By: Adam Bruk, Digital Third Coast
Most businesses are at least tangentially aware of the ways in which smartphones and mobile Internet are changing the way that people interact with the web. Unfortunately, that doesn’t mean everyone has mastered mobile marketing— especially when it comes to email campaigns. Here are several ways in which numerous companies fail.
“I’ll get to it eventually”
Most companies wouldn’t like to think of themselves as procrastinating when it comes to putting together a comprehensive mobile strategy. After all, they’re deluged with all of the other aspects of their business and need to keep things running smoothly. But if you don’t come up with an overarching plan for mobile, you’re hurting your brand. How so? Over 40% of marketing emails are opened on mobile devices, so if your email hasn’t been designed for mobile users, they’ll just delete it. And even if it has been optimized for mobile, you’ve got to make sure the same is true for your site because 80% of people say they’ll leave a site that isn’t mobile-friendly.
“It looked great on my desktop.”
If you’re designing for mobile, look at the email on a mobile device before sending it out. Something 800 pixels wide might look amazing on a regular computer screen, but not on a smartphone that only allows for a width of 250 pixels.
“I’ll send it when I want to send it.”
The timing of email campaigns has always been important, because research shows that people are more likely to open marketing messages on certain days and times. Mobile has changed our behavior a bit, and almost a quarter of all emails are read within an hour of being sent, but some things are pretty similar—the best times to send are 10am-noon and 4-6pm.
“Our campaign is for everyone.”
Uh, yeah, try that and see how well it works. The most successful method of getting people to convert is to tailor your message to them—in other words, market to specific demographics. Here’s one for you—80% of all millenials have a smartphone, and they’re more likely to check their email there than on a regular computer. Translation: mobile emails are a great way to reach millenials!
“All mobile is alike.”
Really? Because iPhone and Android users would probably disagree, as would people who own any of the myriad tablets on the market. Different platforms have different requirements, but the best way to plan for all of them is to optimize for the various widths and keep your emails short, sweet, and technically simple—no Flash, Java, etc.
“Calls-to-action are so salesy.”
Want to make your call-to-action blend in seamlessly with the rest of your email because it looks better? Go ahead, but don’t say you weren’t warned. More than 6 out of 10 people say they’ll leave a mobile site if they don’t find what they want immediately. To convert more people, they need to see your call-to-action.
“If they want it, they can find it.”
Mobile sites that are difficult to navigate for mobile users (forcing users to search multiple pages and engage in a lot of typing is usually a turn off) will cause them to quickly leave and lose you potential business.
If there’s one theme to this list, it’s ease-of-use. All of us do it, and we’re doing it more and more, but browsing on mobile devices just isn’t as easy as it is on traditional computers. Make the process painless for users and they will keep coming back.