DMA – Mobile email marketing: what to do and why
It’ll surprise no-one to hear that smartphones and mobile devices are changing the way we receive email. Research suggests 63% of women and 71% of men access email services on their mobile device.
But it’s important to remember this isn’t just a platform used on the bus or in shops. There’s just as much chance you’ll find someone surfing through emails on their mobile while at home on the sofa.
It is perhaps the most ubiquitous way of consuming email in the modern day. So it’s important to take it seriously.
Whether that means making sure emails render properly on mobile devices or ensuring a smooth transition when recipients click through to a mobile landing page, mobile integration can’t be just an afterthought – it needs to be discussed and considered at a strategic level.
Use what you already know
One piece of good news in considering mobile email is that you don’t have to invest in new technologies to get ahead of the game- you’ve got them already. Many email service providers will be able to tell you the exact devices your recipients are using to read your emails and help you focus your attention on certain screen sizes or platforms.
Once you have this baseline understanding, the other important signal to look for is whether this audience is growing and how fast. The opportunity once you have this group segmented is to send them different emails optimised for the platform and test open rates and reactions.
A big part of the potential success here will depend on your business – what works for a retailer may not be so effective if you are a massive B2B services house. But there’s only one way to find out and get ahead of the game.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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