How to adapt your marketing programs for mobile.
It’s not just about making your emails look good on mobile devices, you need to think in terms of opportunities, such as:
- Optimizing for mobile viewing
- Optimizing for mobile context
- Maximizing relevance
1. Optimizing for Mobile Viewing
Responsive design adjusts your email so it displays according to the size of the viewer’s screen. It gives you an enormous amount of flexibility to add, remove or rearrange the email’s content so that subscribers will have the very best experience, no matter what devices or email clients they read your email on.
Before launching your campaigns make sure that the messages look as good as intended on the many devices and email clients used by your readers, ranging from phones and phablets to tablets and desktops. Pre-send testing across all mobile devices and email clients is something email marketing solution providers typically automate for you. If not, use Litmus for testing.
2. Optimizing for Mobile Context
When marketing automation programs first became popular they were often synonymous with nurturing B2B leads by sending a series of big PDF whitepapers. These days, most of us are not going to read a lengthy document on a mobile device. B2B or B2C marketers need to rethink messaging programs so that they make sense for the mobile experience.
News publishers, for example, can automate pertinent news alerts. With responsive design, when the reader opens a message on mobile, she sees the alert. When the same message is opened on a larger screen, additional content may be promoted.
Scrolling is OK
Before the mobile age, expecting users to scroll down to find content was inefficient. Now, scrolling and swiping — are back. Instead of sending a PDF, just include your key points within the message body, even if it requires scrolling.
One-click call to action
Make your call-to-action suitable for readers on the go. You have their email addresses, so why make them jump through hoops and complete cumbersome forms? Enable one-click responses — e.g., letting readers register with a click or ask to get a reminder for something they can open when they are back to a larger screen.
3. Maximizing Relevance
The top currency today is your audience’s time and attention. They are not going to waste it on anything that isn’t valuable to them. You aren’t going to be happy with marketing automation results if you haven’t maximized the relevance of message content.
Luckily, the hardest data challenge for customer-centric marketers in the mobile age is relatively easy to solve for email marketers. Cross-channel marketers often struggle with identifying clients across devices. But email marketers have it relatively easy because the email address identifies the individual customer regardless of whether the message is being read on a phone, tablet or laptop.
You already know that mobile apps and websites can retrieve individual’s location in order to personalize content and recommendations accordingly — e.g., walking directions to your closest coffee joint. But did you know that email marketing can also be geo-targeted based on where your audience has read their messages? Don’t stop at location-based targeting. Combine it with all other customer insights to better segment, target and personalize messages.
Automated content personalization and recommendations
Maximum relevance means that each recipient of your email messages will see different content based on his or her unique interests and intent. For example, an email from your favorite cooking site may show you and me different food and drink recipes based on what each of us likes.
But how can you possibly write masses of personalized messages for millions of individuals? Email messaging automation solutions can help facilitate this based on machine learning and predictive intelligence. These algorithms take into account each individual’s past interactions with emails and clicks on your website. Based on that data, the solutions automatically identify and promote the content within email messages that each individual is most likely to engage with.
The mobile experience requires a big step forward for marketing automation programs and supporting technology. It is no longer enough to drip-nurture prospects with targeted and timely emails. Instead of the old static email content, message content needs to be automated dynamically in order to achieve the relevance that is needed for success in the mobile channel.-CMSWire