As a technology marketer your leads and prospects are likely to be more savvy than most about the latest whizz bag tech gadgets and platforms. It’s even more likely that they’re going to end up reading your inbound marketing email on a mobile device. By rough estimates at least half of us do these days, while the percentage who will bin that email if it doesn’t display properly is even higher. So how best to target this time poor but highly tech literate, increasingly mobile audience which has soaring expectations around user experience?
Optimising your marketing emails for mobile sounds like a no-brainer. But with so many varieties of devices and email providers creating a responsive design will take longer than you think. Bear this in mind when planning your campaign. A good first step is to invest in a reporting tool which can help you understand exactly which devices, platforms and email clients the majority of your leads are using. It could also help you to understand if they are opening emails but not clicking through from a call to action.
Here are a few more suggestions on how to get those leads to open, click and convert on their mobiles:
- Ensure your brand name is clearly visible in the “from” header; a call-to-action in pre-header text; and a subject line which explains in a few words why your lead should care.
- Use a reporting tool to research when the best time of day is to send an email.
- Topicality and seasonality are effective ways to increase open rates.
- Consider using location and time to tailor your messaging; ie a café could appeal to local residents with a morning email offering discounted breakfast/coffee.
- Ensure your HTML scales properly – readers want to scroll down vertically, not horizontally.
- Keep images and animated GIFs to a minimum and ensure they’re optimised for the web.
- Make it a highly readable and clickable template with short, snappy content.
- Ensure there’s plenty of space around buttons and links so users can tap easily on their smartphone.
- Design your site with mobile devices in mind so that viewers aren’t put off if they click through from an inbound email.
Open, click, convert: several steps to mobile marketing success
As a technology marketer your leads and prospects are likely to be more savvy than most about the latest whizz bag tech gadgets and platforms. It’s even more likely that they’re going to end up reading your inbound marketing email on a mobile device. By rough estimates at least half of us do these days, while the percentage who will bin that email if it doesn’t display properly is even higher. So how best to target this time poor but highly tech literate, increasingly mobile audience which has soaring expectations around user experience?
Optimising your marketing emails for mobile sounds like a no-brainer. But with so many varieties of devices and email providers creating a responsive design will take longer than you think. Bear this in mind when planning your campaign. A good first step is to invest in a reporting tool which can help you understand exactly which devices, platforms and email clients the majority of your leads are using. It could also help you to understand if they are opening emails but not clicking through from a call to action.
Here are a few more suggestions on how to get those leads to open, click and convert on their mobiles:
Ensure your brand name is clearly visible in the “from” header; a call-to-action in pre-header text; and a subject line which explains in a few words why your lead should care.
Use a reporting tool to research when the best time of day is to send an email.
Topicality and seasonality are effective ways to increase open rates.
Consider using location and time to tailor your messaging; ie a café could appeal to local residents with a morning email offering discounted breakfast/coffee.
Ensure your HTML scales properly – readers want to scroll down vertically, not horizontally.
Keep images and animated GIFs to a minimum and ensure they’re optimised for the web.
Make it a highly readable and clickable template with short, snappy content.
Ensure there’s plenty of space around buttons and links so users can tap easily on their smartphone.
Design your site with mobile devices in mind so that viewers aren’t put off if they click through from an inbound email.
Open, click, convert: several steps to mobile marketing success
As a technology marketer your leads and prospects are likely to be more savvy than most about the latest whizz bag tech gadgets and platforms. It’s even more likely that they’re going to end up reading your inbound marketing email on a mobile device. By rough estimates at least half of us do these days, while the percentage who will bin that email if it doesn’t display properly is even higher. So how best to target this time poor but highly tech literate, increasingly mobile audience which has soaring expectations around user experience?
Optimising your marketing emails for mobile sounds like a no-brainer. But with so many varieties of devices and email providers creating a responsive design will take longer than you think. Bear this in mind when planning your campaign. A good first step is to invest in a reporting tool which can help you understand exactly which devices, platforms and email clients the majority of your leads are using. It could also help you to understand if they are opening emails but not clicking through from a call to action.
Here are a few more suggestions on how to get those leads to open, click and convert on their mobiles:
Ensure your brand name is clearly visible in the “from” header; a call-to-action in pre-header text; and a subject line which explains in a few words why your lead should care.
Use a reporting tool to research when the best time of day is to send an email.
Topicality and seasonality are effective ways to increase open rates.
Consider using location and time to tailor your messaging; ie a café could appeal to local residents with a morning email offering discounted breakfast/coffee.
Ensure your HTML scales properly – readers want to scroll down vertically, not horizontally.
Keep images and animated GIFs to a minimum and ensure they’re optimised for the web.
Make it a highly readable and clickable template with short, snappy content.
Ensure there’s plenty of space around buttons and links so users can tap easily on their smartphone.
Design your site with mobile devices in mind so that viewers aren’t put off if they click through from an inbound email.
