The world of email marketing is like a jungle – you have to keep moving if you want to survive. More specifically, you have to go mobile.

If you haven’t looked at your phone in the last few minutes you either have incredible self-control or are behind the times. If recent statistics are anything to go by, smartphones are quickly becoming the stars of the show with 47% of emails being opened on mobile devices alone.

Two of the most popular email clients, Gmail and Yahoo!, have a 68% open rate on smartphone or tablet! Facts like these can’t be ignored. If you aren’t optimizing your email marketing campaign for mobile devices, you’re missing out on all the fun – and all the opportunity.

As you can imagine, it is very important to know how to design your mobile marketing strategy. From subject lines to using an optimized editor, every aspect of the design is vital to your campaign – and this conventional topic has been covered more than a Beatles song.

I’m here to give you 3 great mobile tips that you might not have thought about yet! But, they can make a huge difference to your email success! Ideas you can incorporate into your email marketing campaign today.

After all, it’s the little things that make you look back and realise that they were actually the big things after all.

Tip 1: Make Your Landing Page a Crash Free Zone

With all the big fuss over optimisation for emails on mobile devices, people often overlook the secondary call to action objectives of the email.

Sure, you want to promote your product, but driving an interested client to a landing page is also a definite win for your mobile email.

No, I’m not going to tell you to include a link to your landing page in your email. That’s covered in email marketing 101 and something you should already be doing – I’m telling you that you have to make sure it works.

Sounds obvious right? You’d be surprised – about as much as your consumer will be when they visit the page and have to download a 40 megabyte picture. Not to mention having to scroll around in 17 different directions on a page designed for desktops only will only annoy them further. Ask yourself, “when my reader reads my landing page, how will their experience be?” If your reader’s experience is a bad one, so will be the reviews of your company.

Bottom line is to make sure your landing page is optimised for mobile viewing along with your email. Landing pages that are more mobile friendly include white space, big buttons, short links, optimized images and minimum text.

Tip 2: Larger Links = Less Labour

You ever see someone playing whack-a-mole on their smartphone? Unless that person was from the 80s, chances are they were actually trying to open a link on their phone – and they were not amused.

Nothing else makes a smartphone seem more stupid. So many marketing emails place their links onto tiny text infuriating anyone with fingers larger than a twelve year old. The solution to this is so easy yet not nearly as common as it should be: put the link onto a picture – a large one.

This makes it easier to visit the landing page without any unwanted games of Candy Crush being forced upon unsuspecting users.

Tip 3: Coupons and Digital Barcodes

They’re the symbols that confuse your grandparents and made your kids feel cool when they used Blackberry Messenger. They’re Digital Barcodes, and they went out of style about the same time Blackberry did.

Good old fashioned coupons still get the job done (and better!), but you often see them on flyers being handed out, received and then promptly thrown away once the person is out of sight. But what if the coupon ended up in the client’s pocket rather than the trash can? That’s what mobile email marketing can do for you.

By attaching the coupon (or barcode) directly to your email, you are able to provide a convenient way for your customer to take advantage of your offer while not flooding them with annoying flyers that can easily be lost or discarded. If the client wants to use their coupon they just need to show their screen to have it accepted.

If you start adding a coupon to each email, you just found yourself a way to promote your business, reward your clients and hey, even save a tree. 

  • Author: maryka.burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.