Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Greg Hickman

Think Mobility

By Greg Hickman

About Greg

Greg Hickman is a mobile marketing consultant, founder and host at MobileMixed.com, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.
 

Making Social Sell

Jeff Molander
3 LinkedIn Profile Tips for Sales Professionals You Haven't Heard Before
Mar 6, 2015

The Web can be an unreliable place to get sales tips. Most advice we "Google" doesn't work. LinkedIn profile tips...



Direct Mail for the Modern Marketer

Summer Gould
Get Your Direct Mail Noticed
Mar 5, 2015

Direct mail is not effective if recipients do not read it. The first thing that your direct mail needs to...



Reinventing Direct

Gary Hennerberg
Emotion Through a Branding Statement
Mar 4, 2015

A branding statement is a marketing tool. It reflects your organization's reputation: what you are known for, or would like...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Are You Squandering Your Search Budget?
Mar 3, 2015

Google has your site on a budget. This is not just the budget that you set for your paid search...



Marketing Sustainably

Chet Dalzell
Should I Accept Your LinkedIn Invitation?
Mar 2, 2015

Recently I accepted a full-time position with one of my clients, the Digital Advertising Alliance, which makes me particularly happy...



The Power Punch

Carolyn Goodman
Mentoring: Give a Little, Get a Lot
Feb 27, 2015

Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though...



Here's What Counts

Chuck McLeester
Sex and the Schoolboy: Predictive Modeling - Who’s Doing It? Who’s Doing it Right?
Feb 26, 2015

Forgive the borrowed interest, but predictive modeling is to marketers as sex is to schoolboys. They're all talking about it,...



Search Made Simple

Phil Frost
SEO 101: The 3 Keys to Rank No. 1 in Google
Feb 25, 2015

Mark Twain was only half joking when he said, "If you don't like the weather in New England, then wait...



The Data Athlete

Mike Ferranti
Omnichannel Customers Are 2X as Valuable – How to Make Them Yours
Feb 24, 2015

With so many trying to sort out an "omnichannel" marketing strategy, I thought it would make the most sense this...



The Integrated Email

Cyndie Shaffstall
LinkedIn as a Marketing Vehicle
Feb 23, 2015

In 2013, Spider Trainers created the "Great Big Book of Things Marketers Say" as an experiment in repurposing and the...



Brand Matters

Andrea Syverson
Take Heart: Send a Brand Valentine!
Feb 12, 2015

'Tis the season for valentines. What makes me smile in my professional life is finding companies that foster an intentional...



IMM-Possible ROI

Stephanie Miller
3 Success Factors to Insights-Driven Automation
Feb 10, 2015

Most marketers do not have a technology problem. In fact, we've crossed the chasm of a few years ago, when...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Feb 3, 2015

B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



4 Tips for Handling the Most Overlooked Mobile Marketing Channel

 
We recently talked about the pace at which mobile technology is advancing and how you, as a business owner, have so many options that it's a bit overwhelming to get started with mobile in your business.

As you learned, having a mobile-friendly website is critical in building your mobile foundation, but that's just the beginning.

Once your website is mobile-friendly, there are a few other things your small business should do to in order create stability before all other future mobile programs.

Now before you get ahead of yourself, I'm not talking about building an app for your small businesses. To be honest, that might possibly be the worst way a small business could spend its money.

In fact, the next thing you should be doing is right under your nose and it's a marketing channel that you're familiar with and most likely already using.

OK, OK. I know the suspense is killing you, but most small businesses (yes, I'm talking about you) rely on email to connect with customers to share offers, news, product info and more.

Come on, did you really not see that one coming?

If you're like me (in which case, that's pretty awesome) one of the first things you do every morning is look at your phone to delete all the emails that are really just getting in your way so that you can get started with what matters.

Well, if your business relies on email as a marketing channel, it better be appealing enough that it doesn't get deleted.

In a recent study by Litmus, 38 percent of email is reported to now be opened from a mobile device. Additionally, ExactTarget reported that 56 percent of U.S. consumers who have made at least one purchase using their smartphones have done so in response to a marketing message delivered via mobile email.

Seeing as how a good percentage of your customers are likely reading your emails via their mobile devices, here are some tips to make sure your email is mobile-friendly:

1. Simple is sexy. Do me a favor and grab your phone and look at your email. Notice how many words you see in the subject line? Does the subject line get cut off in most emails? You see, with a smaller screen you need to convince people to open your email with an enticing subject. On mobile, that's five to seven words, tops.

There are other things that you should keep simple to ensure mobile friendliness:

  • Keep your email to one column. Two-column and three-column layouts just don't work.
  • You need larger font sizes. Nothing below 13px.
  • Make buttons big and tappable. Best practice is buttons should be at least 44px wide by 44px high.
  • Keeping your email between 320 and 550px wide will prevent people from the horrible horizontal scroll.

2. Don't overdo the images. Large image files are no good on mobile. Make sure your images are lightweight. Have you ever opened an email and seen the link for "display full images"?

Well, for those that don't display full images, you'll want appropriate ALT text that will entice users to display all images should that not be a default setting.

3. Cut the fluff. Listen, not all mobile users are on the go, but they consume email on their phone differently than they do on their desktop or laptop. They're on smaller screens, they have a shorter attention spans, they're often using one thumb and frequently using only one eye to read while trying to multi-task (which is not possible, for the record).

So, that means your email campaigns need to:

  • Contain body copy that is as clear as possible, removing all unnecessary content and links. Those can be placed on separate landing pages, post-click.
  • Have a super clear call to action that is direct enough, but not too obnoxious.

4. Beware of webkit email clients. iPhone, Android and other email clients using webkit already try to adjust your font size when smaller than 13px. This may actually break your email layout. So, when testing, make sure you look here first if you're having layout issues.

The Simple Truth
Unfortunately, not all small business email solutions offer mobile-friendly features and mobile email is not solved using just responsive design principles, like media queries.

The guidelines above will make your emails much friendlier for your customers who choose to consume your communications from their mobile devices.

As we discussed, mobile-friendly websites are the first step, because most businesses drive traffic customers to a Web destination.

If you link your customers to a non mobile-optimized experience, the likelihood of them coming back are dramatically lower. You don't want that now, do you?

Next time, we're going to discuss a third channel (the most powerful in my mind) of your mobile strategy that is the workhorse for some of the largest retailers and brands winning with mobile today.

Sections:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: