|What changes in email
marketing are caused by the mobile diffusion?
Market penetration and
diffusion of mobile devices is more and more increasing, thanks to the
possibility to access the internet through it, the connection to social media,
the presence of photographic devices and music players. So, what about
marketing? Which are the new opportunities to grasp?
If we closely look at the United
States, we’ll discover that Smartphone users
primarily send and read emails: about 38,5% of the time on the internet through
And also Comscore confirms such trend in the American market,
detecting how this past year the use of email via mobile grew by 36%, where the most incline age range is
that between 25 and 34 years of age.
Even in Europe, there are more
and more Smartphones: 23% of users usually have an advanced mobile device to
check their mail; such trend, in Italy, regards 26% of the Internet population.(E-mail Marketing Consumer Report 2010) [link t http://www.contactlab.com/email-marketing-consumer-report.html]
But how is it really possible to enhance the
communication with users on the go?
First of all, by optimizing
the messages for visualization on
mobile; considering that the sizes of the screen are reduced: if visualization
of newsletters is not optimized also communication effectiveness could be reduced since the user will have to continue
scrolling the email several times to read the entire message. The advice is to
test visualization of each email on Smartphone typologies (BlackBerry, Iphone,
etc.) to verify that they are always correct.
To guaranteeusers the best use of emails when they are
moving around, the optimization of
contents should not be underestimated. Allow for your reader to get all the
information: choose an appropriate sender wording and be strategic in the subject
copywriting where you need to give the right importance to the key words
graphic layout composition and arrangement of the images, define text size so
as to be readable and insert calls to action possibly at the beginning of the
Do you know who your users
are? the ones who mainly read from mobiles? Consider this when planning your
email marketing program: accomplishing a
clusterization of mobile users in your databases will make it possible to create
optimized newsletters with customized advertisements, dedicated to those who
check their mail via Smartphones.
The communication with users
on the go can be enhanced through specific promotional
strategies:knowing that users almost read their emails in
real time can be the precondition to plan offers available for a limited time only
and, invite to act on them immediately.