3 Mobile Mistakes to Avoid
This year, smartphone users are predicted to top 2.08 billion worldwide. Not only is ownership increasing, but smartphone users are becoming more dependent upon their devices as well. Eighty-nine percent of adults check their smartphones several times per day or more, and over a third of consumers are never able to fully disconnect from their devices.
Within this swell of mobile growth, marketing across mobile devices is no longer optional for brands. While many marketers are already aware of this fact, 2016 can still be a year of improvement for companies looking to more effectively engage captive audiences on smartphone devices. In 2015, mobile commerce made up 30 percent of all U.S. e-commerce — a sizeable number that is likely to keep increasing.
Today, brands recognize the importance of a proper mobile marketing strategy, but many still miss the mark to maximize their revenue opportunities using mobile. Here are three mistakes brands must avoid in order to generate more sales from mobile marketing in 2016:
1. Underutilizing Email
In 2015, active subscribers (i.e., those who have opened or clicked within 90 days) received 10 percent more emails than in 2014. While there’s a myth that high email frequency leads to lower consumer engagement, a consistent flow of content can help marketers create a rapport with shoppers and make opening their emails a habit. Over the last two years, despite higher number of emails, clicks per clicker rose by 15 percent while opens per opener increased by 17 percent within the same timeframe.
Marketers may be hesitant to send more emails to subscribers, but this is exactly what they should be doing in order to engage users. In addition to building volume, brands must incorporate email personalization in order to make their messages relevant.
There is an abundance of subscriber data available to marketers, and with next-generation registration pages and preference centers, companies can learn directly from subscribers what’s their preference on email frequency, channels, and content. The first step is determining what emails subscribers are most likely to open and interact with; the second step is sending them more of those types of emails.
2. Not Prioritizing Responsive Design
Smartphone owners instinctively open emails on their devices. This is an easy foot in the door for brands, but interactions can come to a halt if subscribers have trouble viewing and engaging with content, especially if the content is not scalable.
Over half of all email clicks happen on mobile, and consumers expect campaigns sent to their smartphones to be optimized specifically for their devices. This means marketers need to leverage responsive design, which is a smart move as the technique has a positive impact on both mobile click and mobile click to open (CTO) rates. Brands that fully embrace responsive emails see 24 percent more clicks from mobile than those that don’t always use it. Similarly, the average mobile CTO generated by brands with responsive design in all email campaigns is 55 percent higher than the mobile CTO of those with no responsive campaigns.