ClickMail – 22 Mobile Marketing Best Practices That Will Move You
Just when marketers got the hang of effective email messaging, along came mobile devices. Now, more than a third of email recipients use their mobile devices to open or at least scan their email inbox (eMarketer). BlueHornet reports that 51.7% of U.S. email users are either “somewhat or extremely likely” to buy a product or service based on an email they have read on their mobile device. Experian recently reported that 45% of the 2012 holiday season’s emails were opened on mobile devices. This sharply-growing trend makes it necessary to optimize their emails for mobile devices.
With that in mind, we’ve pulled together a list of 22 of the most important mobile marketing best practices for you to consider. Many of these best practices are less specific (such as optimum number of pixels, for example) but more about ways to approach mobile marketing from the get go.
- Develop a mobile mentality. Mobile email is more than a smaller version of your regular email. For example, your From name and subject line are going to work even harder in the small-screen environment of a mobile device. You’ll need to think small, but also differently.
- Know your audience. What percentage is using mobile devices and what kind? You’ll want to design for the majority of your users to have the optimal mobile experience. But first, you have to know who the majority is and what kind of phone they use.
- Keep in mind it’s not only mobile. Some people will start on a mobile device then move to a desktop. They do their email triage on the smartphone, saving the real interaction for later in front of their laptop or PC. Others will be on a tablet PC. When considering mobile marketing best practices, consider the other ways people will still interact with those emails.
- Shorten the subject line. If a shorter subject line won’t work, front load your subject line so the most important and attention getting words are first, as those might the only words the viewer sees on a tiny screen.
- Shorten the message…maybe. There’s a caveat here. This depends on the kind of message. Many people catch up on newsletters or other long emails on mobile devices when they find they have time to read when waiting. Sales messages, however, should probably be short and direct.
- Get to the point. Whether your message is a very short sales offer or a longer newsletter article, tell the recipient right away what to expect. This is where your preheader text can help, by essentially giving them a reason to keep scrolling down to the meat of your message, if it’s a longer message.
- Keep your main message in the left top corner with the call to action. That is where it is most likely to be seen.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author