Mobile Email: It Ain't What It Used To Be!
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Over the past two years we've been asked by almost every client, "Do we need a mobile version of our emails?" As an interim solution, most major brands host a text version of their email -- and occasionally you'll see some light html formatting or a thumbnail of the email creative, like this.
Which Goes Better With Email: Social Or Mobile?
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Some email marketers see the rise of social media and mobile communications as a threat to email's dominance. Not so! Each channel can integrate with your email marketing program to expand its reach and ROI.
But, which channel should you choose? You could opt to spread your messages via social media -- Facebook, MySpace, Twitter, LinkedIn and other social networks. Or, should you first add mobile marketing and optimize your email messages for viewing on mobile devices?
Salvation Army Mobile-Optimized Email Campaign Sees 55.3 Percent Clicks to Donate
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The Salvation Army turned to a mobile-optimized email campaign to reach on-the-go consumers, with 55.3 percent of recipients clicking directly to the donation form.
The charity wanted to reach busy holiday consumers and allow them to participate and donate regardless of how they were receiving the communication. The Salvation Army tapped Web2Mobile’s Email2Mobile and Artez Interactive for the donation portion of the campaign.
Can Texting Work As a Marketing Tool?
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It seems as if texting has replaced talking, if you go by the numbers alone. Michael Bush writes about this in Advertising Age, noting that marketers are still trying to figure out how they can get in on the texting explosion.
Maybe most marketers can’t and shouldn’t try. I’ll explain in a minute.
5 New Things Marketers Should Know About Analytics
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Web analytics continues to evolve with the digital space, and a lot happened in the industry last year. We witnessed interesting acquisitions and software progressions designed to help analysts and marketers keep closer watch over user behavior, the social media and mobile channels continued to gain traction, and marketers' needs for insights into consumer behavior deepened.
Evolution of the Mobile Experience
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Mobile devices such as the iPhone and iPad usher in new ways for consumers to experience the web.
With the introduction of the Apple iPad last month, in a keynote from Apple CEO Steve Jobs, consumers received a sneak peak at yet another category of mobile device that will push the limits on Internet experiences such as surfing the web on the go. Consumers are also increasingly using their mobile devices to view emails, making it important for marketers to optimize their email creative for these next-generation gadgets.
One of the challenges facing marketers today is that there are multiple product categories and devices which make up mobile. Is a mobile device a cell-phone, a smart-phone, a net-book, a tablet, a laptop? Mobile device form factors are becoming more and more fragmented which is making it challenging for marketers to develop creative for multiple devices. As consumers move away from legacy devices such as cell-phones with small screens and traditional keypad and trackball interaction and switch to next-generation mobile devices such as smart-phones with larger screens and multi-touch interaction, marketers will have the opportunity to provide consumers with a rich, interactive and engaging experience.
The One Question to Ask of Your Email Marketing in 2010
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...and the question is a simple one: is it enough?
One of email marketing's great strengths is (or was) its robustness. It was relatively easy to get a campaign or newsletter to justify the efforts that went into it.
You could often make "mistakes" and still get a good return on your time and resources.
Americans Spend Nearly 3 Hours on Mobile Internet Daily: Ruder Finn
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Americans spend nearly 3 hours online via their mobile devices each day, according to a new study of mobile internet use by Ruder Finn.
The study revealed that people in the U.S. spend 2.7 hours of their day on the mobile internet. Most (91%) go online to socialize, compared to 79% of traditional web users, writes MediaBuyerPlanner.
Mobile Marketers Demand ROI
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Mobile is at least somewhat important to the strategy of more than three-quarters of marketers in North America, according to a January 2010 survey by R2integrated. But barriers to mobile campaigns remain.
The greatest obstacle, the survey found, was difficulty in developing the business case for mobile campaigns, followed by inability to measure ROI and a lack of a mobile component to the strategic marketing road map.
The Death of the Email Newsletter
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The news has had its share of killers lately, hasn't it? Not to trivialize the various wars, disasters, and crimes happening around the globe, but I am actually talking about the killings declared by technology pundits: The iPad will kill the Kindle. Or the Kindle will kill paper. Or 3D TV will kill movies.
5 Ways to Ruin Your Chances of Mobile Success
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Mobile marketing can be a confusing world at first -- full of legal and compliance issues, new technologies, and marketing tactics to become familiar with. There's a lot to learn, and unfortunately there's often room for mistakes. To help you out, we're going to teach you the most common mistakes organizations make with their mobile marketing campaigns and how you can avoid making the same ones.
Non-compliance with anti spam legislation
The Rising Stars of Mobile Marketing
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Google's $750 million acquisition of AdMob in November of last year brought renewed attention to the mobile marketing and advertising sector. The momentum continued with Apple's takeover of Quattro Wireless in early January and, more recently, Amobee's purchase of RingRing Media.
Consolidation among mobile ad networks is clearly lining up to be a major theme in the year ahead. Even so, achieving scale in display advertising on mobile devices is just one piece in a much larger puzzle -- that of using mobile to showcase full-blown marketing and commerce experiences.
Facebook Dominates U.K. Mobile Internet Use
Facebook accounted for almost 40 percent of page impressions from U.K. mobile devices during December, according to data from the GSM Association and comScore. The pair estimates that 31 percent of mobile Internet users accessed the social network during the month, ahead of Google with a 29 percent share of reach.
Despite numerous design updates and dedicated sites for a number of mobile devices, Facebook does not currently run ads on its mobile site in the U.K. or elsewhere, suggesting it could potentially be missing out on a significant revenue opportunity.
Marketing to Millennials
One size doesn’t fit all. Target your target.
Are you limiting your marketing efforts? Research has shown that millennials (ages 18-25) around the globe communicate across all online platforms, giving marketers multiple points of engagement. Results from Epsilon’s Global Consumer Email Study of over 4,000 consumers shows that millennials differ from other age groups when asked about their choice of primary online form of communication. Another significant finding of the study is millenials receptivity to frequent permission-based emails. This can significantly impact a marketer’s bottom line by effecting online and offline behaviors.
In this report you will learn:
- How to tailor your marketing efforts
- Leveraging campaigns across multiple interactive channels
- Differentiating usage of media across consumer age categories
Your Newest Challenge: Mastering The Small Screen
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Thank you, Steve Jobs, for giving me the perfect news peg for my Email Insider column this week. With the unveiling on Jan. 27 of the iPad, Apple introduces yet another game-changing (in my humble opinion) portable device and platform that will both challenge email marketers and make their jobs a little easier as well.
