Every business knows that they need to be creating “mobile-friendly” content and optimizing their websites for these devices. However, this goes much deeper than simple optimization. There needs to be an understanding of the mobile user at a deeper level so you can create experiences that match their expectations seamlessly. Let’s go over a couple helpful tips to keep in mind when creating campaigns for mobile.
Mobile Users Practice Email Triage
Email triage is when a prospect uses their mobile device to decide what emails are worth revisiting later. If your email doesn’t make the cut, it’s going in the trash. If the user deems it valuable then they will likely reopen the email on another device later when they can devote more time and attention to it.
In order to make sure your email stands out when a prospect is sorting through emails you will want to make sure they are crafted with this process in mind. The first aspect to consider is that your email will probably be skimmed, so you need to make it easy for the reader to do so. Chunking content into short, digestible sections with one topic devoted to each paragraph is a great way to go. Another trick to make your emails more “skimmable” is to add a quick headline to each new topic paragraph.
Another thing to keep in mind is that complex designs are the opposite of mobile-friendly. There is limited screen space so you want to keep things simple. Try experimenting with plain text emails as well. In many cases they tend to have higher click-through rates than HTML emails. Limiting distractions makes it easier to get your reader to take action.
Mobile Users Are Researching
Marketers always want to see results for their efforts. The thing that can be a little tricky about mobile is that many users are simply researching in order to make a purchase later on another device. This makes tracking results a little tricker when you aren’t sure if a mobile visitor has bounced, or is planning on coming back to purchase your product.
There are a couple things that you can do to gain more insight and drive more action in this researching phase. The first is to run tests on your content to get a baseline for how long it will take to be read on average. From there you can monitor inbound traffic and see if new visitors are reading your content all the way through. The ones that are reading most are more likely to be interested than someone who left after a couple seconds.
Another way to take this further is to use a mobile heat map to see the process of the reader. If they tend to bounce after reading a certain section of content, maybe there is something wrong with that part of your offer. You can also see how long they are reading your content and if they scrolled to the bottom.
The second action you can take is to add click-to-call buttons inside your content. This will help provide readers with an easy resource to ask questions where you can then proceed with your sales process. You can also use this to simply capture more information so you can follow up with these new prospects later on.
Running mobile-optimized campaigns are still something that a lot of businesses are getting used to. When you understand the mindset that most mobile users have, it makes creating these campaigns much easier. Keep it simple and present good content in an easy-to-read format and you will already have a leg-up on most of your competitors.