Six tips for mobile-optimized email marketing, from Marketing Profs.
The increase in smartphone usage is altering email marketing planning, especially how emails are designed for mobile devices to drive immediate customer action.
Though text and instant messaging communications are popular, consumers still rely on email as the main form of communication with brands. Companies still use email as the primary means of announcing sales and other limited-time offers, and email is also the conduit for order confirmations, merchandise return procedures, cancellations, and myriad other transactional-type communications between business and consumer.
Considering email’s importance to maintaining consumer purchasing and satisfaction, it’s imperative for firms to consider how well their email content is adapted to mobile devices.
A considerable majority of smartphone users check email on their phones, but they do it very quickly—by scanning through their messages. Accordingly, email optimized for mobile needs to consider users’ very short attention spans: Its content should load quickly, it must be easy to comprehend, and it has to have clear and simple calls to action.
