Make it mobile – evolving email marketing alongside technology

As mobiles become the go-to destination for emails, marketers are competing against more messages on a smaller screen. Jenna Tiffany at Communicator looks at how to make your email marketing messages stand out in a mobile world.

Almost half of consumers (44%) couldn’t make it a day without their mobile device. Over one in 10 (11%) would last less than an hour. Of those, more than half (52%) check their smartphone at least every 5 to 10 minutes, according to research from Bank of America. Smartphones are fundamental to many people’s daily lives and to reflect this, brands have to deliver a comprehensive mobile offering. The mobile journey must be seamless and brands that are ensuring this are already reaping significant rewards. For instance, nearly half the sales in 2015’s Black Friday were from smartphones and this trend will only continue as long as the experience improves.

Consumers crave an optimum mobile experience, anything less will turn them off your brand and direct them to competitors with a more mobile-friendly proposition. Last year, Google updated its search algorithms to lower the page rankings of thousands of sites that are not ‘mobile-friendly’, putting pressure on brands to have sites optimised for mobile. Brands that don’t change run the risk of being pushed to the bottom of the pile.

What can brands do to engage consumers via email?

Consumers are increasingly channel-agnostic and want a seamless journey. According to Communicator’s recent benchmark report, 60 per cent of email opens are now on mobile and tablet devices. We’re also now seeing a higher percentage of clicks from mobile and tablet devices. By developing relationships with customers at every stage of the journey, brands will be able to engage in meaningful interactions with consumers.

There is a huge opportunity for brands to target consumers via email on mobile. Smartphones are now an extension of people’s arms – they take them everywhere. From a retail perspective, we know that shoppers are spending on the go with UK mCommerce spend doubling in Q1 2016, according to the latest IMRG Capgemini eRetail Sales Index Report. Email is encouraging spend with direct links for purchase and personalised deals and offers sent directly to consumers’ fingertips.

A strong mobile offering equals strong customer experience

Mobile is at the heart of customer experience. When done correctly, mobile ensures an efficient and easier experience for consumers. However, with emails increasing year on year by 28 per cent, consumers can very quickly scroll past messages if brands don’t stand out from the rest. Personalisation is particularly important here. Consumers expect a tailored approach that goes beyond the first name – especially on mobile with smartphones centred on being the answer to all your personal needs and wants. Consumers want information quickly so from ensuring the design in emails is optimised for mobile to making it easy to click CTAs, usability on mobile is everything and must be considered.

We know that smartphones and tablets aren’t being ignored by email marketers but there needs to be a greater emphasis put on its importance. They represent a massive part of all email interactions and revenue. With new technologies increasingly entering and impacting the industry such as virtual reality, email is being impacted and brands must be aware of future opportunities such as in-email purchasing. The brands that push the boundaries with mobile and new technologies will maintain and obtain consumer interest and push ahead of their competitors.

By Jenna Tiffany
Lead Digital Marketing Strategist
Communicator