They’re everywhere you look, aren’t they? There, in the line to use the ATM after work. Or behind you in the checkout line at the supermarket. Waiting for the lights to dim and the previews to start at your local cinema. Who or what am I talking about? I’m sure you can guess but in the interest of keeping things snappy I’ll just go ahead and tell you. I’m talking about people - people who are staring at some kind of mobile device.
It could be a smart phone or a tablet, but what it is, isn’t important. It’s what it does that you, as an email marketer, should be interested in. It allows you to check your email from anywhere.
Soon enough smart phones and tablets will be the premier way to check email, and if you want your emails to reach your target audience, you are going to have to optimize your email campaigns for the brave new mobile world. Here are a few tips you should keep in mind.
Your Savior, The Subject
I have to admit, I’ve written about this subject before and, chances are, I will again in some form or another, and when I do I’ll say the same thing: The subject line may be the most important part of your email. More so than ever, when mobile users are the focus of your email campaign, the subject needs to be short and attention grabbing. Don’t give them the option to skip over your email.
Keep The Message Focused
Remember who you are sending these emails to. When reading email on a mobile device, there is a good chance that you are on the move, between work and home, running errands or just plain killing time. If your subject line was good enough to get your email opened, don’t ruin your chances with a long winded rambling message. Get to the point and make your call to action clear.
Easy On The Images
Of course, you want your email to be beautiful, sophisticated or, you know, cool looking. Again, remember who you’re trying to reach. Too many images and, depending on the mobile provider your target audience subscribes to, your email may not load. Play it safe and keep images to a minimum.
Follow Through
So, your email is concise, your subject a real eye catcher, and you are ready to send. But wait, what happens if your reader, excited to see more from you and your brand, heads to your website after reading your email. One thing’s for sure, if someone clicks a link that leads to your site from an email that has been optimized for mobile devices and lands on a regular sized page, say goodbye. Make sure that you have mobile friendly landing pages for your readers that can’t get enough.
Check Your Results
Before you go all out on your new mobile email marketing campaign, check and recheck your emails on every different device you can get your hands on. New blackberrys, old blackberrys, iPhones 3 and 4, Android and Google phone, and don’t forget those tablets. Once you are certain that your emails look good, no, great, then send away.
There is no doubt that we are living in a mobile world, and if you're being honest, we have been for a while now. Make the most of your email marketing campaign and optimize for mobile.