In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their mobile email marketing efforts …
Q: What percentage of customers/prospects interact with your organization’s mobile EMAIL messages?
Impact of the device itself on mobile email interaction
“I suspect the cost of service for data plans may impact and somewhat curb the degree of interaction on mobile devices,” said Lucia Panini, Marketing and Communications Manager, Betty Wright Swim Center – Abilities United. “The other factor could be optimization of display, which should become a lesser or no issue with the most recent large-screen phones.”
31% of email marketers do not know their mobile email open rate
“I’m most surprised that a full third of marketers don’t even know if their emails are being opened on mobile! With all the attention ‘mobile’ received in 2012, I would expect that number to be lower. Tracking clickthroughs seem to be a bit harder – I’d be eager to hear how other folks are accomplishing this, technology-wise,” said Justine Jordan, Marketing Director, Litmus.
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Most email marketing campaigns (but not all) focus on three goals:
- Getting the recipient to open the email
- Taking the next step by following the call-to-action in the email
- Clicking through to the final destination, which is often a specific landing page on the website with an action to be taken, such as filling out a registration form
The key performance indicators for email marketing are often open rate and clickthrough rate, and then that final conversion on the website, which can take a number of different forms. A consumer marketing email effort might seek out an immediate purchase, where as a B2B campaign might look for additional information on the email subscriber to more fully populate a database record.
Of course, the key to any email marketing program is getting the recipient to take that first action – opening the email. Without an open, there can be no clickthrough and certainly no final conversion on the website.
With that in mind, improving email open rates should be a priority for email marketers. Based on tweets as a very loose metric, MarketingSherpa Blog posts like “Infographic: Email open rates by time of day,” published at the end of October, and “Email Personalization: 137% increase in open rate from personal note approach,” from a couple of weeks ago, show email open rate is a popular topic with our audience.
To offer our blog readers more on email open rates, I had the chance to speak with Justin Gray, CEO of LeadMD and Software Advice Advisory Board Member. Read more…
Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.
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