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How Email Marketers Can Profit From Users' Mobile Obsession

by Cynthia Price  |  
January 24, 2017

For better or for worse, our smartphones have become an extension of us. We check our phones dozens—even hundreds—of times per day, and open most of our emails (53%) on mobile devices.

So, for marketers, having a comprehensive mobile email strategy isn't just a best-practice, it's table stakes.

When your emails are created with mobile readers in mind, they can grab subscribers' attention—whether they're running errands or sitting in the back seat of an Uber.

Here are five ways marketers can use consumers' mobile addiction to better reach their customers.

1. Enhance the buyers' overall journey, not just their email experience

It's easy for marketers to think of customers in terms of single interactions, but that approach loses sight of the high-quality experience overall that customers expect (and which results in their making the decision to purchase).

Your relationship with a customer is like a relationship with an old friend: It's a series of interactions, full of history, that shouldn't be taken for granted. Marketers need to make sure the experience throughout the customer journey is consistent across all marketing channels, from emails to landing pages to shopping carts.

After all, an email that looks gorgeous on a phone doesn't do much good if it leads to a landing page with a broken design and copy that takes a microscope to read.

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Cynthia Price is the vice-president of marketing at Emma, a provider of best-in-class email marketing software and services that help marketers do their best work.

LinkedIn: Cynthia Price

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  • by Emiola Wed Jan 25, 2017 via mobile

    This article has change my concept on email marketing. It is a turn-around idea to increase subscribers interest in the use of mobile devices for accessing products and services on a daily trend.

  • by md.moazzem hossen rubel. Thu Feb 16, 2017 via mobile

    I am a beginner on this topic...I want to learn.. and apply on my profession

  • by Expressly Fri Feb 17, 2017 via web

    Thank you for the article, Cynthia. Everything you said was spot on.

    Your comment on enhancing the buyer's journey in particular is something that stand out for me because as a mobile user myself, I can find it awkward to make purchases at times. Filling in forms in particular can be a nuisance, but at Expressly we have a solution for that.

    When a potential buyer clicks on an ad that was placed with a member of a network, the ad will take the buyer to another of our members and because both are in the same network, the buyer's account details are automatically passed on. It makes buying a lot more convenient, increasing conversions and ROI for the marketers significantly.

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