Posted by Scott Hardigree
Mobile email is becoming very important. One study estimates that 38% of email is now opened on a mobile device. That compares to 33% of email opened on desktop applications.
In my humble opinion, if your company is not paying attention to how your emails look (and behave) on mobile devices you’re already trailing the competition.
So today we’re going to look at a few mobile email marketing trends that you may be able to apply to your program.
Location-based email marketing has come a long way in a short amount of time. Emails can now determine your current location, with each new open. So you could open an email from your favorite restaurant in one town and if you are in a new city the next day you could open the email again and it would list the store that is now closest to your location.
Live email information goes beyond location though. There are live countdowns that can be used for promotions and flash sales. Live emails also include social media updates like a live Twitter feed or Facebook photo stream.
The example above is from a Movable Ink blog post, a company that is really doing great things with live email content.
There are lots of possibilities.
2. More Text, Less Images
One issue with mobile email marketing is the time it can take to load images. But the biggest game changer when it comes to email content is that when images are blocked an image-heavy email is nearly unreadable. Sure, this is also true for emails which are viewed on desktops but given the slower load times it’s all the more important to use text over images, when possible and appropriate.
In the example, Apple uses a green background with a headline image and product image, but the text is actually text. Should the images be slow to load on a mobile device the user would still be able to read the text right away and they would still see the call to action to visit the local Apple retail store.
3. Responsive Email Design
Responsive design is being used on heavily on websites. The process gives users an optimized experience no matter what device they use to view the site. The site owner only has one site to maintain, which makes it different than a mobile site.
Nowadays, a lot of companies are using responsive email design too. Which, if coded properly, allows the email to render differently and depending on the device on which is open. You can adjust width, image size, font sizes and even hide or reveal content blocks or columns.
This example from Twitter, which was featured in this post from Litmus, not only changes (for the better) when viewing on a mobile device but the call to action changes as well, which we discuss in more detail below.
4. Pushing Apps
LinkedIn has an increasingly good email resource for professionals. What’s most interesting about this email, though, is the call to action for the LinkedIn Mobile App.
Like responsive email design, it’s a great way to provide a better experience to users based on the device they are currently using.
Final Thoughts on Mobile Email Marketing
Mobile email marketing is becoming something nearly every company will need to pay attention to in 2013. People are viewing email on their phones at an increasing rate. If the experience is not optimized subscribers will lose their patience.
Take inspiration from the trends above for your email programs.
What else are you seeing in the mobile email marketing world? Share your thoughts in the comments.