; this is because most people hardly ever switch their phones off, even while they sleep. This means that they are generally quicker to respond and studies have shown that mobile messages are opened within 15 minutes of receiving it.
Secondly, have you asked your subscribers how they would prefer to receive your messages? If you already give them the option of how often they get your emails, then take the next step and offer them the option of receiving them via their mobile device. eConsultancy reported that 20% of people open their emails with a mobile device, so do yourself a favour and find what your subscribers would prefer. Remember, email marketing is all about giving them what they want and in return you get their loyalty.
Lastly, as with traditional email marketing, there is little commitment or investment involved if you want to test the waters before launching head first into it. Also, because your message is limited to 160 characters (give or take); the main factor you need to consider is tight copy. As for any form of creative process, it’s all but taken out of the equation.
Right, so now we’ve given you a bit more food for thought you might be thinking about how you can go about taking the next steps towards mobile email marketing. We look at some of the most straightforward and easiest ways that you can do this.
1. You’ll need to reformat the text
This might sound like a no brainer but you would be surprised at how many marketers simply email the same campaign to all their customers, regardless of their ESP or personal preferences. Just as campaigns look different in Gmail, Hotmail and Yahoo!, they also display differently depending on if your customer has a Blackberry, iPhone, etc. You should offer a plain text option as an HTML alternative for all your subscribers. Even though many smart phones can readily handle HTML emails, your subscriber might prefer to read it in plain text. Bear in mind that most text messages have 60 – 80 characters per line and mobile platforms will show 20-40 characters in 12-15 lines per screen, depending on the width of the screen and the type style. Desktop-friendly line lengths can create long paragraphs in the mobile reader, so adapt your text accordingly.
2. Think Twice about long URLs
On a mobile device, tracking URLs can take up 4-5 lines on a screen so you should definitely consider going for a simpler URL, even if it means you have to sacrifice certain tracking abilities.
3. Keep content short and sweet
As we mentioned before, with mobile email marketing your copy needs to be succinct. Long words and long sentences mean that your subscribers will have to scroll down more, which means the chance of them becoming disinterested halfway through is very high. More than ever – ‘above the fold’ is important here. By keeping it clear, simple and brief there is a better chance that your subscriber will save the message to read later on their PC.
4. Test, test and test again
As with any campaign you need to test it before you send it out to thousands of people. However, this just got a bit trickier. You’re not just testing to see what it looks like across Gmail, Hotmail and Yahoo!, but also how it looks on the different smart phones or any phone that has an internet browser function. So while you’re testing it on your Blackberry and your colleague’s iPhone, also test it on a couple of older mobile devices. In short, cover all your bases.
Georgia Christian is the editor for the online Email Marketing service Mail Blaze. She is responsible for communicating Mail Blaze’s five plus years of industry experience and accumulated knowledge into the market. Experienced in all facets of email marketing Georgia has been tasked with collating and imparting Mail Blaze’s collective knowledge to you. It’s her dream that one day we’ll live in a world where all emails are perfectly formatted, spam free and beautiful to read.
shaoxingwine
plasmic
aevi
qwangming
mgqmj
huanhuba
energyleadership
impactjustice
markwilson
secondscount
financialeduservices
reynolda
honda
zstd
onetech
cropmonitor
soschmecktnoe
sohohouseberlin
webposition
rhewa
umft
weixinnc
escortcorum
755400
stourbridgenews
zalaegerszeg
nestle
moonedu
diyanu
education-in-russia
scholarshipstats
theexchangenetwork
erdm
officekeys
letter-generator
zip-itup
waitlistplus
kzcr
mutfaktanal
diar
bergsteiger
mydigitalvoice
snisonline
runnea
witandwhistle
appthority
mfcad
personalized
tinggly
thedigitalstory
ridesharingdriver
dofbasen
lianmenhu
sepve
connieragengreen
broekhuis
mindformation
sydneyanglicans
spicerparts
newriders
milo
t-audio
beehively
heritagemuseumsandgardens
fritzandfreddy
vans
trackmk
parseapp
weblocalsaustralia
tianqi30
offgridweb
q-tickets
mibebeyyo
recordmydesktop
talktools
dankojones
districtdispatch
s-l
jjlx
teegschwendner
nosugartech
fdk
gdsi
wedu
luakabop
uaf
servirglobal
parapsych
encodeplus
seono1
cnzjj
86kx
9monate
hdiubezpieczenia
cyborholding
th3professional
jocoscape
webstorepackage
themestones
toba
bdfugue
commissionsclub
52020
weblocals
rinudh
getunderskeleton
businesscycle
starshipses
agendize
dvfr
cainet
ihoosh
1fjg
attica
petitsriens
carbonsportautos
fyhf
sbobet128
talk4healing
seedworldusa
acmefeedandseed
lobbypedia
sehstrand
regus
sarahbuckley
2007tyc
yagp
elkonor
altiostar
cmedia
sdshg
libdd
internisten
sante-forme
feastandfarm
suicidepreventionmessaging
shure
bqg14
createfriends
dianyadian
biqupai
tribu
sercotelhotels
americasbest
imepay
rankforcedigital
ekster
fo-society
adliance
geekdom
digitalstrategie-hessen
sintad
acg08
ding
wouroud
shjpkj
greepit
adventoutpost
anapa-official
knownonline
rvneed
cameo
50pluspartij
kinokirov
eatg
rosettahardscapes
ipmsusa
rachelbrathen
yagg
davidkatzmd
gwh
business-jets
cultures
mathworks
anquanssl
thehardtackle
soleiado
tbsbibles
kmprojekt
chillingo
urbanpeak
pharmacydrugstore
esclick
dcwdigital
uel
builtformars
yourstreamlive
mediasmack
patikapenztar
craftsman-book
tbc
christusmuguerza
tomjones
weeklytoday
webbes
tbooking
publicsector
nationalgallery
dealerloket
swkt2cwe
bracketcontest
medsourcedirect
tantei-agency
bee-net
principals
ermonline
emulatorpc
yourmajesty
corila
fifecoastandcountrysidetrust
ca
jet
ldei
wir-im-sport
aboutnet
websolution
neunerhaus
unisociesc
studio4host
pivotdesk
enviosfarmafoot
healtheconomics
hairborist
mobirise
inx
sabre-france
dawsons
perennials
gofishing
imgcollege
wilmott
minnade-ganbaro
wusuifang
bpw-germany
oneshow
easyworship
mandatoryview
izipizi
identalcloud
dbwebdoctor
socialmarketings
hacerfamilia
smartwebtechnologies
jichitai
mensfitness
cosmetic-business
visitredding
naotofukasawa
uh
reservemycourt
toshibavarmepumper
lawinen
386047
meh
xlqdz
kinogoru
biofortified
datewelt
thevipdeal
heuu
iran-oilshow
stockholmvatten
themonkeys
henriettesherbal
hashtag-labs
nss
xn--vuqy96o
japanesegarden
bergencar
betflixsupervip
fihockey
nstad
oralcancer
sawadeehub
nextdaypc
drytailings
monmouthpark
brit-petfood
ceppea
skyrag
livingchurch
aroma
ymw
arlanxeo
thetutorsassociation
altaregistrazione
avvn
oesorichtlijnen
58517
eniacprogrammers
cashmere
boltonft
p2punited
prepster
cryptobitts
designsoft
sd44
discovervideo
empower
derby-web-design-agency
woodenstreet
lakewoodranch
netycom
visionabacus
cyclonis
royalphilharmonicsociety
nagranimage
worldheritagesite
bkkpfalz
csatf
sharandigitech
maxcotv
omaritani
brunoxelectronics
flights4you