It’s no secret that smartphones are changing the marketing world. But it continuously becomes more and more important to optimize online marketing for mobile phones.
Mobile usage now makes up 25% of total Internet usage, as shown by the 2014 Internet Trends Report, and in some parts of the world, smartphones are the most viewed screen, above computers and televisions. In fact, 66% of emails are being opened on smartphones, including 16% on tablets, as shown by the US Consumer Device Preference Report: Q1 2014!
It’s safe to say that B2C messaging is now first-and-foremost a mobile interaction. It is the primary way to reach customers, and this comes with its own set of rules.
Keep It Simple
First of all, layouts for mobile messaging are much simpler than the not-so-far-gone days of designing emails for PCs. The average smartphone user spends mere seconds reading an email, so it’s best to present useful content in as few words as possible. Five lines of text on a desktop look much clunkier on an iPhone.
Ease of navigating is crucial, as a user should be able to easily press a button with their thumb on a smartphone. It’s also important to keep layouts simple so there are fewer things that could appear differently depending on whether the user is in Outlook on an iPhone or Gmail on an Android. It’s necessary that email marketers test their emails on various mobile platforms in order to see how it will appear to users.
Be Respectful
It’s also important now that while marketers target consumers on their mobile devices, we do so without being invasive. Once a customer’s trust is lost, it can be nearly impossible to regain. To walk the fine line, we must provide content that is useful to the customer in the particular context, whether that be email, SMS messaging, or push notifications.
Consider Your Content
As mobile email marketing continuously grows and evolves, it’s crucial that marketers test their content across devices, evaluate what kinds of content customers consider useful, and experiment with layouts to find what works best for your particular brand’s client base.
Looking to adjust your online presence to meet the constantly evolving marketing world? Start the conversation with Sweet Rose Studios today to learn more!
