Email Marketing in the Mobile Internet AgeAuthor: admin | Filed under: Email Marketing
5 Tips to get Your Emails Read
Email marketing is changing very quickly. 90% of the world now lives in a place with access to a mobile network* so your emails needs to be mobile internet friendly to yield the best results.
Source: mobiThinking Global Mobile Statistics 2011
What are the common problems faced by mobile internet users?
Sending out an email campaign which is designed to be looked at on a laptop or PC can present the following problems for mobile internet users.
- Poor loading speeds
- Emails and websites crashing
- Bad formatting
It’s difficult enough to get people to take the time to read a promotional email but any of these issues will only create a further barrier and all your hard work preparing your email content will go unrewarded.
Mobile email marketing tips
Making sure your emails are suitable for your target audience is the first step you have to overcome.
One way to do this is to include an option on your subscription page – that way people can choose whether they want to receive emails for their smartphone or laptop and you can segment these into groups before sending.
If that sounds like too much hassle, you can add a link to a mobile-friendly version within the text of your main email.
Below are five basic tips on how to make sure your email campaigns are well received on mobile devices.
Keep your message short
When writing an email campaign aimed at mobile internet users, it needs to be short, clear and to the point, even more so than a standard email.
Shorten any links
Use a URL shortener such as bit.ly for any hyperlinks in your email so readers aren’t faced with massively long tracking URLs.
Make sure your landing pages are mobile-friendly
There’s little point in having a mobile-friendly email then sending people to a landing page that takes forever to load or displays poorly, so make sure your main website also looks good and works well on mobile handsets.
Test your message before sending
As with any email campaign, it’s wise to test your mobile specific message before sending it out to all your contacts. You can do this by creating a test group made up of people in your office and then looking at how your message displays on different handsets.
Think about timing
Email marketing response rates can vary considerably depending on the time of day you choose to send yours out.
For example, if you’re targeting commuters who use their mobiles to access the net, you may have better results sending your campaign between 5.30pm and 7pm rather than between 9am and 12 noon when they’re likely to be working.