Recently, mobile email marketing has become an increasingly popular and profitable marketing tactic. The figures and stats speak for themselves so before you start thinking that it might not be a viable option for your company or business, let’s look at a few of them;
Not something to sniff at, is it? However, if you are still sitting on the fence regarding mobile email marketing then consider these points too:
Right, so now we’ve given you a bit more food for thought you might be thinking about how you can go about taking the next steps towards mobile email marketing. We look at 4 of the most straightforward and easiest ways that you can do this.
1. You’ll need to reformat the text
This might sound like a no brainer but you would be surprised at how many marketers simply email the same campaign to all their customers, regardless of their ESP or personal preferences. Just as campaigns look different in Gmail, Hotmail and Yahoo!, they also display differently depending on if your customer has a Blackberry, iPhone, etc. You should offer a plain text option as an HTML alternative for all your subscribers. Even though many smart phones can readily handle HTML emails, your subscriber might prefer to read it in plain text. Bear in mind that most text messages have 60 – 80 characters per line and mobile platforms will show 20-40 characters in 12-15 lines per screen, depending on the width of the screen and the type style. Desktop-friendly line lengths can create long paragraphs in the mobile reader, so adapt your text accordingly.
2. Think Twice about long URLs
On a mobile device, tracking URLs can take up 4-5 lines on a screen so you should definitely consider going for a simpler URL, even if it means you have to sacrifice certain tracking abilities.
3. Keep content short and sweet
As we mentioned before, with mobile email marketing your copy needs to be succinct. Long words and long sentences mean that your subscribers will have to scroll down more, which means the chance of them becoming disinterested halfway through is very high. More than ever – ‘above the fold’ is important here. By keeping it clear, simple and brief there is a better chance that your subscriber will save the message to read later on their PC.
4. Test, test and test again
As with any campaign you need to test it before you send it out to thousands of people. However, this just got a bit trickier. You’re not just testing to see what it looks like across Gmail, Hotmail and Yahoo!, but also how it looks on the different smart phones or any phone that has an internet browser function. So while you’re testing it on your Blackberry and your colleague’s iPhone, also test it on a couple of older mobile devices. In short, cover all your bases.