Follow us on
Connect
Advertisement
 

Tips to Drive Sales From Mobile Email Campaigns

December 12, 2012 By Larry Kavanagh
Get the Flash Player to see this rotator.
 

There's no question that making it easier to read email on a mobile device is a good idea. The numbers on smartphone browsing continue to rise. With email such an important driver of e-commerce sales, it's only natural to think about the experience of a consumer reading your message on a smartphone.

So how do you execute a mobile-friendly email campaign in a way that actually improves sales? I've seen many "good ideas" produce unimpressive and even disastrous results. The best way to make sure you achieve your objective is to split test an email campaign that you've optimized for a smartphone against your standard creative.

To get ideas for your test, start by reviewing the smartphone performance of your last five to 10 email campaigns. Best practices are great to use as a starting point, but each audience is slightly different. Your own results will give you an idea of how to tweak best practices to fit your situation. If your email service provider doesn't have the data you need broken out by device, here are three steps to get the information via Google Analytics:

  1. Use utm coding in your email links to identify specific email campaigns/creative (e.g., utm_medium=email&utm_source=bulk&utm_campaign=BlackFridaySale).
  2. Create an advanced segment for smartphones. The segment should include mobile equal to "yes," and exclude "mobile device model" containing iPad and "mobile device marketing name" containing "Tablet" and "Tab."
  3. If you have a mobile-optimized site (and you should!), code clicks on your phone number as an event; give the event some monetary value for producing a call that's likely an order.

You'll likely see that some email creative produced a higher than average percentage of total clicks, transactions and sales (including a "click to call" event) on mobile devices, while other creative haven't produced a dime on smartphones.

Use the tips below in combination with your historical results to build a mobile-friendly creative that you can test against:

  • Reduce the number of links in the email. In general, emails with fewer links perform better on a smartphone.
  • Put top performing/most clicked on links at the top of the email.
  • Consider button size and link density. That small screen is very small — particularly for us older folks who buy your stuff — and consumers have big fingers. Recipients like big buttons and enough room between links so that they don't click on the wrong one.
  • Place your phone number at the top of your email. Many smartphones (e.g., iPhone) will treat this as a click-to-call link. Track calls by either using a unique phone number or coding it as a "link" in your email. Give these clicks an order value since most of these calls will result in call-center orders.
  • Include information in the alt image tag to describe your image in case it's block by the mobile email reader. And don't just give the product name. Instead of "Movado Watches," use something like "these sharp-looking, silver-banded Movado watches give you a professional look."
  • Because images can be blocked, make sure you that have enough text to describe your products and offer.

Before you test your mobile-friendly creative against your tried-and-true template, check how both look on an iPhone, other smartphone devices and several desktop browsers. You don't want a biased result because of a simple coding error that prevents one side of the test from rendering at all.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON E-COMMERCE >>

FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

SUBSCRIBE TO ROI Report

Receive our FREE Weekly
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
September/October 2014
     Privacy Policy