The needs for marketers to react and respond to the rise of the smartphone is greater than ever. With each purchase of a smartphone comes the expectation that all content the user wishes to source will be made readily accessible to them. If marketers do not live up to this expectation, they could find that their brand's reputation (and ultimately sales) may suffer.
What it means is that marketers must adapt their content for the mobile audience. They need to recognise that emails designed for desktop computers and those for mobile devices are entirely different beasts. Their approach must reflect this and there are three core areas they need to consider when creating a mobile email marketing campaign.
Most emails are designed to fit the full length and width of a computer screen. This simply won't work for smartphones, which have a much smaller screen, fewer available pixels and different resolution. This makes the design of mobile marketing emails absolutely crucial, as if the email doesn't display properly on the screen, chances are the recipient will delete it. What's more, said emails also have to contract and expand properly in line with many smartphones' pinch-to-zoom features.
It doesn't stop there though. Not only do these emails have to get the same message across with minimal graphics and text (too much of which could cause freezing or slow loading times), but they must also display properly on each smartphone available to the world. This requires marketers to adopt one key mantra - test, test and test again. This is the only way to ensure those with an iPhone can get the same benefit from the email as those with a Blackberry, along with all other smartphones.
Although keeping content succinct and relevant is crucial to any email marketing campaign, it's arguably even more so when it comes to mobile marketing. Many mobile inboxes will offer decreased functionality when it comes to filing emails away or marking them as items to read later. Recipients may be more inclined to decide if the headline is of interest or not. If it isn't, they could just delete it.
This makes it vital to keep headlines snappy and above-the-fold content concise. The latter was once a term used to describe the content that appeared above the fold of a newspaper. Now, it can refer to the part of the email visible without having to scroll down; a portion that is decreased further on smartphone screens. If this content isn't enticing or relevant to recipients, it could cost the email its life.
Most marketing emails will use external links to the sender's website and mobile messages are no different. However, any links used in mobile email marketing campaigns should automatically direct the recipient to the mobile version of said website, whilst also offering users the option to revert back to the desktop version.
Some may prefer to view the original version of the site, whilst others will appreciate the thought behind the redirection to the mobile version. Either way, you've recognised that everyone is different and this could make all the difference when it comes to them keeping or cancelling their subscription to the emails.
Ultimately, it all comes back to designers recognising the unique needs of smartphone users. If they do, they could find they are as successful with their mobile marketing as they are their desktop marketing. If not, they'll find it difficult to crack the smartphone market, leaving them behind the times and missing out on all the potential this audience has to offer.