Are you Wasting Your Money on Mobile Emails that Don’t Work?
Email marketing is one of the most lucrative online channels. And it looks like the combination of mobile is a powerful team.
According to a recent report from HubSpot, “43% of people on mobile devices check their email over four times per day”.
That presents a huge opportunity to reach people instantly at any time, and any place. But the problem is that an email that looks great on your laptop will look terrible on a mobile device.
So you need to improve your email marketing, and make sure that what you’re sending will perform on any device. Otherwise, you’ll be wasting your time (and money).
1. Write a Killer Headline
The headline is the most important element of any email marketing campaign.
How important?
According to a recent study from MailChimp, average open rates are only around 10 – 30%.
That means that 70 – 90% of the people didn’t care enough about your headline to even open the email.
People today don’t have time. So they don’t read everything. They scan and only open things that look interesting. If your headline doesn’t grab their attention, then they’ll never open it. And the the first step to making more money with an email marketing campaign is by improving the open rate.
Start with Copyblogger’s guide if you need help.
2. Focus on One Goal
The screen on a mobile device is really small. You literally only have an inch or two to get your point across. So keep it really simple. Pick one goal for each email you send, and focus only on that. This will drastically improve your Click-Through-Rate (CTR) for that one element.
Most people try and put several calls-to-action in one email. They want people to click a link to their website, become their Facebook friend, and buy something all in one email. That doesn’t work on a tiny screen. And the goal of your email isn’t to sell. You just want to pique your reader’s interest enough so they click through to a landing page.
Once you have them on your mobile site, then you can worry about converting them.
About the Author: Brad Smith is the founder of FixCourse.com, a blog about online customer acqusition and how to grow your traffic, generate leads, and make more sales.
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Focus on one goal at a time. it is the best way to improve the conversions.
Nice post.
Headlines should be very much attractive. Most of people don’t read the email except the title. So if the title is killer then there are great chances that customer will read the whole article.
I agree headlines is the most important part since if they are not attractive enough the open thru rate will be very low…
Kostas | Opportunities Planet
I’m surprised that it is only 43% who check their emails more than 4 times a day. From my experience (including myself) most people seem to do this.
Thanks for the comments everyone! And I agree… it seems like some people live in email all day. But I think the distinction is 43% on mobile devices, in addition to more times on their desktop or laptop.
Agree with you that writing a killer headline really promotes CTR greatly. I have personally testing this and with a killer headline, I can achieve additional 10-20% CTR.
Write a strong title and a very short, but informative text and do not forget to print your web address so they can read more about your offer.
I have not yet tried mobile marketing. I have heard that some people have found good success from it. I notice that some email headlines do catch my attention, but I would say that number is less than 10%. Also even if an email catches my attention I only open it half the time. Anyhow some great incites Brad. Thanks for sharing.
- Robert
Mobile phone technology is going to be big in the next decade in terms of downloading music and creating videos. It will let people do things faster. The same things still apply to mobile email. Mobile phone is getting bigger everyday.
I notice that some email headlines do catch my attention, but I would say that number is less than 10%. Also even if an email catches my attention I only open it half the time.