As far as “Mobile Optimization” goes and how it relates to email marketing strategy…I’ve got to admit, I am guilty for not paying as much attention to it (mobile) as I should.
I think it stems from the fact that I don’t have a “smartphone”—I don’t want a “smartphone”—but guess what…I’m in the minority.
According to a recent MarketingProfs article, “A whopping 65% of all emails are first opened on a mobile device.” (US Consumer Device Preference Report: Q4 2013)
In 2014, another source reported that email open rates were as high as 70% and when email messages don’t display correctly in a mobile device, over 71% of users hit the delete button immediately. (emailmonday.com)
It seems I’m not the only one lacking in the mobile email optimization area, the article goes on to say, “…only 25% of marketers optimize their email for mobile.” (eConsultancy’s Email Marketing 2013 Census)
So, in an effort to help marketers boost email open rates, the MarketingProfs article focuses on the three email lines that matter most—the ones that display on a user’s mobile device immediately…
#1- subject line: Keep it personal (insert the recipient’s first name or use words like “you”)
#2- first line: Again, keep it personal and conversational (open immediately with a line that grabs your prospect’s attention—a good way to do this is to ask a question that is relevant to his problem)
#3- from line: Use the name of a real person in the “From” line rather than a business or brand name—again, this keeps it personal and helps you make an emotional connection with your prospect
The key to it all seems to be “personalization”—making the message personal, as if you have a one-on-one relationship already with your prospect.
The author of the article, Aaron Orendorff, shares some good insight on what to pay attention to when crafting these lines. He makes the point that it doesn’t matter how great your copy or imaging might be if no one ever clicks on your email to see your content in the first place.