By Mylena Vazquez
According to a 2020 study conducted by SuperOffice, approximately 20% of email campaigns are not optimized to be viewed on mobile devices. This is a huge problem! Studies show that four in ten of all emails are viewed on mobile, and over 50% of all email campaigns specifically are viewed on mobile. If you’re not optimizing your emails, chances are you’ll be missing out on a large swath of potential customers.
But what does email optimization even mean? In essence, email optimization is about making sure every part of the email serves the purpose of getting your lead or customer through to the end of the funnel—that is, getting them to click on the link in the “call to action” portion of your email.
Here are three important tips to help you optimize your next email for mobile to ensure that your campaign is as successful as it can be:
1. Have a clear goal in mind
As marketers, every email we send should have a clearly defined objective. We should not be sending emails just to send them, as this will most certainly confuse and overwhelm our audience. Usually, our goal entails getting our lead or customer to do something that we want (which, of course, should also be something that is beneficial to them). Consider how a customer using a mobile device might interact with your email. Will your goal hold steady if your customer is on mobile and on-the-go instead of sitting at their desk browsing on a desktop?
2. Personalize, customize, tailor
Good marketers know that segmentation is key. Your audience will usually not be made up of the same type of person with the same motivations. For example, some of your email recipients might be leads and some might be existing customers; some of them may be in the research stage of the purchase process, and some might be ready to hit the “buy now” button. Using the information you have about your customers, you can create different kinds of emails targeted to your different kinds of customers to better address their needs and increase their engagement with your email. And, of course, don’t forget to call them by their name!
One important factor for personalization is to consider whether your particular type of customer tends to use mobile or desktop to engage with your email. For example, if an existing customer ready to make a purchase is most likely to be engaging with your email on mobile, make sure that this email is most responsive on mobile, even if it means making some small sacrifices on the desktop version. After all, your goal is to get them to click and, ultimately, convert!
3. Establish realistic expectations
Having understood how your audience is accessing your email communication and the context in which they would be engaging with it, stop to consider what is reasonable to expect of them. In the case of an audience who is using mobile devices to interact with your email, ask yourself if it would be reasonable, for example, to ask them to read paragraphs and paragraphs of copy. Probably not! In these cases, keep it short, sweet, simple, and to the point—and make your audience aware of the level of commitment they will need to make to meaningfully engage with your email.
Email optimization for mobile might seem like a hyper-specific concern as it relates to email marketing, but it is extremely important in this day and age. You and I and everyone we know are glued to our phones more than ever. With every day that passes, we are becoming more dependent on mobile for almost everything, from work and school to socializing and shopping. And if you don’t believe me, believe the statistics!
What’s your top piece of advice for optimizing emails for mobile?