Once again email marketing has accomplished something many marketers didn’t see coming. It’s driving revenue from mobile. This holiday season is trending to be the first where revenue from mobile email opens surpass desktop.

You heard that right: email opens on mobile devices are generating nearly as much revenue as desktop opens. You thought email was dead, didn’t you? Thanks to mobile, it’s anything but obsolete.

I’m guessing you, just like me and millions of other consumers, have opened an email on your smartphone. It’s convenient, it’s fast, and it’s easy. However, as marketers, what’s not as easy is understanding why your thoughtfully-crafted email fails to drive conversions and revenue from mobile shoppers.

Marketers are left asking, “What’s the recipe for success?” Well, it comes down to understanding one key ingredient: mobile. We talk about mobile a lot, and it’s because it’s important. For any marketer who emails their customers and prospects, mobile has become the biggest ingredient to engaging and winning over audiences.

Holiday shoppers are ready to buy: you just have to catch their attention in the right place at the right moment. Let’s breakdown mobile’s role in email marketing:

No Ifs, Ands, or Buts: Email Opens Are Mobile

The average smartphone user picks up their device 1,500 times a week (221 times a day). It comes as no surprise then that more emails are now opened on mobile devices than desktop computers. In fact, 73% of email opens in the retail industry are mobile (with 60% of all opens made on a smartphone).

email marketing

Tip: Holiday shoppers like convenience. And what’s more convenient than their smartphone? That’s why 72% of shoppers research items on their smartphones before buying. Use your email marketing to catch shoppers’ attention when they’re researching and checking emails on their smartphones.

Mobile Users Demand Immediacy: Give It to Them

While we may use our smartphones in slightly different ways (I like to research on mobile websites from a browser while others may prefer using individual apps), one thing remains the same: smartphone users demand immediacy. We want our information fast. And when we can’t find it quickly upon visiting a landing page or browsing within an app, it’s not uncommon for us to give up altogether and look elsewhere.

This is especially true for mobile email. When a smartphone user opens your email and clicks through, your landing page must be:

  • Consistent: Ensure what you promised in your email copy is consistent with the messaging you have on your landing page. Consumers want their answers immediately and don’t always want to click around on a mobile website.
  • Persuasive: If you get someone to click through from your email, then they’re engaged. It’s now the landing page’s job to persuade them to take action.
  • Actionable: Give them a way to easily take action by placing your CTA front and center on your landing page. And surround it with persuasive messaging (“Call Now,” “Get a Free Quote,” etc.).

Tip: Many mobile shoppers prefer to speaking directly with a business versus filling out a form and waiting or completing a purchase on their smartphone. Including a clickable phone number prominently on your landing page will help them easily get immediate answers to their questions.

The Cherry On Top: Email Marketing Revenue Is Going Mobile

I mentioned it above, but mobile email marketing revenue is set to surpass desktop within the next quarter or two. Marketers embracing mobile within their email marketing campaigns have helped to create this progress.

email marketing

Two years ago the revenue gap was over 50%. Three-quarters of all email marketing revenue was coming from desktop computers. But as smartphones continued to saturate the market, email opens continued to shift to mobile.

Tip: Many marketers understand that email engagement has shifted to mobile. As they cater their message more to mobile shoppers, we can see that the revenue gap has shrunk to just over 30% from 50%. If you’re not speaking to your mobile audience within your email campaigns then it’s time you start. Otherwise, you’re missing out on potential revenue from your email campaigns.

Have Your Cake and Eat It Too: Get Complete Attribution

Do you want to run email marketing campaigns and have them be successful? That requires collecting complete ROI data. Without it marketers struggle to make the right improvements to their campaigns.

As email marketing focus shifts to mobile it brings with it a new, often overlooked, conversion path: the phone call. Mobile landing pages are going to drive over 30 billion calls to US businesses next year.

Keep in mind these KPIs: opens, click-through rate, conversion rate, bounce rate, and revenue. But remember – conversions can include form fills, phone calls, or anything else you deem a conversion for your business.

Tip: Try using call attribution software to track which marketing channels drive calls to your business. This includes customer calls resulting from your email campaigns, whether they call directly from your email or from your website upon clicking through to it.

People Have Different Tastes: Make It Personal

Consumers are individuals with specific tastes and preferences for everything from their paper towels to their vacation destinations. And not only do mobile shoppers demand immediacy, they want it personalized to their individual experiences.

In fact, email is the area where US marketers are focusing their personalization efforts:

email marketing

As marketers, how can we truly understand these preferences? We can track what mobile consumers click on and what they purchase, but what about their sentiments? How do we know how they feel about their purchase or the companies they buy from? Knowing this information is beneficial. Imagine being able to understand these things from a phone call made by a consumer seeking more information or who wants to make a purchase. A lot happens on a phone call, yet marketers are often left with no way to understand what was said in those conversations.

Tip: Conversation Insight technology allows marketers to know what happens on the calls generated by their marketing. Was it a “good” call? Which keywords were spoken? With these kinds of insights marketers can make improvements to their email campaigns and create more personalized messaging to their audience.

Mobile has fast become the key ingredient in our email marketing strategy. And our recipe for success must include every way consumers now convert from their smartphones.

To learn more about how to integrate customer calls into your conversion metrics, check out The Digital Marketer’s Guide to Call Attribution.