In a time of great technological advancement, purchasing has become easier than ever for the consumer, yet marketing to them has become ever more complex.
The consumer wants everything, and they want it yesterday – especially information.
The days of waiting for a catalogue to arrive in the mail are long gone. Millions of people choose to receive information about their favorite products via email. With the dominance of smartphones they’re now expecting it on mobile devices too.
Marketing to these consumers is a task that shouldn’t be taken lightly. Use these 5 tips to generate better results with mobile email marketing.
1. Make your emails phone friendly
Make sure your emails use responsive design so they’re easily read on the small screen. More than 40 percent of American now read emails on mobile devices.
2. Don’t be afraid of white space.
Let your text speak for itself. You can use images, but don’t feel like you have to use every bit of the page to get your point across.
3. Keep it brief.
Get to the point as quickly as you can. Again, people don’t like to waste time. State your purpose, give an offer that will draw them in, and generate the lead. Then, move on. Don’t flood people with information.
4. Colors can be your friend – or your enemy. Choose wisely
Sure, we all love the pretty colors, but don’t feel that you have to use a blue background with teal text, and be sure to avoid colors that bring on a negative connotation. Avoid red for backgrounds as it shows hostility. Light blue shows calm and peace. It’s great for mobile email marketing.
5. Experiment With Your Call To Action
Your call to action doesn’t have to be below the fold. Consider placing it near the top of the email and make people want to read more. Create interesting content to drive people to respond.
But you should change it up and see what language and placement work for you. Kissmetrics, for example, makes a good case for why “the fold” doesn’t matter at all.
There are many more points that could be made about effective mobile email marketing, and the truth is this just scratches the surface. Follow us to learn more.
Looking at “best practices” doesn’t help much, and even A|B testing your entire list will only give you marginal results. At SimpleRelevance, they analyze every customer on your list to see what time of day they typically open their email and what time they make purchases. That means you catch the early-birds in the morning, the lunch shoppers on their noon-break, and the after-dinner folks right as they are settling down with a drink and their laptop to do some browsing.