MarketingSherpa – Mobile Email Marketing: 53% higher clickthrough rate for mobile-optimized newsletter
Email marketers have heard mobile is “just around the corner” for years. That prediction finally came true for Medscape, an online resource for physicians and other health professionals.
Medscape offers free email newsletters on more than 30 topics. The company earns revenue through advertising and sends about 1 billion emails each year. Its newsletters reach more than 500,000 active physicians and an even greater number of other health professionals.
Erik Teng is the email marketing manager at Medscape. Last year, his team realized that between 10% and 15% of subscribers read Medscape’s emails on a smartphone or tablet. The company launched mobile versions of its five most popular newsletters soon afterward.
The average unique clickthrough rate on those emails shot up 53% after launch. Medscape’s mobile audience has since doubled in size, and subscribers are spending more time reading the newsletters, Teng says.
“We are realizing that a lot of our visits and clicks are coming from mobile devices; where six months ago or a year ago, it wasn’t as high of a percentage. So we need to make sure that our emails are mobile-optimized.”
The team took the following five steps to measure its mobile audience and give it a better newsletter.
Step #1. Monitor website traffic
Many websites are receiving more mobile traffic, but the size of the increase varies by industry and audience.
One of the first places Medscape caught wind of the shift was on its website. Smartphones and tablets have different Web browsers than PCs, so you can measure mobile visitors by tracking the browsers that access your site (see the “related resources” links at the end of this article for a list of mobile browsers).
Looking at site traffic early last year, Medscape realized a growing portion of its audience used a mobile device. Teng’s team set out to understand what it meant for the company’s email program.
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