Lyris Connections Blog

Making the Case for Mobile-Optimized Email: The Strategy

Aug 15, 2014 by

Marketers who leverage mobile marketing at its best will provide unique experiences for consumers, regardless of time or space constraints, in ways that are differentiated, relevant, and intensely personal. It’s a large component of what we at Lyris refer to as connected customer communications.

In my last two blogs I discussed the reasons for mobile-optimizing your emails and the options available for mobile optimization. Now you’re ready to implement an optimization strategy and keep it performing well: 

1. Track your subscribers to find out what mobile devices they’re using. It’s likely that you have a very large percentage of subscribers using mobile phones to read your emails, and most of them will probably be using the iPhone. However, every database is different, so it’s important to track this yourself.

2.  Determine the best way to optimize your emails based on analysis of what you learned about your subscribers’ mobile usage. In most cases responsive design will be the best solution for optimizing, but not always – for example, if yours is a business-to-business (B2B) company with a large number of Blackberry users.

3. Implement your new design – but make sure you thoroughly test it first! A new design is never 100% guaranteed to return better results. If the design has a negative impact on your conversion rate, then it’s time to go back to the drawing board and figure out what’s wrong. Only once you’ve found the best solution should you roll out your new design to your entire database.

4. Finally, keep tracking! Just because the iPhone is currently the most popular mobile device doesn’t mean that won’t change in the future. New devices are coming out all of the time, and you need to be ready to optimize for them to keep all your subscribers engaged and converting.

Mobile Optimization Guide

Ready to start optimizing? Download our complimentary guide, The World is Optimized for Mobile – Are your Emails? for more details, and feel free to contact us directly with any specific questions you might have:

Deb Papp

About the Author: Deb Papp

Deb Papp is Marketing Communications Manager at Lyris. She develops content for lead generation programs and resources, company messaging, event and promotional collateral, and the Lyris website.

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