I had an opportunity to share the stage with Simms Jenkins at SES New York in March, where we shared best practices on email and mobile. Simms gave me a copy of his new book – “The New Inbox” – and I want to highlight a few things.
With more than 40 percent of consumers checking their email messages on the mobile smartphone, Simms offers a few tips to ensure success. He calls them new tricks, technology, and savvy testing.
With the messaging device being mobile and ever-present with the consumer, businesses have the opportunity to conduct “right time messaging – right message on the right device.” And if you do this well, your opportunity to connect and engage goes up – you can measure this by a read, a click, or a purchase.
Here are three of the seven ideas from this section.
First, smartphone users are more likely to read emails than to make calls.
Second, it takes the reliance on mobile even further by highlighting that people read more email on a mobile browser than any other browser. I know I use my mobile device to filter out my content and then perhaps use another “laptop-based” browser to respond to other messages.
Third, Simms shares some statistics of consumers deleting email or unsubscribing from email based on the mobile messaging experience – proving that how you render on mobile really matters.
As you build your mobile strategy, Simms offers five key considerations.
- Subject lines are really important, as they set the tone for the rest of the message.
- Your primary call-to-action should be a button and not a link.
- Your message should deliver value. Think about this one; you have taken consumers’ precious time to look at your message on a mobile device – make the message worth their time.
- Talk to your audience as if you know something about them (aka, be relevant).
- Test, learn, retest, and keep learning.
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