August 6, 2008

Mobile Email Marketing Best Practice

Contributing editor Gregory dropped off an article on my desk the other day published by Direct Magazine offering tips on mobile email marketing. (Greg works alongside with me in corporate online marketing department where he manages email deployment for 10+ eCommerce sites; so he knows a thing or two about email marketing).

The article is very well written and an easy read, the main take away is that mobile devices do not always render traditional HTML emails and has a much smaller fold roughtly 320px in most cases. Marketers should produce a clear, call-to-action message and keep the email in a single column format for the smaller screen. I highly recommend marketers to give this a read. (Link)

Key points:
*Focus messages and calls to action
*Use prime real estate effectively
*Use a single-column setup
*Limit links
*Think about how you link

1 comment:

greggstyle said...

Hi Andy,

I loved the article I left you and it's great that you are sharing it with everybody!
Nonetheless, I feel like there are still 3 others important points:

- Email Size: "The lighter the better"
When you get your email on a smartphone, most of the time you do not have a great Internet access. Therefore, images must be limited in order to read it fast and correctly. The point of reading is email on mobile device is to go fast..

- Call to action: "the 2 sec' rules"
Usually when Internet user received an email in there inbox and read it on their computer, companies have 3-4 sec' to catch customers's attentions and to make sure they understand the main topic of the email.
Well, with email received on mobile phone, it's even shorter as it is supposed to be between 2-3 sec'. So the content must be clear and readable in that amount of time..
Again, the whole point is to go fast.

- Text.. text .. and text again!
As a iPhone addict, you can set-up the numbers of line you wish to preview. Which makes even more important the text that you put above your actual creative.
It will help you to increase or lower your open rate..