How to Integrate Email Campaigns & Mobile Marketing in 2020
Over the past year, the marketing world has seen mobile become a key tool for marketers with the channel being further integrated with others, such as email. With this in mind, marketers must ensure that their email campaigns are formatted. So they can easily appear on mobile devices, including smartphones and now tablets.
A recent review by Forrester found that only 4% of email campaigns broadcasted had a deliberate consideration as to how the email would render on a mobile device. Much more needs to be done with mobile in mind so that marketers aren’t missing some fantastic opportunities. After all, many of us are now checking email more frequently by smartphone than ever before.
The opportunity to grow your mobile marketing by communicating directly with recipients who are more likely to make a purchase can’t be ignored. The majority of smartphone users are younger and more trend-conscious, making them key targets to take advantage of m-commerce.
The key to creating relevant mobile experiences for your recipients is quite simple.
By following best practice advice of Mobile Marketing you can optimize your messages for smartphones:
- Create text-only versions of your emails and provide a link to a web page within the email header.
- Decrease email file size to less than 100kb so emails will display quickly on mobile devices.
- Fit content to mobile screens — this is different to reduce the file size. To do this you can either design messages with the appropriate pixel width requirement or by using cascading style sheets (CSS) where multiple HTML styles are created. So content can automatically adjust to different mobile device display sizes.
- Shorten subject lines — mobiles truncate long subject lines, so be sure to get your point across quickly in around 30 characters.
- Use mobile-friendly calls to action. Unlike the above points, which adapt your existing emails to look good on mobile devices; marketers can also tap into the immediacy of mobile users with specific campaigns for recipients. For example, retailers have seen success with deal-of-the-day email offers and mobile-specific calls to action; such as click to call and download an app.
- Add finger space around links. The average adult finger is 45 pixels wide; so allow 10-15 pixels more for finger-clicking space to avoid people tapping on the wrong link.
- Link to mobile-optimized or specific landing pages — traditional web pages are often too cluttered and slow to load for smartphones. You are able to streamline content for needs, for example, directions to stores and one-click purchases for your registered users.
Using these steps will immediately improve the relevance of your email campaigns, but to leverage long-term opportunities and benefits of m-commerce and mobile marketing. You should also be analyzing your customer lifecycles to determine when to send your broadcasts to influence key touch points. This will instigate the desired action and behavior at these crucial decision points