But why stop there? Let’s take mobile optimization one-step further. The nature of mobile devices themselves allows for real-time optimization and advanced targeting. How can marketers take full advantage of the unique possibilities inherent in mobile email?
Here are 5 ways to optimize your emails based on the real-time context of your mobile consumers:
Contextual Optimization 1. Optimize creative for different mobile devices. Show the most relevant creative based on which mobile device is being used to open the email. RadioShack promoted certain mobile products based on the user’s open device (see example). 2. Promote device-specific app downloads. In our last post, we explained how it’s possible to deep link to your brand’s mobile app using email. But you can also target users in real-time with app download calls-to-action based on the device used to open the email. Check out these examples from Comedy Central and Starbucks. 3. Target by current weather conditions. Show recipients’ creative specific to the weather conditions at their location when they open the email. Seamless, the food delivery service, showed a weather forecast and encouraged readers to order in on rainy days (see example). 4. Optimize for mobile connection strength. Serve lower resolution images if a mobile carrier is detected, since the email recipient is not connected to a WiFi network. Learn more about mobile carrier targeting here. 5. Optimize video-in-email. Use device-targeting to ensure mobile email recipients enjoy the best possible video-in-email experience available to them at time of open, depending on ISP/email client. Learn more about video-in-email here.
Have questions on any of the tips covered in the “Master Mobile Email” series? Give us a shout at email@example.com.
Cross-Channel Integration 1. Include a “click-to-call” button when appropriate. Don’t forget that smartphones are also actual phones! When it makes sense to use, a “click to call” button is a simple way to directly connect mobile email recipients to a customer service hotline or other important phone number. 2. Social media sharing. Make it as easy as possible for readers to connect with your brand in social media by incorporating deep linking to social media mobile apps. Learn more about deep linking here. Try out social media deep linking for yourself by clicking the image in this post. If you’re reading this post on a mobile device, clicking the link will automatically detect whether or not you have the Twitter app installed, and if so, will launch the app with the pre-populated tweet ready-to-go. 3. Deep link to your own mobile app. In addition to deep linking to social media apps, it’s also possible to deep link to your brand’s mobile app when it is detected as installed on a user’s mobile device. If the app is not detected, the user can automatically be linked to the appropriate mobile app download store, whether it’s Apple’s AppStore or Google’s Play. Learn more about how Seamless, the food delivery service, did this in this case study. 4. Use barcodes to drive offline sales. Barcodes in emails help mobile consumers take advantage of coupons when in-store. Express does an excellent job of incorporating barcodes in mobile emails to encourage cross-channel conversions (see example). 5. Add a real-time local map to drive in-store sales. Mobile customers are on-the-go, so make use of real-time geo-targeting to show mobile users the store locations closest to them. We love how Matrix used a local map to show subscribers where they could find Matrix products near them in a recent newsletter (see example).
However, the concept of “mobile optimization” represents much more than making your email fit a specific pixel width. In this “Mastering Mobile Email” three-part series, we’ll feature a total of 15 tips to help you fully optimize your mobile email campaigns. Let’s get started with 5 tips for making the most of your email template and design:
Template and Design 1. Edit your content. Simplify your mobile template to include your highest-priority content. When it comes to mobile, less can mean more. 2. Use a single-column layout. A single-column layout that stacks content vertically enables scrolling and avoids forcing your readers to zoom in and navigate around the email. 3. Mobile-friendly fonts. Increase font sizes and place text on high-contrast backgrounds. 4. Put primary calls-to-action “above-the-fold.” Follow a vertical hierarchy, and place your most important call-to-action above-the-fold – i.e., the part of the email template that is immediately viewable when opened on a mobile screen. For a one-stop guide to mobile screen sizes, check out this list from screensiz.es. 5. Think “all thumbs.” Enlarged buttons allow for easier click-through. Apple guidelines suggest using at least 44 x 44 pixels for any tappable elements. Incorporate ample white space between the elements of an email to help each piece stand out and make it easy to click-through on links. Bare Necessities does an excellent job of optimizing mobile call-to-action links (see example).
Ready for more mobile tips? Check out how to fully optimize your emails for the mobile inbox using cross-channel integration.