3 ways to prepare marketing emails for mobile platforms

On November 23, 2015

Businesses have a range of B2C marketing strategies at their disposal. However, there's one option likely to continue growing its influence. More and more emails are being opened on mobile devices, and it's important that promotional emails are suitable for these platforms.  

With Australia and the rest of the world's growing smartphone use, consumers are spending more time accessing content of all types on these devices.

According to Gartner, more than 300 million individual handsets have been shipped to consumers worldwide this year. While this number isn't growing at such a rapid rate as recent years, the audience for mobile-friendly email content is still on the rise. 

Here are 3 ways to ensure your business is making the most of the mobile revolution. 

1. Follow the consumer

The effectiveness of any direct marketing strategy depends on adapting promotional content to the mediums and platforms consumers prefer. After all, if your content is difficult for people to reach, your audience is unlikely to grow. 

More than half of all emails are opened on mobile devices.

In the case of email marketing, it's essential to be aware of how your audience is accessing this content. Unsurprisingly, the growth in smartphone use means more people are also opening emails on these devices. 

Email analytics provider Litmus analysed the effects of this change, finding that mobile devices are now the lead platform for opening and viewing emails. The organisation discovered that 53 per cent of all emails sent in 2014 were opened on mobile devices. In 2011, this number was just 8 per cent, indicating the speed at which this trend developed. 

2. Know your audience

The way people engage with both their emails and mobile devices depends on a range of characteristics, and it's important to ensure you tailor your mailing lists to the desired demographic. 

Roy Morgan investigated the way the country's mothers use smartphones, finding they exhibit their own unique trends. Businesses that target this demographic would do well to consider these trends, as it's an important lesson in how no group of consumers is the same.

For example, Roy Morgan discovered that Australian mothers are much more likely to enter online competitions or browse brochures on their smartphones. If your direct marketing campaigns can reach this audience, you stand a better chance of creating engagement with the material. 

How does mobile device use change by demographic?
How does mobile device use change by demographic?

According to General Manager – Media at Roy Morgan Research Tim Martin, marketers also need to be direct with this audience. 

"Often time-poor and on-the-go, it seems mothers don't use their smartphones for personal entertainment as much as others," he explained. 

"They are less likely than the norm – and even less likely again when compared with dads – to download podcasts, access news, or stream music, radio or video."

3. Embrace technology opportunities

A fair proportion of the increase in smartphone use can be attributed to the better data options of consumers. Now, the increase in Wi-Fi hotspots, mobile data allowance and speed increases from 3G to 4G mean people are likely to use their smartphones to view a greater variety of content than they did in the past. 

According to Cisco, 2014 saw 64 per cent of all consumer internet traffic involve video content, a figure the organisation is expecting to rise to 80 per cent by 2019. This reflects the growing appetite consumers have for videos, making it a valuable addition to B2C marketing emails. 

The same report also discovered that data use will eventually be dominated by wireless devices such as smartphones and tablets. In these cases, it's essential that direct marketing strategies are produced with these trends in mind. 

The Prospect Shop provides businesses with direct mailing lists and email lists that are targeted to your needs. Contact the team to find out how they can help.

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