A Q&A With Jay Jhun on All Things Mobile Email
In advance of next month's All About eMail Virtual Conference & Expo (you can register for free here!), I sent a few questions to the event's closing keynote speaker, Jay Jhun, the vice president of strategic services at email marketing-focused digital agencyBrightWave Marketing, to get a sneak-peek into his thoughts on some of the topics he plans to cover. Here's a portion of that interview:
eMarketing + Commerce: What's the first step a company should take when developing its mobile email strategy?
Jay Jhun: One of the first steps has to include determining the size of your audience that's engaging with emails via their smartphones. Email and web analytics (via tools like Litmus and Google Analytics, respectively) help provide that insight. You also have to keep an eye on what online conversion looks like for your company — that will help shape the timing and priority for mobile optimization.
eM+C: What role does segmentation play in mobile email strategy?
JJ: Segmentation can play different roles depending on your business. For a B-to-B marketer, you have to understand whether decision makers are viewing and/or making decisions based on the emails they read on their smartphone (which, by the way, could very well be a Blackberry!). For a B-to-C marketer, the challenge is going to be more about how your message could possibly stand out when competing with a slew of other promotional emails in the consumer's email inbox.
eM+C: What's one tip you can offer to help brands optimize their emails for mobile viewing?
JJ: Put yourself in your subscribers' shoes. Look at your emails on a couple smartphones and see whether you can easily read the content without zooming or scrolling, or tap on a call to action without tapping the wrong link. Optimization will likely require trimming down the amount of content and scrutinizing your conversion goals — i.e., what's the goal for your email campaign and does your content directly help achieve that goal? Remember, the attention span for email was short enough in a desktop/web mail world. Time doesn't get slower on a smartphone.
eM+C: What's a metric or two that brands should be measuring to gauge the effectiveness of their mobile emails?
JJ: I think the first key performance would be clicks based on emails opened. If your email is easier to interact with as a result of mobile optimization, then you've taken a step in the right direction. I think the other would actually be a web metric — time spent on your website via mobile where the traffic source is email. Basically, let the tracking tags in your email links point the way. Doing so may ultimately help make the case for investing in redesigning your website to be responsive. The mobile email consumer isn't a fad; it's the future and we're just beginning to discover what that means.