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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.
 

Mobile-First Marketing

Greg Hoy
Cross-Device Is the Cornerstone of Your Marketing Plan
Dec 17, 2014

As smartphones and tablets evolve, the bright lines that previously separated digital, print, TV, mobile and PC are now beginning...



The Integrated Email

Cyndie Shaffstall
5 Shades of Pop-Up Email Acquisition
Dec 15, 2014

As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our...



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



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...



Making Social Sell

Jeff Molander
5 LinkedIn Best Practices That Don't Work
Dec 12, 2014

Prediction: 95 percent of sales reps and distributors will invest time in LinkedIn best practices that fail to generate leads...



Direct Mail for the Modern Marketer

Summer Gould
QR Codes Can Make Your Direct Mail More Effective
Dec 11, 2014

Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and...



Reinventing Direct

Gary Hennerberg
5 Numeric Speed Bumps to Higher Conversion
Dec 10, 2014

Ah, the holiday season. Your prospects are moving fast these days in an always-on world, with all the trimmings of...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Marketing Sustainably

Chet Dalzell
‘Programmatic’ Goes the World - Media Buying Is Audience Buying
Dec 8, 2014

Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example,...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Smart Data - Not Big Data
Dec 4, 2014

As a concerned data professional, I am already plotting an exit strategy from this Big Data hype. Because like any...



The Power Punch

Carolyn Goodman
Mergers and Acquisitions: A Challenge to Brand Loyalty
Dec 5, 2014

In the late 1990's, I discovered ShareBuilder—an easy way to buy stocks (and even fractions of a single stock) through...



IMM-Possible ROI

Stephanie Miller
Mastering the Complexities of Multichannel Digital Marketing
Dec 2, 2014

Integration is like the Holy Grail of marketing. Connecting the dots at the customer level, across channels, devices and owned...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Named Account Marketing: New Tools and Techniques to Reach a Limited Universe
Dec 1, 2014

Some B-to-B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



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.

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