Why is Mobile Important?
Here are a few reasons to emphasize the importance of mobile in a unified strategic approach:
- Up to 60% of email opens will occur on mobile devices, depending on the industry. (IBM)
- Email open rates are around 25%, on average. But engagement is much higher on mobile: for push notifications, for example, open rates can be over 90%. (Mailchimp)
- Users who opt in to push notifications are retained at nearly 2x the rate compared to those who have not opted for push notifications. (Invesp)
The value of integrating email and mobile strategy is easy to see, but hard to execute. After several decades of experience, here are a few valuable lessons for integrating email strategy with a mobile strategy:
Respect How People View Each Channel
With both email and mobile people have opted in to receive communications from you. In doing so, they believe your messages will provide them value. But, there are a few key differences.
Email is more passive than mobile. To some extent, email is viewed as a “now or later” medium. Historically, it is a platform where brands communicate essential information in longer form. It may be read now or saved for future reading. Mobile is a more immediate and personal medium. Push notifications offer timely and pressing information. There are other ways to connect in-app or based on geolocation within mobile, providing the ability to contextualize the message better.
Mobile is Multidimensional
Mobile messaging isn’t a single channel or one technology. It includes every way you can reach people on their mobile devices, including push notifications, in-app messages, mobile ads, wallet passes, message center messages, and (yes) even email. A robust mobile strategy offers unprecedented possibilities for interactivity, timeliness, and content; take into account how people may respond to each tactic.
Use One Channel to Reinforce (Not Repeat) the Other
People interact with brands on both mediums. Brands should consider the unique role of each medium and design communication appropriately. Brands should ensure their email and mobile campaigns are integrated, but not repetitive. No one wants to see the same message in different places. Marketers must select the best channel for each message and each user.
Be Responsible or Be Eliminated
While the average email unsubscribe rate is 0.17%, if you receive an irrelevant – or annoying – push notification, you’re likely to turn off notifications immediately. Mobile messaging carries more risk, but no one wants to lose email subscribers either. A good practice for both media is to offer real value to the recipient to further the relationship.
Keep Up With Technology
Digital platforms to help create and deliver effective communication continue to evolve, which is true for both email and mobile. Working with a partner who understands the ins and outs of different platforms, while also being adept at cross-channel strategy helps drive more effective marketing. It also leaves the heavy lifting of keeping up with the minutia of the technology to who operate it most often.
* If you’re ready to add cross-channel email and mobile campaigns to your brand strategy, contact us today.
