Are Your Emails Mobile Friendly?

Everyone is busy, and busy folks manage their hectic schedules by multitasking. They depend on their smartphones to help them get stuff done whenever they have a spare minute, wherever they are. That might mean catching up on their emails on the bus, while waiting for appointments or at the office during breaks. This is why you need to ensure your emails are mobile friendly.

Email marketing is still one of the best ways to reach your audience, but if your emails aren’t mobile friendly, you are likely to be losing their attention quickly. If they can’t easily read your emails, they will simply erase them. Your valuable email lists could even shrink! Don’t encourage your audience to opt out of receiving your marketing messages; mobile-friendly emails will help you retain and engage with your prospects and customers.

Tips for Mobile-Friendly Emailsmobile friendly email

  1. Brevity – keep everything concise; subject lines should be 40 characters or less.
  2. Clarity – choose your words carefully to provide the most important info up front. Keep conversion in mind.
  3. Clean design – use whitespace to make your text pop, large fonts and headlines to establish a clear hierarchy.
  4. Strong CTA – your call-to-action must be prominent and large enough to tap.
  5. Practical links – any web page you link to from your mobile friendly email MUST also be mobile friendly.

Your subject line is such a critical part of your marketing email that you should create several and test them against each other. Even small variations can have a surprising impact on your open rates.

A survey by Constant Contact found that 75% of smartphone owners would likely erase emails that aren’t mobile friendly. Don’t alienate your audience!

If you need help with mobile marketing give us a call, we’d like to help.

Mobile Marketing Strategy for 2017

It’s no secret that mobile is big. In fact, over 50 % of search queries now come from mobile devices, according to Smart Insights Mobile Marketing Trends. When mobile users surpassed desktop back in 2014, and then Google introduced its mobile friendly algorithm update in 2015, it became abundantly clear that having a well-organized mobile marketing strategy was no longer just optional, but of paramount importance.

As we draw near the end of 2016, we take a quick look at the state of mobile marketing to learn how your business can gain the most from your marketing investment.

mobile marketing strategy

While mobile use is ubiquitous, with over 80% of internet users owning a smartphone, it’s important to understand HOW they are using them so that you know where to spend your marketing budget.

multiplatform-use-by-demographic

Statistics show that multi-platform use is common across all age groups, while mobile only use is growing, especially in the younger demographic. This underscores the importance of responsive or adaptive web design to ensure a positive customer experience.

When people are using their mobile devices, they are largely on apps rather than using a browser, which should inform your mobile marketing strategy – whether you choose to develop your own app or advertise on apps that your audience frequents.

percent-time-spent-on-mobile-apps-2016

Interestingly, we find that mobile ad spend is lagging, relative to other advertising channels, which might present an opportunity for your business.

mobile-internet-trends-ad-spend

Keep these statistics and trends in mind as you design your 2017 mobile marketing strategy, or give us a call, we’re happy to help.

Mobile Marketing in 2016

With mobile usage increasing steadily, it’s not surprising that many businesses claim to understand the importance of mobile marketing. And while there is much talk of the importance of customer experience, why then, is there so much marketing copy that is indecipherable on many mobile devices?

When I take myself out of the marketer role and think like a consumer, this is the most frustrating aspect of engaging with businesses or just performing online research (that often leads, or should lead, to engaging with a business).

Like many people, I automatically go online for almost any kind of information, whether it’s searching for a product, the answer to a question, or instructions on how to do, well, almost anything. More often than not, I am performing these searches on my phone or tablet, and I’m certainly not alone in that!

mobile marketing - usage

But finding the information and being able to view that information can be two very different things. All too often I end up peering at minuscule text, and then losing much of it when I pinch it out, scrolling madly around the screen while trying to read or tapping on tiny links that are set too close to other links that end up sending me off to a page I hadn’t intended to visit.

It’s been almost a year now since Google implemented their mobile friendly ranking algorithm, intended to prompt webmasters to address these issues. From a purely experiential point of view, uptake is coming along, albeit slowly. And it’s not just small businesses (with smaller marketing budgets), according to research by Merkle | RKG conducted in the first quarter of 2015, almost 50% of Fortune 500 companies didn’t have mobile-friendly websites.

With mobile usage surpassing desktop/laptop in 2015, and the predicted continuing increase over time, it might be a good idea to address your mobile marketing strategy (or lack thereof!) and consider investing in, at the very least, ensuring your site(s) pass Google’s mobile-friendly test.

If you need help with mobile marketing, contact WSI, we can help!

Mobile Messaging and Customer Engagement

Mobile messaging is one of the most effective digital marketing channels, even compared to email, as shown by new research from OpenMarket and independent mobile technology reports.

The study found that customers, especially the younger demographic, trust mobile messaging for customer service and satisfaction, and 77% of customers think positively of a company they can text for service.  64% actually prefer to text instead of phoning.

Where email click-through rates languish at 2% with read rates of 20%, SMS message click-through rates shine at 20% with 98% read rates. That’s a level of engagement that speaks for itself!

You might read into this a generation’s preference for arm’s length contact with your business, or perhaps a desire for control over the interaction, but regardless of the reasons, it’s worth knowing that investing some portion of your digital marketing budget in mobile messaging is going to increase customer engagement.

SMS marketing is also helping businesses to reduce call volumes and handling while improving customer satisfaction.

Mobile Messaging and Personalised Marketingmobile messaging

The opportunities for personalising your marketing communications with mobile messaging are boundless, and we know that the more personalised your customers’ experience is, the happier they are.  Happy customers not only buy more, they stick with you, spend more on your products and can even become brand advocates.

Mobile messaging gives you 24/7 access to your customer, and gives them the same access to your marketing campaigns so that they can keep you in close contact throughout their buying journey. This necessitates a shift to marketing strategies driven by real-time interactions with individual customers – truly personalised marketing.

Ask WSI about mobile messaging and customer engagement.

Mobile Optimization for Email Marketing

Mobile optimization for email marketing campaigns is more than just a good idea for future consideration.  As more people use their mobile devices both at home and on the go, for multiple purposes including checking emails, your email marketing campaigns will inevitably see a decline in conversion rates if you don’t address mobile optimization.

A recent study by Catalyst and GroupM Next that examined Canadian mobile usage surveyed how, when and where Canadians use their mobile devices. It’s not surprising to anyone that smartphone ownership is growing fast – up 24% from 2014 to 2015.

Smartphone Usage Growth - 2014-2015

How we use our smartphones is evolving too.  As Canadians have become more comfortable with the technology, we increasingly use our smartphones at home, while we are out and at work. Perhaps surprisingly, the study discovered that at-home usage has increased and on the go usage declined.

On the go smartphone usage

Why Mobile Optimization for Email Marketing Matters

Why Mobile Optimization for Email Marketing Matters

With a significant number of Canadian consumers now using their smartphones and other mobile devices to check emails, your email marketing campaigns will suffer if they don’t render well or function properly.

Also, it’s important to think about the engagement expectations of mobile users versus desktop users.  They could be at work, out and about or sitting at home on the couch.  If they are mobile (or perhaps checking emails during a tv commercial break) , they may have less time to give your message, so it should be concise, personal, and have a clear call to action.

If you need help with mobile optimization for email marketing, call WSI.

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