Be on the winning site

By Noemi Gobel

2015-10-14

Mobile has truly taken over the world. This means that lots of digital marketers have some catching up to do - but is it really worth it? The answer: without a doubt, yes.  

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To say “mobile is everywhere” is something of an understatement. Smartphones, tablets, and more recently wearables and smart-home devices have become a key element of how we communicate, work, relax, or just are around one another in general. We have the numbers to prove it: 9 out of 10 Swedish teenagers have access to a smartphone, more than half of US media consumption happens on mobile, 9.3% of digital buyers in Denmark, Finland, Norway and Sweden combined have made digital purchases via their phones, and even our own statistics show that mobile email opens have climbed up to 57% in this last quarter alone[1], which means a year-on-year increase of 11%[2].

What all these mobile devices have done – among other things – is to noticeably change basic interactions with email marketing consumers. It is now much easier for people to choose what reaches them and what doesn’t. Think about it: we check our phones 150 times a day. Each notification we receive makes us reach for our device. This has resulted in not only speeding up communications with our receivers, but them setting the rules that suit them personally. Suddenly, details like sender’s names, subject lines and pre-headers are becoming vital in the fight to grab attention in the mobile inbox. With 8-9 seconds on average to scroll through an email, the value and relevance of marketing sendings are severely put to the test.  

Today’s consumer wants to receive hyper-personalized emails with uniquely relevant content; they prefer reading emails when they have the time, on their terms; and they won’t ever linger on a website they find hard to navigate with their thumbs. All this makes it extra important to look at and build on statistics that tell you more about your subscribers and their behaviour. Some that checked your email in the morning might check again in the evening, and then go through your website or your campaign on their desktops. As marketers, we should focus on when people have the time to browse through our offering, or what our Google Analytics data tells us about having the most visitors on our website.

Happily, all these changes in consumer behaviour are as much an opportunity for success as they are challenges for our business. So what can you do to engage your mobile customers? Adapt triggered email campaigns - they generate 4 times more open-rates than normal sendings do. Optimize your website for mobile devices. Think about your content and its relevance for your audience, making sure that you have a measurable goal in mind. Taking even one of these steps will go a long way in creating a stronger bond with your mobile recipients than ever before.

Mobile devices have made a lasting impact - not only on our industry, but on civilization as a whole. It is up to us as email marketers to decide how to address this particular impact. Don’t forget: email is still the channel that drives the most revenue, on mobile or off. So maybe the mobile revolution is like a strong sea wave: you can allow it to wash over you and hope for the best, or you can grab a surfboard and ride the wave to new lands of lead conversion, high ROI and other fruitful opportunities. The choice, ultimately, is yours.

[1] Drawn from APSIS server statistics.

[2] See our 2014 Mobile Report for earlier statistics.

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