Last updated on June 14th, 2016
Marketing is notorious for its need to change and adjust to consumer trends. So it is no surprise that marketing’s effectiveness is dependent largely on whether or not it employs engaging tools and materials. So what is next shift in marketing focus? Mobile-optimized content.
Currently more marketing emails are read on mobile devices than any other system. In fact, from 2011 to 2013, email opens on mobile devices increased 30%. Despite the spike in opens on mobile, it is far more difficult to turn those opens into clicks.
Take a look at the over all total clicks on marketing emails:
- Webmail: 19%
- Desktop: 14%
- Mobile: 11%
Clicks continue to decrease on mobile while opens continue to rise. So what does this mean for marketers? It is time to adjust to a new style of email. Here are the top 3 ways you can make your marketing emails more effective through mobile-optimized content.
1. Short and Sweet.
Keep your content engaging and to the point. Mobile readers are often on-the-go and have no time for reading lengthy emails. More than that, they are reading on smaller screens so having to scroll too much is a deterrent for most mobile readers. Be sure your marketing email gets directly to the point – and quickly.
Even if you have spent a great deal of time creating an email that is direct, some readers may just not have time to read at the point of open. This does not mean all is lost – many will bookmark to read for later if it peaks their interest.
An interesting use case from Do Lectures not only includes “Read Later” links to save the articles on Instapaper, but they give you an estimate of how long it will take to read the article.
2. Images, Images, Images!
Take a look at the figure above – you don’t see much text do you? That is because the movement to more image-focused emails is well underway.
A recent study was done to track participants interaction and engagement with mobile content. The attentional and emotional engagement was tracked through the use of EEG transmitters and special glasses to track eye movement. Their findings fully supported the belief imagery is the new king.
They found that the bigger the image was, the more focus was observed.
Big images encourage positive emotional and attentional engagement. For the most part, lengthy text was overlooked and focus went directly to price (or discounts) and the largest images on the screen.
– VS –
The study also found that more often than not, users skipped the product information entirely. Take a look at the emails above. The one to the right has very little text and uses a clear Call To Action button at the bottom (but still above the scroll line!). The one to the left showcases more images but has very lengthy product descriptions below each product and unclear CTA’s. Which do you think will get higher engagements? Time and time again – the one on the right will prove to see higher clicks.
In the same MailChimp study mentioned in point #1, they found that 87% of participants read their work and personal emails together. When personal and business lives weave together, it is even more important to make your messages stand out through personalization.
With so many companies vying for attention, you will be able to stand out through personalizing your emails. This does not mean “Dear *name*” emails – those are frankly old news. Truly personal content stems from using individual behaviors. Use past purchase history, order information and website behaviors to create dynamic content that immediately relates to your readers.
Many companies are already tracking important behavioral activity (check out Silverpop, Pardot, Marketo, Bronto). Integrate this data with your eCommerce information, and you have an unstoppable mobile content strategy.
What are other ways you optimize your content for mobile engagement?