BLOG

Digital Summit DC: Get Email Right in the Mobile Era
By Alexandra Green / September 15, 2016

This is a huge week for digital marketers. As Digital Marketing summit DC draws nearer, marketing and content leaders are getting ready to transform their strategies in the digital commerce ecosystem. Not surprisingly, amongst the hottest topics at the summit we can expect a sharp focus on mobile marketing. The big discussion continues to center around creating strategies for growth and engagement that keep up with the rapid changes in mobile technology and consumer behavior. Join our VP of marketing Sean Shoffstall, as he co-hosts a round table discussion on how digital marketers can maximize opportunities and thrive on the mobile platform. Until then – let’s delve into how mobile is dominating online commerce and what you can do about it.

Mobile Stands Out Like a Sore Thumb

4 out of 5 consumers use their smartphone to shop and 70% of mobile searches result in online action within an hour. Not many marketers are questioning whether they should go mobile anymore. It’s virtually impossible for brands not to have a mobile strategy in place. Mobile is the new hub of everything from e-commerce, social, email, TV, video and even music. Nowadays, the conversation’s not about having a mobile strategy, it’s about having the right mobile strategy. Brand’s need to be thinking creatively about how mobile can improve their reach, create new audience segments and revenue streams and reach the right customers with the best experiences.

Does it make sense to have a standalone mobile marketing game plan or is mobile more effective when integrated into a wider digital strategy? What do marketers need to consider when taking an integrative approach to mobile marketing? Let’s take a closer look at the ins and outs of developing a successful mobile email strategy.

The Proof Is In The Pudding

Companies that are selling in the digital sphere are directly affected by mobile. An average of 16% of revenue comes from mobile, while 20% of sales are influenced by mobile engagements. Even if your brand isn’t selling online, mobile accounts for 50% to 70% of all consumer interactions with brands. So, how did mobile even step into reigning power so quickly?

Essentially, people have intimate, emotional relationships with their smartphones. They check their phones in the morning, day and night, on the go, at work etc. Mobile devices are used for social connection, research, navigation, entertainment, banking, shopping and more. What does this mean? Habitual behaviors lead to habitual purchase patterns. While the emotional connection, thrill and convenience of buying something on the spot accounts for a lot of “impulse revenue”, marketers should be vigilant with their approach. Clumsy attempts at engagement on this platform can have an intrusive and damaging impact on the relationship and the brand.

Data Speaks Louder Than Trends

Before developing a mobile strategy, brands need an unobstructed view of all customer data across channels. Strategically, this data provides insight on the customer journey, how mobile fits into that and whether a more holistic strategy should be developed. According to eMailmonday, mobile email will account for 15 to 70% of email opens, depending on the target audience, product and email type. Many companies are opting for creating a stand-alone mobile marketing strategy as soon as they see that the majority of their customer traffic or engagement is coming from a smartphone. This approach can successfully mitigate data silos if mobile is not an intrinsic part of a company’s digital marketing efforts. However, integrating mobile into a wider digital strategy considers the omni-channel customer. According to a commerce mobile report, email marketing generated 26.7% of sales on mobile phones, compared to 20.9% on desktop and 23.1% on tablet. Most people have more than one device and what they’re doing changes based on which device they’re using. Aggregating customer data into a single customer view addresses the marketing challenges of quality and accuracy in data, helping marketers to tailor their approach, messaging and tone to cater to a user’s context.

Mobile Optimization: Getting It Right

Even if most traffic is coming from a mobile device, marketers still need to look at metrics like specific device usage (iOS or Android, smartphone or tablet), user acquisition, engagement such as social shares, bounce rate and various email statistics like CTR, Opt-Out etc. to understand how to cater to customers in a mobile world. Furthermore, demographic data influences much of the behaviors that marketers are seeing. Conversions on phones for the 18-30 age group are at 43%, while only 10% of the 65+ age group converts on a mobile device. Email opens on mobile phones are also higher for the 18-20 age group at 51%, but only 13% for the age group 65+. Companies must be aware of what their target audience wants from the mobile channel and how exactly they’re using it before they can get into more sophisticated mobile strategies like segmentation, personalization and geo targeting.

Who’s All Aboard The Mobile Craze?

How important is mobile optimization? Nearly 72% of consumers will delete emails if they don’t look good on mobile and 45% of consumers have unsubscribed from promotional emails because the emails weren’t responsive. While the “State of Email Marketing by Industry 2016” report from Getresponse indicates that 66% of marketers use mobile optimized templates, only 18% have templates that support dynamic content. Responsive design merged with strategies like contextual content and augmented reality have catapulted leaders like Amazon, Uber, IKEA and Google to the forefront of the mobile playing field.

Amazon uses contextual content in a simple, clear and straightforward email template, allowing multiple clicks inside an email to collect preferences and negative preferences.

amazon-contextual-content

Ikea focuses on engagement with an interactive home planner app, where customers can place virtual furniture in their home.

ikea-virtual-reality

Uber nails the ideal mobile template layout with minimal text, social connectivity, big CTA button and a simple graphic.

uber-email

It Takes Mobile to Tango!

Are you ready to cut to the chase and jumpstart or innovate in this quickly evolving channel? Join Blue Hornet, a premier sponsor and keynote at the 2016 Digital Summit DC, where we’ll be discussing all things mobile and email. Our VP of marketing Sean Shoffstall will explore the twists and turns of mobile marketing in this interactive roundtable discussion that includes:

  • Advantages/disadvantages to mobile campaigns
  • How mobile is evolving email
  • Tips for designing for mobile
  • Why content marketing thrives on mobile
  • What is next for mobile?

Come on out and get key takeaways that will help you develop your mobile strategy! Need another great resource? Check out www.thinkwithgoogle.com. Marketers can access a flood of case studies and statistical data about smartphone use and mobile commerce, as well as clear insight into what does and doesn’t work in mobile strategy.

Filed under:
,