Email marketing on mobiles – 4 things to remember!

As the world's email inbox becomes increasingly mobile, marketers need to be aware of how handheld devices affect their online direct marketing efforts – and there are four key things you should never forget.

It should come as no surprise to anyone that the smartphone market has exploded in recent years. Mobile devices like the Apple iPhone and its tablet cousin the iPad make it easier than ever to check our inbox on the go.

Technology giant Microsoft recently commissioned a survey of more than 1,000 business professionals about their use of varied communication channels. Almost half said that their use of email had increased in the past year.

While use of social media and mobile messaging were certainly on the rise, only four per cent were found to be using email less frequently as a result.

So marketers must ensure that their B2B email marketing messages pack just as much punch in a mobile environment as when they are received at the desk.

1. Email design for mobile

The good news about mobile readers is that they tend to be 'sticky', engaging more often and for longer as they usually have time to spare – checking their inbox on the train into work, for example.

"This presents a great opportunity to take advantage of.

"However, there is no doubt that communicating with mobile users via email represents a challenge for marketers," says Paul Cross, Head of Retail at thomsonlocal.com.

When designing B2B email marketing campaigns, companies need to be aware of – and cater for - portable inbox restrictions. Think about how the appearance of an email will differ on computer screens, tablets and smartphones.

Mobile users will generally be using a touchscreen which offers far less precision than a mouse click. This makes the size of click-through buttons an extremely important consideration. As a general rule: the bigger, the better!

2. Subject line

As all email marketers know, the subject line is the 'shop window' through which you are going to entice new customers. In a mobile setting, space is very limited so long-winded subjects are completely out of the question.

Particularly in B2B email marketing, where capturing your busy audience's attention is especially tricky, subject lies must be as short and sweet as possible. Ideally, you'll give them a reason to open in five words or less.

3. Images

No matter how advanced mobile technology gets, the issue of signal strength still affects the speed at which a webpage or email message can be opened. Images should therefore be compressed as much as possible.

It is also important that the message remains clear even without the pictures. Some devices may be unable or programmed not to load images, but this doesn't have to mean your email marketing goes to waste.

4. Social media

"In 2011, marketers should look to develop an online strategy encompassing both email marketing and social media," Mr Cross suggests. As recent research has shown, email is unshakable as a primary communication channel.

Having said that, businesses would be crazy to deny the fact that social media presents direct marketing opportunities of its own. When harnessed correctly, the likes of Facebook and Twitter can support and enhance the email campaign.

As for the future, Microsoft's Takeshi Numoto says: "Just as email didn't kill the telephone and video didn't kill the radio, newer messaging tools won't kill email."

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