A Publisher’s Guide to Mobile Optimization
[Editor's note: Something to consider while reading this article—Mobile optimization on sites, or landing pages mobile email users will see upon clickthrough, will become even more important for publishers and content marketers on April 21, when Google's algorithm will officially change to promote mobile-friendly search results.]
The publishing industry has been transformed by the transition from print to digital forms of media. As the industry continues to evolve, the important takeaway for publishers is this: If you're not effectively communicating with subscribers via email, their preferred channel, you're not fully engaging your audiences to drive advertising and subscription revenues.
However, according to a recent FOLIO: survey, 16 percent of publishers say their emails are not mobile-optimized and they aren't sure where to start. That's a staggering number, given where audiences are moving and their increased expectations for relevant and contextual engagement.
What Mobile Means for Email
Email works because it drives traffic to content-rich sites, increases engagement and loyalty via personalized offers and far outperforms every other digital channel on return on investment (ROI), averaging an impressive $44 for every dollar spent.
Mobile can deliver contextually relevant email content to audiences who are always on the move. The key is to remember that the mobile medium is "in the moment." Unlike print newsletters and magazines, the mobile medium is actionable, time-sensitive and always-on. It is best at delivering short bursts of information that are scannable, consumable and digestible for an audience whose attention span declines in direct proportion to the size of the screen on which they view it.
Whether cell phones, smartphones, tablets or apps—it's clear that the time to optimize for mobile is now. So, how can you ensure your mobile strategy helps drive subscriber engagement and revenue? Here are some tips.