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|July 2008, Issue 53|
Keeping Up with Readers on the Run
By Jeanniey Mullen, Founder and Executive Chairwoman, Email Experience Council; and EVP and CMO, Zinio
Reality Check: Does Your Email Strategy Need to Be "Mobile-ized"?
If you are reading this on your BlackBerry, iPhone or other handheld device, then I have already made my point. If you are reading this at a computer or on a laptop, then you are among the 40% of us who read emails, for the first time, on a land-based device.
It is true. Your email marketing target reads your email on-the-go these days, and this can mean big changes are needed in your email strategy to keep response rates high.
When many email marketers think about emails being read on handheld devices, they immediately run to their creative team and ask for help building or coding a mobility readable message. But creative worries are secondary to the power that the handheld device has over your response rates.
Consider this simple, but scary statement:
If your readers open their email on a mobile device, it will show as opened or read on their desktop email system.
Whether you decide to design your emails for mobile reading or not, this statement impacts the effectiveness of your basic email strategies. Think about your own email in-box and how simple it is to gloss over an email that appears to have already been read, in lieu of those bolded and high importance flags. Your email could be at risk if it was read on a handheld device and your reader assumed they would get to it later. Unfortunately, if those readers were mobile, they were probably doing something else at the same time; therefore, the chances of them remembering to take action on your email at a later time is less than 10%.
This phenomenon is not the end of the world for your campaign. It is a gift of insight that you should be excited to have. Here are a few ways in which you can use mobile reading insights to help improve your email campaign results:
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Jeanniey Mullen is the founder and executive chairwoman of the email experience council, the world's authority on email marketing. She is also EVP and CMO of Zinio, the leading global online publishing and distribution services company.
Marketing Watchdog Journal is a monthly newsletter from Bulldog Solutions, a lead optimization and lead management company dedicated to helping our clients generate more, better leads and turn them into revenue. We welcome your feedback on this newsletter's content and design, and encourage you to share your ideas for topics you would like us to cover in future issues. Please send your comments or questions about Bulldog Solutions to Amy Bills, senior manager of Field Marketing.