We know a couple of people who aren’t doing email marketing, like a dozen or so, tops.
Some companies are HUGE in email marketing; after all, it’s been the lifeblood of many businesses for years upon years now, and they believe that they would literally starve without it.
We’re not saying they are wrong, but we do believe they rely WAY too much on a single medium and method of transport for their message. And that is likely wrong.
Maybe you’ve seen this article (or the statistics behind it) from MediaPost – that goes into some detail about the Kahuna study that claims 90% of people are using mobile to open email.
Mobile click-to-open rates are also increasing when compared to their desktop compatriots, with mobile open rates beating desktop consistently by at least 3% during the study’s time period.
While this article seems like it’s mostly about email marketing, it’s really not. (oops, fooled you!)
The real key here is MOBILE. Not email. Anyone can send an email (we send a lot of them for sure), and it’s much harder to get someone to open and click on an email than it is to send them a lock screen notification and get them to read that.
Why is mobile the key?
Mobile notifications are also correlated with an increase in app retention, according to the study. Personalized push notifications derived from customer behavioral data decrease email opt-outs and mobile app un-installations, and mobile notifications correlate to almost a 300% increase in mobile application retention over a 90-day period.
Because pairing push notifications (which come from apps, or more importantly, mobile wallet passes that DO NOT require an app in order to use) with email sends make a user more likely to open an email, follow a link path, opt in to a funnel, or take a look at what you have.
We recently ran an ad campaign on social media. I’m sure you can guess which social media, but that’s almost irrelevant. The key figure is this one: 80% of our interactions occurred on mobile.
That’s right – 80% of our social media ad buy tracked to mobile users.
We ran four ads, tested against each other, with the budget distributed equally AMONG the ads, instead of proportionally against the interest groups, and each group still came up with the same percentage of users being roughly 80%. Go figure.
What this means, in a nutshell, is that email campaigners should be reinforcing any and every type of mobile interaction they can finagle with prospects and customers.
****We suggest running an email campaign to get mobile wallet installs and then running push notification campaigns directly to the installed passes that take users directly to the browser version of your email campaign.
It’s THE most effective way to get attention across the mobile-sphere; users are engaged on two different fronts, and if they were to miss your push notification (not impossible) then you’d still have the email version to present to them. If your email provider offers tracking (and which one doesn’t) then you can set it up so that anyone who followed the mobile wallet link to the mailer won’t be sent the mailer itself if you stagger the send days out by at least 24 hours.
If you were super clever, and we know a lot of you are, you could probably set up a trigger that would redirect anyone who had already visited that page from push to a different one… just thinking out loud.
Bottom line: if you want to see more conversions and more click throughs for your email campaigns, stop sending them only as an email.
In the same way that there is plain text and HTML, now there’s email and there is push notifications and it’s downright silly not to take advantage of both if you’re doing email marketing.