How to ace in mobile email marketing

The first few years of webmail were not so easy in terms of sending out email marketing campaigns because not everyone during those days believed in the power of and had access to this medium.

However, in this day and age, the internet has become the most sought after hearth of information for the down-and-out who are oblivious about certain information. Given that, there has been an enormous amount of growth for email users to date that is why the Singaporean marketer should consider taking the email marketing to the next level because the power is not in the hands of the marketer anymore, but that of the client.

Quick overview

A common template for marketing email is composed in such a way that a writer sends a short novel to its publicist: greeting, exposition, rising action, climax, falling action, and resolution in a more non-literature way of course. Common marketing emails are long and tend to bore the readers which eventually end up in getting ignored because majority of the Singapore population, in the middle of reading the message, become uninterested before actually reaching the “resolution;” Considering the short attention span of email subscribers at present since most clients are always on-the-go.

Therefore, the importance of optimizing the marketing template according to the recipient’s convenience is deemed important for a successful marketing email.

But how can a marketer deliver an effective email to the rest of Singapore?

The key to it is designing simplicity for mobile email users. Leave the details behind, stick to the basics and compose messages that are short and concise. Make every communication clear and straight to the point so that the on-the-go client may well obtain the message of the marketer.

One may question this new discovery of making marketing emails effective. At present there is an ample solution that can fit all recipients’ needs depending on the gadget they’re using at the moment.

The focus now is on mobile email marketing
In this case, the focus is on mobile email marketing strategy since mobile internet user’s rate is high and incessantly increasing in Singapore. As of April 2012, there are more than 7.8 million users of 3G internet in Singapore which is actually more than its population based on statistics last June 2011. Hence, a citizen owns more than one mobile phone that has 3G connection.

Reading emails via mobile is quite excruciating though. With the added effort exerted in zooming messages and photos given the small screen of phones, it takes time for clients to read emails and can be considerably rigorous.

Not to mention the limited amount of memory used to open a significantly bigger email.

Thankfully the I.T. world adapts easily to new trends and is averse to identify the marketer's problem developing a faster, easier and convenient technique to market.

One of our reputable clients in Sweden, Porsche, for instance focused on a strategy of becoming updated and at the forefront of new technologies of marketing, they were one of the first to try the user-friendly mobile optimization technology. Porsche admits that email marketing plays a big role in their brand campaign and engagement to clients given the growth of mobile web users to date.

The luxury car company adapted to this new trend and mobile optimization technology for email marketing resulted to an increase of open rates and one to call button click rates. The idea is that a marketer does not have to be an I.T. expert to navigate it, no need to paste codes, etc, the application was effortless to use that it automatically optimizes on mobile resulting to a marketing message that is more concise.

Considering the number of mobile internet users in who opt to retrieve and delete emails using their phones, the said application supplies usefulness for mobile conversion difficulty, providing much ease for the recipient.

So instead of tedious marketing messages on mobile, it instinctively converts lengthy messages to a burst page when mobile a recipient is detected. It also has a one-to-call feature (where a call button can be clicked) that directs the client to the marketer's phone.

Based on Porsche's case study statistics and research with us regarding open, click through and response rate statistics, since late 2011 their open rates remained the same and the response of recipients to engage in their campaigns were not as active as before. Only to find out that there is a fast growing trend behavior of marketers' and end users' increased mobile open rates.

Therefore the challenge was to respond to readers on mobile devices who don't have time for long text emails. Another challenge is that many mobile internet users opt to delete emails using their phones nowadays.

As of May 2012, a few months after succumbing to this trend for email marketing, Porsche had 49% open rates and 15% one to call button clicks. They witnessed a 7% increase in open rates and 8% increase in one-to-call button clicks compared to their statistics last February 2012 of 42% open rates and 9% click rates.

This discovery can be a huge help in terms of deciding to take it a notch when it comes to marketing via email based on Porsche’s study. Considering the enormous amount of mobile internet users in Singapore, this tool can be a huge aid in getting the marketer’s message across the entire population of Asia’s business central at present.