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Email and the rise and proliferation of mobile

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Takeaway #1: Use mobile marketing and social media to engage a younger demographic

“In our market, loyal customers are getting older so we are focused on mobile and social as a way to communicate with younger customers to increase their loyalty. Spot on!!” said Randy Kobat, Vice President and General Manager, Strategic Initiatives.

 

Takeaway #2: Consider mobile design, not just content

“Mobile is dead on with our strategy and focus. We are developing programs with mobile in mind not only through content, but design. How have you faired with responsive design in email? Have you seen engagement go up?” asked Ivan Printis, Email Product Manager, Gannett.

At MarketingSherpa Email Summit 2013, I moderated the Mobile Email Panel, in which Laura Velasquez, Marketing Program Manager, REI, shared the retailer’s experience with responsive email design.

Below you can see how the emails display differently on an iPhone thanks to responsive design.

Default on iPhone Responsive on iPhone

 

Results

 

The above charts show the results of A/B testing the responsive design email versus a traditional email, and you can see how Laura’s team was able to improve open rates with responsive design.

Laura also noted while mobile was slowly increasing as a percent of all opens of REI emails, the largest increase came after the change to a responsive layout.

For those looking to move to a responsive email design, Laura suggested marketers shouldn’t only focus on making mobile-friendly changes and creating a template, but they should also look at change within their organization. She advised marketers to have discussions with key stakeholders so they understand how their email messages will be affected.

 

Takeaway #3: Integrate mobile and social

“Also, I’m curious to hear from the group about how you are integrating social with email. That has not really been on the radar, so I’d love feedback on using these two channels to communicate with readers,” Ivan asked.

For some tips on this integration, feel free to read the MarketingSherpa blog post Mobile Social Media Marketing: 3 tips to take advantage of this growing convergence.

 

Related Resources:

2013 Mobile Marketing Trends: 2 key data points to help you understand this growing behavior

Mobile Marketing: 63% of marketers view increasing sales conversion and revenue as a top objective

Mobile Marketing: 31% of marketers don’t know their mobile email open rate

MarketingSherpa Email Summit 2013: Social media is email with fresh paint

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It’s a smart strategy to have your organization move into a content producing institution. The benefits are great! Just be sure to have the necessary time and creative effort to deliver concise actionable results….oh and coffee.

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creativemornings:

“If you’re vulnerable and authentic, you stand out more and people will trust you.”

Kate Kendall, Founder and CEO of The Fetch
speaking at CreativeMornings/Melbourne(*watch the talk)

Why Mobile is critical.

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Just a few things. It’s 2013!! Yes 2013 people and if you haven’t even looked at how mobile is changing and will forever change your marketing plan, then quite frankly you are operating at a disadvantage.

Mobile has been taking the world by storm. Mobile ad spending is this space has increased from 1 billion to just over 4 billion in 2012, and digital advertising has broken the 100 billion mark! Another great statistic that proves how valuable having a mobile strategy is that, 23.14% of web site visits in December 2012 came from mobile devices, an 84% increase over December 2011 and a 283% increase over January.

There are many ways to draw strategy from mobile; advertising, content, web and native apps, social. You may just want to make sure your web site is optimizing in a mobile browser and that all your email marketing programs are designed for mobile. The second screen experience is taking a backseat and our mobile devices are now riding shotgun in most cases.

Here is also a nice chart on what companies are using to increase their mobile value as brands.

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millermedia7 is a Top Mobile App Development Companies In New York

Looking back at Social 2012

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As 2013 begins to chug along and another year literally flies by I find it important to reflect on trends of the past and see how they measure up to the future. The digital landscape is forever evolving and social is for sure in that same boat. If your company has not even looked at digital and social as an engaging inbound method here are some key facts that may help guide you in that direction.

Here is an informative Infographic lending some useful statistics on social. These will not guide your strategy but will help you understand this space a bit more. Cheers!

Happy Holiday email marketing fail or win?

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Tis the season to bring forth Holiday cheer, and your business may be sending some of that cheer to you through an email. Now, I can certainly attest that I thoroughly enjoy sparkle and magical joy of the Holidays but I can easily be turned off by poor user experience or an over sales-y approach. I can also understand that you may want to share all of your successes of 2012 in some sort of long format video but people can we please keep it to 90 seconds. You can certainly increase conversion with having your email wrapped up nicely with a bow, figuratively speaking of course.

Here’s a diagram that can help you get the best out your email marketing efforts and keep the joy coming through 2013!

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