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.
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.