Mobile email marketing campaigns fail all the time. Not all business owners take the time to figure out why their campaign failed or have the foresight to avoid common mistakes before their mobile email marketing campaigns hit the ground running. The email marketing experts at Reachmail recently did some research into common reasons why mobile email marketing campaigns fail. They found that over 40% of all emails are opened on mobile devices. With more and more consumers opening emails on mobile devices, it is crucial to make sure your mobile email marketing campaign does not fail. You can try to optimize emails for mobile, but if you have no coordinated strategy are you going to end up costing your company money and your mobile strategy is likely to be a bust. Below are 7 ways to ensure that your company runs an unsuccessful mobile email campaign.
- You lack an integrated strategy. Email optimization for mobile is a very key component to any mobile optimization strategy. You also need to ensure your site is properly optimized for mobile as well. Your email conversations won’t matter much if your site is not properly optimized for mobile viewing.
- You forget about scale. 7 out of 10 American’s wear corrective lenses, so reading tiny content on their smart phone is not something most people are going to enjoy. This can lead to a loss of conversions. 70% of users will delete an email right away if it doesn’t display properly on their mobile device. Make sure you optimize for standard Smartphone width.
- You do not pay attention to when your emails are sent. 23.6% of all emails are opened within an hour of receiving. If your emails are being sent when your users aren’t engaged they are going to get lost and your conversions rates are going to suffer. Mobile engagement is at its highest at 10A.M.-Noon so be sure and target your users then.
- You skip important demographics. Segmentation by demographics is cited as the #1 most effective method of mobile email marketing. Make sure you understand your demographics for mobile specifically and adjust your content accordingly.
- You are only focusing on one mobile platform. Optimize for every device even if it seems like your audience is mainly using a single device like an iPhone. Also optimize readability for every width.
- Your call-to-action is hidden. 61% of mobile users will leave a mobile site quickly if they don’t see what they are looking for. Make sure your users don’t have to scroll too far to find your call-to-action.
- You make purchasing difficult. Link directly to your featured products from your emails. Don’t make your users have to search for the product on your site. Make it as easy as possible for them to purchase directly from the email.
Avoid this common problems and your mobile email conversion rates will soar.