5 Tips for Preparing Your Holiday Email Program for Mobile Users
3. Implement mobile email design. Messages should be easily readable and encourage interaction. Truth is, 75 percent of consumers are highly likely to delete an email that doesn't render correctly on a mobile device. It's recommended to update email templates to feature scalable and responsive design, especially since users seem to be shifting from desktop to tablet as their primary devices. Interestingly, this shift is happening not only on the go, but at home as well. Marketers can carry out creative rendering tests prior to campaign deployment to ensure the email formats correctly in all web clients and environments. Optimize email subject lines and pre-header text for mobile inboxes and make calls to action easier to complete.
4. Timing is everything. The three biggest holiday sale days are Cyber Monday, Black Friday and Thanksgiving. Send Thanksgiving emails after dinner (and hopefully before the football game) to catch early Black Friday shoppers. On Black Friday, pay special attention to optimizing for mobile in order to catch those shoppers using digital coupons or check-in perks.
5. Test, test and test again! The only way to know if messages are making it to the inbox is to continually test. The average business user receives at least 70 messages per day, and mobile device users are 50 percent less likely than desktop users to interact with an email. As a marketer, you don't want to be in that number. Try subject line testing to optimize open rates for both desktop and mobile devices. Preview emails to multiple clients prior to deployment. Also, test different holiday offers to gauge customer response rates and preferences.
Email remains among the most preferred channel for brand interaction. Consumers are continuing to opt in at consistently high rates despite the rise of social and mobile channels. As long as relevant marketing messages are distributed that speak directly to consumers and provide value, email shows no signs of slowing down.