Mobile email marketing: a new focus for your campaigns

04/05/17

Among all the transformations we have witnessed in consumer behavior over the last few years, there is no denying the role of the mobile. In email marketing could not be different: the participation of mobile has been growing and taking the place of the desktop as the leading platform. Check the data we have selected to support your strategic planning.

Average internet access on mobile devices has surpassed the desktop in 2016 and this is just the beginning. The reality of the consumer is omnichannel and does not allow us to treat the points of contact with the brand alone. Brands need to be where the customer is, at the right time and with the right message. And to get the most out of multichannel strategy, one of the essential tools is email.

Inbox

There is no tool more valuable than well-executed email marketing: first because of its tendency to generate more ROI than any other digital channel, including SEO and social media; Second because e-mail can amplify the strength of other digital channels, either through a cart abandonment campaign or by redirecting the customer to videos on the brand’s social networks.

In addition, the platform is the most complete when we talk about points of contact during the journey of the consumer: from site navigation to retention and relationship. Automated lifecycle marketing campaigns that accompany the customer in their path, using a personalized and relevant communication, are fundamental to increase the lifetime value and generate engagement with the brand.

Based on a survey of upload data made by Pmweb, it was possible to track the growth of 5% in the opening rate and 25% in the clickthrough rate via mobile, compared to desktop and tablets from 2015 to 2016.

This growth is a declaration of the mobile protagonism. According to the E-mail Statistics Report, 2014-2018 of the Radicati Group, it is expected that by the end of 2018 mobile e-mail users will total more than 2.2 billion globally, representing 80% of the total volume Of users. Yes, eighty percent.

Powerful data

Sending responsive e-mail is no longer a differential: it is a necessity for every brand that wants to remain relevant. Responsive templates are an essential guide to good performance in any campaign, and the versatility of the options available enables a level of customization that justifies the increase in clicks indicated by the statistics. But mobile is not all the same, we need to know who we’re talking to before we do any firing to the base. Where does my client access and how long do I have to get it?

Among the devices most used, the iPhone leads with 60% of the volume, being the most popular platform in the mobile e-mail space, followed by Apple iPad (21%) and Google Android (18%). Apple users are fast e-mail readers, reading their emails for up to 3 seconds via Ipad and Iphone. That is: you have up to 3 seconds to make yourself interesting. Do you understand why there is no space for non-responsive campaigns?

Talking back, we found that the responses sent by smartphones are 54% faster than those sent via the desktop, with an average response time of only 28 minutes, followed by the tablet with 57 minutes, and finally, desktops with 62. There is a sense of urgency in mobile interactions, which may result in greater engagement and conversion if you send the right message.

Also, even tho size isn’t everything, responses sent from mobile devices are 60% shorter than those sent from desktops. Responses via mobile have an average length of 20 words, followed by a tablet with 27 words and 60-word desktops (Yahoo).

In short: e-mails adapted to mobile reading offer the brand a unique opportunity to connect with these fast, interactive and time-consuming users. Take advantage of the data provided by your database to avoid making the most annoying users: receiving too many emails (44%), non-relevant content (37%), poor button experience (32%) and lack of Responsiveness (21%). Your company has gold in the database. Activate this treasure to deliver a true value experience in your (future) client’s inbox.

And do not forget, email is one of the key tools to increase conversion and engagement. SMS, push and media should also be considered to accompany the consumer journey in a fluid and relevant way.