2015 e-mail Industry mobile marketing actual combat

Over 2/3 users prefer mobile devices to read mail

e-mail marketing platform movable InkQ3 released the consumer device Preferences report, showing mobile marketing trends for e-mail from the following three dimensions:

1. Nearly half of the mail was opened via a smartphone, and 17% of the messages were opened via a tablet, while 34% of the messages were opened on the PC side. Phones and tablets account for up to 2/3, and specific to the mobile device preference of mail reading, the report also points out that more than 59% of mail reading is via iOS devices. Thus, smartphones and tablets form an important media platform for e-mail reading.

2. Various types of equipment to open the mail every day also presents different characteristics of the day, the smart phone open mail time node is more balanced, the computer on the opening of the mail period mainly in the morning, while the tablet is concentrated in the evening. It appears that you want to be watched and read by users at any time, and have to consider the effects of mobile phone reading.

3. In the segment, the user's e-mail reading behavior is also very interesting, the car, the financial industry tends to use mobile devices to read e-mail, while in the travel industry, PC and mobile read mail frequency is very different, other industries are led by smartphones. Even in relatively vertical industries, mobile devices exhibit strong penetration.

Webpower: Moving in the mobile era

The shift of digital marketing in the mobile market and the acceleration of the market's non-adjusted email login pages are still commonplace, and in addition to affecting the reading experience on mobile devices, it also undermines the brand's image. The side also reflects that marketers have yet to fully adapt to the mobile market. What are the secrets of big companies ' surprise in email marketing in the mobile era? Multi-channel Intelligent Marketing Service provider Webpower shared how to adapt the message to mobile marketing trends.

1. Traditional Mail on the mobile side of the natural shortcomings

First, the size of the different mobile devices can not be adapted to the best display, whether the length, font size, layout or image resolution will be on the mobile device deformation, the user has to manually adjust to complete reading. Secondly, many enterprises in order to enhance the mobile user experience, for the PC and mobile two versions of the message and push separately. And even in data management, there are different management. Although, some enterprises of mobile marketing strategy is commendable, but also greatly increased the enterprise's mail marketing costs.

2. Creating responsive Mail is a key to email marketing

The response message is based on CSS3 for the HTML creation of the message. That is, the message will be rendered with the user in a different device environment (System platform, screen size, screen orientation, etc.) automatically respond to achieve optimal display results. Flexible display of responsive messages, including message width, dynamic adjustment of font size, adaptation of flow layout layouts, and automatic image scaling. Enables users to read better on mobile devices with various screen widths.

But not all of the mail to follow the response-style mail, the background of the complex promotional mail is not suitable for. Do not use background-class images to make responsive mail. In the content of the message also to highlight the focus, that is, the content of hot products layout design, the proportion of the same, to ensure that users read clearly.

e-mail marketing in the face of mobile device strategy, in 2014 has become a lot of enterprises at the market level of concern. According to Webpower China Mail marketing platform statistics, especially in e-mail marketing performance is very active business-to-consumer enterprises, has begun to increase in response to the use of e-mail and input. We believe that in 2015, the marketing strategy of e-mail mobile marketing will not only be limited to the development of responsive enterprise, but also focus on the content and social media marketing optimized with mobile terminal.

2015 e-mail Industry mobile marketing actual combat