3 Quick Ways to Use Mobile Email Response Rates0 comments 
At the equator, the Earth spins at 1,038 miles per hour. At the arctic poles, however, it hardly spins at all. The difference isn’t palpable to the human experience and if it were, anyone who lived in Quito, Ecuador would be frequently dealing with bouts of vertigo. Still, as far as science is concerned, there is a difference.
Email marketers might find themselves unknowingly dismissing another kind of seemingly irrelevant variance—how email subscribers are interacting with their content; a shifting landscape brought forth by a world that is both fast-moving and increasingly technologically inclined. Like people living on the equator or the arctic, email marketers may not notice anything out of the ordinary, except in this case there are real correlations to ignoring the method your subscribers are choosing to open and click your email messages.
Take this in: Mobile phones are hotbeds for accessing email these days, with more than 27 percent of emails being opened on a mobile device during the second half of 2011, according to a recent report by marketing agency Knotice. With more people on the go and the immediacy of access to information at a premium, it is no wonder that mobile devices are becoming so popular for email.
With this knowledge on hand, ask yourself these simple questions about your email marketing efforts:
- How often do you review how someone is accessing the emails that you send?
- Do you even have visibility into this type of data?
- What can you learn from your mobile responders?
Knowing your email subscribers by their method of opening your emails—data that should be available upon request from any good email service provider—is only advantageous if you know what to do with this information. The benefit to this visibility lays in the ability to target these subscribers with specific messaging based on your mobile insights that is sure to boost overall customer engagement.
A couple of easy ideas to implement today:
1. Make it easy for them to read and to click through
One way to capitalize on increased mobile usage is to create mobile-optimized email designs. Let’s say that you’re receiving mobile versus desktop user response data on a monthly basis from your ESP and you notice that 40% of all users who opened an email did so via a mobile device last month. If you haven’t optimized your email marketing templates to be user-friendly for this 40%, what do you surmise the chances are that they will click on a call-to-action link, or even read the email for that matter? That’s a considerable subscriber segment to just ignore, and an easy opportunity to miss.
2. Build out a mobile site
A step further, and a bigger investment, would be to create a mobile web site that you can send your mobile responders to. Try targeting a message specifically to known mobile responders within the last thirty days to ensure the mobile data usage is fresh and test to see the results. I would bet that not only are they more likely to take action in a mobile-optimized email, they are more likely to complete the action if directed to a mobile-friendly web site where navigation is simple and precise. In the end, after-the-click engagement should be of precedence for all email marketers.
3. Build momentum for SMS campaigns
With marketing messages spreading furiously through multiple channels every day, it is time for you to focus your efforts and and figure out your prospects' and clients' channel of preference. Promote your SMS campaigns by sending emails to known mobile responders—this segment is more likely to opt-in to receive SMS messages since they are already interacting with your email content via their mobile device. Get more targeted by promoting your SMS campaigns directly to users who have opened an email on a specific mobile device. I can see the amazing and engaging subject line now: “Hi {firstname}, use your iPhone to receive special offers via text message”.
There are myriad marketing ideas to implement for mobile responders; you just have to get creative with it. After all, you work hard to build out relevant and timely marketing messages, so why not use this insight to ensure you’re not making your audience go through dizzying lengths to be entertained?
About the Author
Shea Johnson, Shea Johnson joined Yesmail at the Chicago office in June 2010. Shea has two years of experience in the email marketing field and moonlights as a freelance writer.
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At the equator, the Earth spins at 1,038 miles per hour. At the arctic poles, however, it hardly spins at all. The difference isn’t palpable to the human experience and if it were, anyone who lived in Quito, Ecuador would be frequently dealing with bouts of vertigo. Still, as far as science is concerned, there is a difference.
Email marketers might find themselves unknowingly dismissing another kind of seemingly irrelevant variance—how email subscribers are interacting with their content; a shifting landscape brought forth by a world that is both fast-moving and increasingly technologically inclined. Like people living on the equator or the arctic, email marketers may not notice anything out of the ordinary, except in this case there are real correlations to ignoring the method your subscribers are choosing to open and click your email messages.
Take this in: Mobile phones are hotbeds for accessing email these days, with more than 27 percent of emails being opened on a mobile device during the second half of 2011, according to a recent report by marketing agency Knotice. With more people on the go and the immediacy of access to information at a premium, it is no wonder that mobile devices are becoming so popular for email.
With this knowledge on hand, ask yourself these simple questions about your email marketing efforts:
- How often do you review how someone is accessing the emails that you send?
- Do you even have visibility into this type of data?
- What can you learn from your mobile responders?
Knowing your email subscribers by their method of opening your emails—data that should be available upon request from any good email service provider—is only advantageous if you know what to do with this information. The benefit to this visibility lays in the ability to target these subscribers with specific messaging based on your mobile insights that is sure to boost overall customer engagement.
A couple of easy ideas to implement today:
1. Make it easy for them to read and to click through
One way to capitalize on increased mobile usage is to create mobile-optimized email designs. Let’s say that you’re receiving mobile versus desktop user response data on a monthly basis from your ESP and you notice that 40% of all users who opened an email did so via a mobile device last month. If you haven’t optimized your email marketing templates to be user-friendly for this 40%, what do you surmise the chances are that they will click on a call-to-action link, or even read the email for that matter? That’s a considerable subscriber segment to just ignore, and an easy opportunity to miss.
2. Build out a mobile site
A step further, and a bigger investment, would be to create a mobile web site that you can send your mobile responders to. Try targeting a message specifically to known mobile responders within the last thirty days to ensure the mobile data usage is fresh and test to see the results. I would bet that not only are they more likely to take action in a mobile-optimized email, they are more likely to complete the action if directed to a mobile-friendly web site where navigation is simple and precise. In the end, after-the-click engagement should be of precedence for all email marketers.
3. Build momentum for SMS campaigns
With marketing messages spreading furiously through multiple channels every day, it is time for you to focus your efforts and and figure out your prospects' and clients' channel of preference. Promote your SMS campaigns by sending emails to known mobile responders—this segment is more likely to opt-in to receive SMS messages since they are already interacting with your email content via their mobile device. Get more targeted by promoting your SMS campaigns directly to users who have opened an email on a specific mobile device. I can see the amazing and engaging subject line now: “Hi {firstname}, use your iPhone to receive special offers via text message”.
There are myriad marketing ideas to implement for mobile responders; you just have to get creative with it. After all, you work hard to build out relevant and timely marketing messages, so why not use this insight to ensure you’re not making your audience go through dizzying lengths to be entertained?
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