A Publisher’s Guide to Mobile Optimization
1. Track Audiences to Find Out What Mobile Devices They're Using. Ensure your email service provider (ESP) is able to report not only on traditional email metrics, but also what devices your messages are being read on. This will provide you with specific counts to help prioritize your mobile optimization efforts, as well as determine the best approach for doing so. Additionally, this information can be used to tailor specific offers that target the users of specific mobile platforms (e.g., mobile apps, etc.).
2. Determine the Best Way to Optimize Your Emails Based on Analysis of What You Learned About Your Subscribers' Mobile Usage. In most cases, responsive design will be the best solution for designing messages across multiple devices and screen sizes, but not always.
3. Implement Your New Design—But Make Sure You Thoroughly Test It First. A new mobile-responsive design is not guaranteed to return better results, which is why testing is important. Employ multivariate testing practices to understand how subject lines, images, content blocks and calls to action perform across different devices. If a design has a negative impact on your email open rates, then it's time to go back to the drawing board and figure out what's wrong.
4. Finally, Keep Measuring Performance. Just because you have adapted your messages to the most popular mobile devices doesn't mean that they won't change in the future. New devices, email clients and operating systems are coming out all of the time, and you need to be ready to tailor your messages for them to keep all your audiences engaged and your advertising revenue flowing.
Email is a proven tool for customer acquisition and engagement. As a result, publishers must optimize their emails, newsletters and links to content for viewing on a wide spectrum of mobile devices. In today's digital world, it's no longer a luxury, it's a business imperative.