DMA – How to Integrate Email and Mobile Marketing
Over the last 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 to be viewed 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 commerce by communicating directly with recipients who are by nature 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. In December 2011, it has been estimated that £1.64billion was spent via mobile devices alone, which according to Forrester will grow to 7% of all ecommerce by 2016.
The key to creating relevant mobile experiences for your recipients is quite simple. By following best practice advice you can optimise 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 reducing 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
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