Do you know how many of your recipients are viewing emails on a mobile device?
Is that message for mobile or email?
This number continues to increase, and your ability to engage the consumer on the mobile device is going to determine their continued (or lack of) interest in your solicitation.
If your message is mobile friendly, it will intrigue the consumer enough to either respond via the mobile device or go back to the message in their in-box.
Here are a few things that you should definitely be doing:
1 – Track the recipients that are opening your messages on mobile devices. You should take the time to segment them into a special group.
2 – Track the mobile browsers to see if it is worth creating special content for those particular browsers. Less is better on mobile with a clear call to action.
3 – Survey recipients to determine their message type preferences (HTML or text/ mobile friendly).
4 - Use multi-part (HTML and text) as your lowest common denominator, this could cover you until you are able to survey recipients.
5 - Consider restating your main offer or subject line as the first line of the email’s body (before the “If you can’t see this click here.”) By doing this, your recipients will get the gist of your message without needing to see the associated image.
6 – Think hard about your subject lines. If you can get to the point quickly, you can do a better job engaging your consumer.
7 – Try to engage your consumer on social media. Consumers are more likely to engage on social media via their smart phones and don’t mind visiting your social site.
Ask them for their mobile number to build up your preference database. If you do not already have a mobile marketing program, you need to consider putting it in place and keeping it integrated with your email program.