What’s the most effective tool for marketing? Believe it or not, it’s email. And while that hasn’t changed for the last decade or so, what has changed is that today most email is viewed on a mobile device, not a desktop computer. Failure to adapt to this technology shift could reduce the effectiveness of your email marketing campaigns.
Consider this:
*Mobile email users increased by 22% last year, and is anticipated to increase another 23% this year.
*Last year, almost 75% of emails were read on a mobile device of some kind.
*More than 50% of those were opened on a smart phone.
In spite of this data, more than half of today’s businesses have no mobile email strategy to capitalize on these trends. Those who do attempt to move into mobile marketing experience poor results. Nearly 80% of senior marketers aren’t able to track ROI and 50% of mobile ad clicks are typically accidental.
So, what can you do to improve your mobile marketing efforts?
Try this:
*Design a mobile-friendly site – 57% of consumers will not recommend your business if the site is poorly-designed. [Payfirma]
*Provide a purchase option – 49% of online purchases are made via smartphones compared to 36% on desktops. [MarketingSherpa]
*Don’t put all your eggs in one basket – Mobile may be growing, but desktop computers are still strong. Diversify your efforts. [MarketingSherpa]
*Know your audience – One in four online mobile purchases are made by customers over the age of 55. [Payfirma]
*Think social – Studies show that combining email and social media can increase click-through rates a whopping 158%. [MediaPost]
The bottom line: Email marketing is very effective. In today’s mobile world, you need to adapt to the way email is being consumed for best results.
What do you think? We’d love to hear your thoughts in the comments below.
Post contributed by Keith Giles, copywriter for Agency Ingram Micro.
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