AS MORE people opt for smartphones, brands need to think about the best way to cut through the distractions facing mobile users and grab their attention.
Recent research by digital specialist Steel finds that the 18-34 year old age groups of consumers are already reading marketing emails on a mobile device.
Of these consumers, 33% do so to screen them for later reading on the PC, which demonstrates that brands need to do more with email communications to prevent smartphone users deleting them straightaway.
To make mobile marketing work, brands need to ensure their content is backed up by having a powerful subject line, clear content and simple layouts.
Consumers using mobiles spend just over one minute on average on each page, according to a study by Rakuten’s Play.com, so email communications also need to make an instant impact and be delivered at an optimum time.
If a brand knows its target audience well enough, it should refine the timings of its emails and aim to tailor marketing to times that consistently see highest engagement levels.
By ensuring emails hit inboxes at the prime time, it will achieve higher click-through rates, conversions and a better return on investment.
Mobile may offer challenges to a brand but it is also an opportunity – it allows businesses to reach customers directly whenever and wherever they are for the first time.
