2016 content trends: Email marketing with mobile in mind #12daysofcontent

205 billion emails are sent daily, and it’s a channel that continues to be one of the most reliable to work with. It’s been an invaluable part of the marketing toolbox for a long time, and it’s not going anywhere. In the continuous marketing movement to shorten the gap between discovery and sale, and fine tune your audience targeting, email strategies are especially effective in mobile formats.

2016 is a great time to adapt your email marketing efforts to mobile

As we get ready for the New Year, there’s a great opportunity to leverage mobile friendly email marketing tactics, especially now that mobile use has surpassed desktop use. Not only are there more people than ever looking at emails from mobile devices, but studies have shown that email clicks from mobile can be up to two times more valuable than desktop clicks. 

While most marketers are on top of web responsiveness, email responsiveness is a fairly new challenge. Tailoring the user experience to the mobile user’s preferences is crucial for efficiently generating clicks, leads and sales. Icons, images and easy-to-read, digestible text streamlined for mobile devices are all part of a cohesive mobile email design.

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Good mobile engineering will usually strive to shorten the conversion process, removing the friction and additional steps in a conversion.

Consider a mobile app like Uber. A mobile promotional email from them might offer a refer-a-friend bonus or an introductory discount. Including a button to use that promotion in their email on the same device that the app is used on shortens the funnel between awareness and use (or prospect and customer) to just one simple step: “Click our easy-to-use button and instantly start using our product.”

How a finance firm increased their traffic by 25% using great email strategies

Our client in the finance industrySuccessStory_25MoreReferrals (2) had a high number of leads, but struggled to build audience trust and engage their prospects, as well as communicate its variety of offerings to their range of key targets.

Brafton wrote unique newsletters targeted to different lists that the client had segmented in their database. The content ranged from news, to evergreen pieces and infographics, to specific, detailed business blogs.

By targeting content around topics and questions that were most relevant to each audience segment helped to re-engage inactive leads. These email marketing campaigns resulted in a 25 percent increase in traffic.  

3 TAKEAWAYS FOR EMAIL MARKETERS

  • Email marketing is a major lead-generation strategy for most businesses.
  • Remember what screen you’re working with, and tailor your style for that experience.
  • Shorten the funnel. Consider the end goal of the email and make it easier for the user to get from point A to B to convert.

Want more 2016 content marketing trends? Sign up for Brafton’s Content Marketzine, and get #12DaysofContent directly in your inbox.

David Behuniak
David Behuniak is a Content Marketing Strategist who inexplicably ignores most of his social media profiles. He has a background in digital marketing and advertising, but is also a mediocre musician.

Thoughts?

  • Alex

    Awesome post! Mobile is becoming such an important strategy to take into consideration. Another great idea is to integrate landing pages with email marketing. I started doing that with GetResponse. It’s kinda cool!