Did you know that nearly half of all emails are opened on a mobile device? That’s not surprising given the fact that we live in an on-the-go culture where information is now accessed online 24/7. Ten to fifteen percent of all web traffic is done from a mobile device, and after reading a recent Inc.com article, “Mobile Marketing Strategy: Where to Start” by Jon Miller, we thought it might be helpful to provide a few tips for those just dipping their toes into the waters of mobile marketing for the first time. Below, you’ll find a few tips that we’ve found helpful for our B2B clients in the healthcare, insurance, and technology industries.
- Design emails for mobile. According to the Inc.com article, more than half of all marketers are not designing their emails for mobile. This is important because it means that they are missing huge opportunities to engage with prospects and current audience members. Not only that, but if marketers aren’t optimizing their emails for mobile, that means that the person on the other end of the email may receive an incoherent, jumbled email with formatting issues. This can turn people away from not only your email, but your company as well, because it indicates a larger issue – your company appears unable to adapt to current technologies and trends in the marketplace. The solution? Make your emails scalable or responsive.
- Scalable email design – the layout is clickable, the type is readable, the design avoids large widths and includes big type and big buttons.
- Responsive email design – the layout of a page responds based on screen size proportions; increasingly common for both emails and websites.
- Keep the end user in mind – simplicity is your friend. Make sure that in your marketing communications, you make them as user friendly as possible. If you’re asking someone to fill out a form (either on a website or in an email), keep it simple and to the point (no one likes filling out a ton of fields and this often discourages them from filling out the form at all). On our website for example, we ask that website visitors fill out forms to receive our white papers, below is an example:
- You should focus not only on optimizing your emails for mobile, but you need to make sure that your company website(s) and landing pages are optimized as well.
For 2014, we are already seeing a lot of industry chatter about the importance of mobile, and we’ll continue providing updates throughout the year on mobile marketing best practices.
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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