Key Areas To Review Before Launching a Mobile Email Strategy
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More people are using their mobile devices to check their emails each day. The percentage of people using mobile devices to access their emails or Internet is way over 50%. This is why it’s important to think ahead and start preparing your mobile email strategy. One of the biggest mistakes I see is people will create an email strategy, get all the design work done and then when they are in the testing phase realize that the email doesn’t render properly on the phone. This delays the launch date because the designer has to go back and in change the layout. But, before jumping the gun and launching your mobile email strategy there are some things you will want to review beforehand to make sure you need it.
Is your current content suited for mobile? It is not need to design all your messages for mobile. In order to find out what types of content should be created for mobile you are going to have to test and measure the results. Not everyone uses mobile devices and even those that do still check their emails via desktop from time to time. Don’t forget that mobile email design can change some of the fundamentals. It’s more than just the brief copy, streamlined navigation and narrow table columns. Links and buttons must be easy to read and navigate.- Do your research and find our exactly how many people in your target audience are using mobile devices to access emails and the Internet. There are several tracking services that can help you track activity, audience segmentation, types of devices and the response activity. You might also consider offering a mobile option in your preference center to help you gauge how popular mobile is for your specific audience.
- Revise your copy so that it is tight and to the point. Usually people are on the go when reading emails via phone so you want to make sure the copy is captivating. Segmenting mobile email messages from your overall email campaign can be very beneficial, provided you identify where mobility is a differentiator and then adapt your content to the small screen.
What was your biggest lesson when launching a mobile email strategy?
Photo courtesy of flickr