More and more people are keeping up with the Internet on the go by using smartphones or tablets, constantly checking their email no matter where they are. When it comes to marketing, it's important to keep your strategy up-to-date and that means catering your emails to a highly mobile client base.
Email Marketing: The Basics
Email marketing is instant, engaging, and cost-effective. It's a great way to keep your clients updated about your company's various offers, promotions, new installments, and other up-to-date information. Email marketing works, but it works differently when you're trying to reach a mobile clientele.
Smartphone and Tablet Users: No Longer a Niche Market
Here are some smartphone and tablet statistics for you. Fifty percent of all Americans own and use smartphones, which means that these users are able to constantly check their Facebook feed and email. 88% of people check their emails using their smartphones every single day.
What does this mean for email marketing? Smartphones and tablets are not just for keeping up with social networks. 56% of users report that they have made at least one purchase using a smartphone as their venue for transaction. These took place specifically in response to a marketing message that they received on their mobile device.
Mobile Email Marketing Tips
In order to make mobile email marketing more effective, here's the bottom line: keep it short and sweet, but not too short. The most important place to start is the subject line. If it's too short, your audience might not open the email, but if it's too long, then they will fail to see the end of the subject line. The solution? Make sure your keywords are at the beginnings, rather than at the ends of the subject header, to better grab their attention.
When it comes to the content of the email, it's important to consider the design. Many email layouts look very appealing with a desktop email application or in a web browser, but look cluttered or are impossible to navigate in a mobile window. Make sure that your email's layout templates are just as appealing on a much smaller screen and don't forget that the font should also be readable.
Don't use too many links. If there are too many links in your email's content, then it may be flagged as spam. Also, since touchscreens require people to use their fingers to click on links, it often ends up being a much less precise way of navigating. When engaging mobile users, space links a ways apart to minimize accidental clicking.