Editor’s note: Len Shneyder will be our guest on eMail Radio today at 1PM ET to talk mobile marketing with Jared Reitzin of MobileStorm. Call in with your questions or comments!
If I were to tell you that mobile is important you’d say, nooooo….really? (Insert sarcastic eyes here). We all know it’s important but we don’t always have a really good understanding of why it’s important. Let’s examine a few salient reasons:
§ Thanks to mobile, email is on-the-go. Your customers are on the go and they carry smart phones and read email on those smart phones, you need to make sure your emails resonate on a small screen with limited attention spans so that your brand can have the “legs” to keep up with today’s commerce.
§ Mobile helps people relax. According to recent findings mobile search dominates evenings while desktop dominates mornings. When relaxing on the couch at night reading email or using the Google app on a mobile device is far more preferable to holding a laptop.
§ Mobile email empowers. New apps and bar code readers have liberated us from the printer. Mobile phones can be used to check into airlines, buy goods and pay bills.
So knowing that mobile is important, no, I’d say down right critical in this day and age, can’t we also assume that the emails you send are really a tale of two cities? First off, your email has to render correctly, let’s pretend you’ve mastered that aspect. Then the other half of the equation are the links that lead to landing pages, those links need to deliver content that looks good on a mobile device and across browsers.
It’s not enough to focus on just the message; marketers must be sensitive to the whole mobile experience. Websites should render cleanly on mobile devices, messages have to be optimized across devices and browsers and so too do the landing pages that are linked within the body of the messages.
Takeaway: We marketers are always concerned about shopping cart abandonment, well in order to get to that point, we have to consider click abandonment, how many clicks lead to pages and sites that either don’t look right or don’t engage the audience. Marketers can’t stop at email, optimize the entire experience across channels and devices!
Len Shneyder joined Unica with the acquisition of top rated deliverabiity services provider Pivotal Veracity. Before joining Pivotal Veracity Len was Deliverability Operations Manager for Yesmail. Len continues to address the concerns and needs of the world’s leading email service providers through his almost 10 years of email knowledge in the role of Director of Partner Relations & Industry Communications. Len is a regular contributor to the Deliverability.com blog in addition to growing critical ISP relationships for Unica’s clients and partners.