Mobile Email Marketing Optimization: Tips for beginner and advanced marketers from four experts
In the article from today’s MarketingSherpa Chart of the Week newsletter, we share data produced exclusively for MarketingSherpa by Adestra and Econsultancy, which identified the mobile email marketing optimization techniques that most commonly produce excellent email marketing ROI.
You can take a closer look at the data in the article – Email Marketing Chart: ROI from optimizing email for mobile devices – but here’s the punchline: Optimizing emails for mobile is more than three times as likely to generate ROI.
If you need data to help justify the budget, resources, and buy-in you need from business leaders or clients for optimized mobile email marketing (or if you’re already optimizing your mobile email marketing but need resources to move to the next level), the chart is an excellent asset.
So now what? Let’s say you get the resources … where do you begin? Or perhaps you’re already several years down the road, but are running out of ideas on what to do next.
To help with your mobile email marketing, we interviewed four experts who gave us invaluable tips for both beginner and advanced mobile email marketers. We’re including all the tips in one blog post to allow you to easily scan because, let’s face it, one marketer’s “beginner tactic” is another marketer’s “advanced idea.”
Let’s get started …
Tip #1. Start simple
No matter your budget or resources, adding tasks to your department’s already overflowing plate is no easy feat. This is especially true when you consider the proliferation of mobile device types, screen sizes, operating systems, email readers, and download speeds.
(You can multiply that complexity several times over if you have an international customer base.)
But the experts we interviewed encouraged marketers to simply get started on the changes you’re capable of making right away, and not trying to swallow all that complexity with one bite.
“Most of those just starting on the mobile optimization journey feel overwhelmed, so they should keep in mind that simplicity is often the best route,” said Monica Savut, Senior Research Manager, Econsultancy. “Focusing on the core components is key, from using a single-column design and hiding content that might not be essential in a mobile view, to including a mobile-friendly pre-header and designing for ‘fingers and thumbs.’”
“For companies just starting to put a mobile strategy together, simplifying is key,” agreed Aaron Pearson, Product Manager, Listrak. “Simplify you template and layout; simplify your content such as copy, buttons, and images. A mobile-optimized template doesn’t necessarily have to be responsive, so don’t worry about spending time developing a hugely complex system to deliver content to your subscribers. Instead, focus on iterating your content strategy and begin to improve the conversation with your audience.”
