All businesses that have unleashed the power of email marketing share a common marketing goal of quickly and efficiently collecting, increasing and managing an opted in target audience to drive businesses. It has been widely accepted that email marketing has one of the highest returns on investment, with its ease of use, targeted nature helping businesses organize their subscriber base, improving newsletter deliverability and driving conversion. However, in the recent past, as advances in technology have continued to evolve, new challenges and considerations have come to light. Optimizing email for mobile, to take advantage of the smarphone explosion, is the leading current consideration demanding to be addressed.
According to Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012-2017, overall global mobile data traffic grew 70% last year, nearly 12 times the size of the entire global Internet in 2000, with Smartphones representing 92 percent of the total global handset traffic. Cisco’s track and forecast of the impact of visual applications on global networks predicts mobile data traffic to reach extraordinary milestones in the next 5 years, with the number of mobile-connected devises exceeding the number of people on earth by the end of 2013. Wow!
1. RELEVANCE
One of the most primary mobile email marketing ground rules is to design your emails via communication modes that are relevant to your audience. This is the time to take advantage of someone else having done the hard work for you… your clients and target audience is already plugged into the networks that work for them on the daily… you just need to tap into these resources and get a hold of them.
Relevance of an email communication is twofold. One part is clearly the content, as you wish to design and send email promotions & newsletters that your audience is interested in and expects to get from you. But the other aspect, considering the tools used by consumers to check their emails, access their social media pages and the like, has become a real consideration in the recent past and continues to do so.
2. MOBILE FRIENDLY TEMPLATES
Email service providers, like RedCappi, are increasingly aware of the recent challenges that email subscribers were having trying to access larger and lengthier email campaigns on their mobile devices including Smartphones, tablets, etc. The good news is that we have been proactive in providing you the tools you will need to design mobile friendly email newsletters that are ready to go, mobile-optimized for you. This may be the best way to go, because busy entrepreneurs and brick & mortar businesses need not worry about the intricacies of how to design their campaigns to fit smaller screens and no longer need to test campaign visibility or consistency from one device to the next 🙂
3. A SCALED DOWN DESIGN
Since presentation of an email campaign on a Smartphone or handheld tablet affords a much smaller surface area for viewing in comparison to more traditional forms of screening on home or office computers or laptops, a scaled down and simplified email design is essential for continued campaign efficacy. The traditional cluttered, multi-column designs no longer seem to work, and evolving to stay competitive with other businesses that are optimizing for mobile are absolutely crucial. Mobile users are mostly on the go and expect to be delivered email communications in a way that is clear and concise to them, so that they can quickly and easily access the information at hand and continue engaging. Forward thinking email service providers are making the necessary changes and adjustments so that messages may be easily viewed and shared on mobile devises.