Email Marketing To Mobile Easy Pickin’s

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Email Marketing To Mobile Mission Impossible

Both headlines are true. I wish it was different, but I would be lying if I said it was. The truth about email marketing to mobile is that it is one of the most complicated situations that marketers have faced in recent times.

Fact 1. Email marketing to mobile is easier than ever before

This is true, and it is really welcome news. With more and more people using their mobile devices (iPhone, iPad, Android) to open email, the number of email opens has risen dramatically. People are more likely to open emails in real time if they are using a mobile device. Those on desktops, laptops and old school tablets are more likely to open emails either at a specific time (if they are disciplined), or when they first sign on. They also likely aren’t on their computers all day long like many mobile users.

Email marketing to mobile

Fact 2. Email marketing to mobile is harder than email marketing to desktop.

This is also true, and it is most unwelcome news. The click to open (CTO) and click through rate (CTR) is substantially lower on mobile devices. So much so, that email marketing to mobile requires some serious rethinking. It gets even worse when you consider that the vast majority of dual users (those with mobile and computer access), are 32% less likely to look at an email on their computer that they have already opened on their mobile. In other words, they have opened your marketing email and have failed to click through, and aren’t going to click through because they aren’t going to reopen your email on their computer.

Email Marketing To Mobile Solutions

3d Man With Mobile Phone by David Castillo Dominici,fdpAll of this is good to know, but it doesn’t solve the problem. Still, it does show that we are at a tipping point in marketing where a new genre of media access is about to become dominant. The root of the problem is difficult to understand, but there are a number of things that we, who plan on email marketing to mobile, can undertake to optimize our chances of success.

~> If you haven’t already done so, make sure that your website is mobile friendly. This cannot be stressed too much.

~> Ensure that your emails are optimized for mobile as well. If they aren’t, you are going to miss out on a huge chunk of the market

~>  Know who you are marketing to. I know this is stone-age stuff, but it matters more now than ever.

~>  Know what devices you are marketing to. If your products lend themselves to desktops users (those that fall into that age cadre), then tailor your email marketing to them. If you are marketing to twenty somethings you MUST optimize to mobile.

~> Know when the customer receives and opens their email. Then market to those trends. Ignoring them is shooting yourself in the foot.

It is going to take time to adapt and to overcome this obstacle of email marketing to mobile, but it is doable. At the very least, be cognitive of it and willing to make changes when it becomes apparent that certain actions produce predictable results. Are YOU mobile ready?

Till Next Time….

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Sigrid McNab

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About Sigrid McNab

Sigrid McNab is the author of #1 Amazon Best Seller, speaker and the CEO and Founder of Sigrid specializes in blogging, attraction marketing, and generating highly qualified leads. Sigrid teaches people how to build a successful online business.

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