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Using Triggers to Combat the Mobile Marketing dilemma
One of the main drawbacks that I can see with the rising popularity of smart phones is the knock on effect it will be having on conversion rates for email marketing.
I personally know that I receive a lot of marketing emails and do read a good majority of them on my mobile. I will see products that I like and am interested in knowing more about, but I’m not about to go through the hassle of searching for a product online with my mobile – I normally just say that I’ll look at it later on and then forget about it.
I’m pretty sure I can say with confidence that I’m not the only one who does this and it must be having a detrimental effect on a good proportion of businesses email campaigns.
Using triggered emails though may very well help to combat this problem by allowing the user to ask for more information on a certain item or just the whole newsletter at a different time.
Simple links like “send me more about this later” could be placed underneath each product and then you specify a time delay that will hopefully catch them at a more receptive time.
Alternatively, having a link up at the top of the email asking for a reminder later on or actually giving options on when they want to receive the email again may also help you from losing your recipients to being put off from purchasing on a mobile.
There is of course a challenge to this. We as email marketers are suddenly faced with inserting a myriad of links to cater for all our recipients situations. Would it be too much? Thoughtful designing would have to come into play to make sure that the look of your email isn’t being compromised.
It is something that could be dropped into the design though opposed to the little links at the top as the benefits can be further reaching than just mobile users. Most recipients won’t go through the process of purchasing items at work so they could then set themselves a preferred time to receive the email with triggers used this way.
Do you think that you’ve lost customers to mobile emails? This might be a viable solution to you; there’s only one way to find out though – test, test, test….
Tags
Triggered Emails | email marketing campaign | email marketing strategy | engagement | mobile marketing
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March 30th, 2010 at 2:48 pm
In my experience, a prime concern for most users is “too many emails.”
While your suggestion makes sense, I wonder if most recipients would react negatively to the idea of having an email re-sent, when they already get too many messages. I believe many will just leave the original in their Inbox, with the intention of reading it later (even if they never do…)
March 30th, 2010 at 3:06 pm
Brian – Normally I would agree that too many emails is a problem, but in this case I wouldn’t say that is a problem as this is a controlled additional email. It wouldn’t be sent without them clicking on the link and requesting it to be sent, so I wouldn’t say this is too much; especially to evoke a negative reaction from them.
I can see this just being a non-intrusive option for people on mobiles, or for people who just don’t have the time to read it there and then but do want to read it (and be reminded to) at a later date.