Tips to Drive Sales From Mobile Email Campaigns
There's no question that making it easier to read email on a mobile device is a good idea. The numbers on smartphone browsing continue to rise. With email such an important driver of e-commerce sales, it's only natural to think about the experience of a consumer reading your message on a smartphone.
So how do you execute a mobile-friendly email campaign in a way that actually improves sales? I've seen many "good ideas" produce unimpressive and even disastrous results. The best way to make sure you achieve your objective is to split test an email campaign that you've optimized for a smartphone against your standard creative.
To get ideas for your test, start by reviewing the smartphone performance of your last five to 10 email campaigns. Best practices are great to use as a starting point, but each audience is slightly different. Your own results will give you an idea of how to tweak best practices to fit your situation. If your email service provider doesn't have the data you need broken out by device, here are three steps to get the information via Google Analytics:
- Use utm coding in your email links to identify specific email campaigns/creative (e.g., utm_medium=email&utm_source=bulk&utm_campaign=BlackFridaySale).
- Create an advanced segment for smartphones. The segment should include mobile equal to "yes," and exclude "mobile device model" containing iPad and "mobile device marketing name" containing "Tablet" and "Tab."
- If you have a mobile-optimized site (and you should!), code clicks on your phone number as an event; give the event some monetary value for producing a call that's likely an order.
You'll likely see that some email creative produced a higher than average percentage of total clicks, transactions and sales (including a "click to call" event) on mobile devices, while other creative haven't produced a dime on smartphones.