Smartphones have revolutionized the way we use the internet, and e-mail is no exception. In fact, while 25 per cent of total web use last year was through smartphones, as much as 41 per cent of commercial e-mail is now viewed through mobile devices. With that in mind, it’s important to make sure you’re getting the most out of your mobile e-mail marketing. Keep reading for our three top tips on how to just that.
- Get straight to the point: Studies have shown that our attention spans are dwindling in the digital age, and the rise of smartphones has only contributed to this. What’s more, the ease and convenience of smartphones means that many people receive their e-mails when they’re on the move or in between appointments, which means that they’re less likely to spend much time reading each e-mail. For these reasons, it’s important to cut straight to the point. Make it clear who you are and what you’re offering straight from the off.
- ‘From Name’ and Subject Line: A lot of e-mail marketers get so caught up in the body of their e-mail that they forget to pay attention to the little, but incredibly important, ‘From Name’ box. If you receive an e-mail from a random e-mail address, particularly if you’re in a rush, you’re much less likely to open it let alone pay attention to what’s inside. But if you recognise the name of a company you know and whose mail outs you signed up for, you’re more likely to click through. The same goes for the subject line, which you want to be engaging without looking spammy: again, it’s best to keep it simple, professional and to-the-point.
- Optimise: Given the proportion of e-mail which is now viewed on smartphones, it’s amazing how few companies bother to properly optimise their e-mail marketing campaigns across mobile devices. If users have to zoom in, enlarge things, and move things around a lot, then they’re much less likely to engage with the e-mail – and that’s if they can even open it in the first place. Put the effort in before the e-mail goes out to optimise it across devices and make it as user-friendly as possible, and you’ll reap the rewards of much higher read and click-through rates: a study found that 69 per cent of mobile users delete e-mails that aren’t optimised.