One sure way to increase your Considered Purchase Brand’s email marketing response, click-through and ROI is to optimize it for viewing on mobile devices. Here’s why:
Over the past few years, mobile email readership has increased from 10% of all email views to nearly 30%, and this number is increasing rapidly. The problem? Most marketers don’t track how many of their emails are being opened on mobile devices, so they can’t accurately judge the user experience.
With mobile set to become the dominant viewing platform (will hold a plurality over Web-based views and desktop client views), the solution is simple. Optimize your email for viewing on mobile devices (and your website while you’re at it!). Even though the use of mobile is less prevalent in the purchasing decision for Considered-Purchase Brands compared to other categories, your potential customers are viewing your marketing efforts on their smartphones and tablets.
If you make it difficult to view your email on their mobile device, your prospects will delete and more than likely forget about your email entirely. In fact, 63% of Americans said in a recent survey that they would immediately close or delete any email not optimized for mobile.
Losing that many potential views automatically puts your email marketing efforts in an uphill battle. Optimize the emails for mobile and you’ve just put 63% of your audience back into play, leading to an inevitable increase in response, click-thru rate, action and the all-important, ROI.
I know you’re going to push back on this idea, saying that your customers aren’t using mobile to make decisions since your brand is a complex sale. In reality, while your potential customer is probably not making the actual purchase on his/her mobile device, he/she is absolutely using it to research and to check email. This means the use of email marketing can help Considered-Purchase Brands keep potential customers interested and informed throughout the longer buying cycle by hitting them where they are spending the majority of their time.
With just a few quick steps early on in the design and coding process, you can drastically increase the performance of your email marketing efforts. And, if done properly and consistently, you can use this as a critical, informative, and engaging tool to help guide him/her through the buying cycle to purchase.