But developments, like the ones below, have really started to drive consumers towards using their mobiles as their preferred email media.
All good news and since the boom years, a lot has changed, but some things have not. Studies consistently show good e-mail marketing strategies still deliver ROI higher than any other digital advertising medium, (expected to be as high as $39.40 for every dollar spent in 2012*). Now that’s a big number!
If you have an email campaign in place, your customer has knowingly agreed that they would like you to engage with them through e-mails. That’s great! But if you haven’t adapted to mobile yet, your beautifully designed, well timed email now goes from the decent monitor that shows off your design and sells your content down to the screen of the mobile in your hand.
Some common problems faced are:
Other mobile specific recommendations are:
The mobile email target audience continues to grow. Your email marketing strategy needs to adapt to these changes in media and trends. Start with small steps, making sure the little things are done right. If you already have a well-designed newsletter, and cost and time are limitations, it may be easier to start with making small mobile focused changes to it or hosting a simpler version on your website, optimised for the mobile browser with a link from the newsletter.
But if you want to take your email marketing campaigns to the next stage, consider your target audience, how they want to be communicated to and develop email designs to cater for them. Using techniques like Progressive Disclosure (where content sits behind a button and is only displayed once clicked) will provide consumers with an easier view-what-you-want interface on their mobile devices.