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Mobile Email Strategies for the 2013 Holiday Season

Mobile Email Strategies for 2013 Holiday Season The holiday shopping season begins next month! As consumers are more likely than ever to use their smartphones and tablets to shop this holiday season, it's critical that marketers come to expect and prepare for mobile as the dominant mode of email viewership by adhering to the following strategy checklist: Know your email subscribers. Identify the extent of your mobile customer base. Top 3 ways consumers found a shopping website: based on the 2012 holiday season #2 #1 #3 Existing Customer 61% Using Search Engine Results 22% Email from Retailer 27% Devices used to view emails: Apple: 82% (iPhone, iPad, etc) Android: 17% (Samsung, HTC, LG, etc) Other: 1% E: BlackBe (Nokia, BlackBerry, etc) Holiday Checklist • Identify your customers' device preference and usage patterns Expand email list with mobile attributes in order to deliver messages in the appropriate format 4 Personalize email content with customer "use case" in mind. Top smartphone shopping habits during the holidays: Measured during the 2012 season 50% OFF Find a Use a Use mobile "Check in" store shopping app coupons at a store 71% 65% 51% 40% How much more do tablet users spend per transaction: 54% 20% more than smartphone users more than desktop users Holiday Checklist V For smartphone users: design quick access to store locator, location-sensitive offers, check-in/add to calendar 3. • For at home tablet users: design easy access to app, feature customer reviews, easy checkout option 4 • For Mobile-Centric Customers: develop exclusive email promotions to highly mobile-centric customers Implement mobile email design to promote email readability and interaction 49% of all email opens happen on a mobile device 75% of U.S. smartphone owners regularly use email on their device of consumers are 'highly likely' to delete an email that doesn't render correctly on a mobile device Holiday Checklist v Optimize email subject lines and pre-header text for the mobile inbox Design email layout for the mobile screen with scalable or responsive design • Make calls-to-action easier to complete on-the-go 4 Time emails carefully The top 3 biggest holiday sales days: measured during 2012 holiday season Cyber Monday $1.98 Billion Black Friday $1.57 Billion Thanksgiving $1.34 Billion Holiday Checklist v • Send Thanksgiving day emails after dinner to catch early Black Friday shoppers • On Black Friday, pay special attention to optimizing for mobile to catch shoppers on-the-go Send offer-extended emails post Cyber Monday to remedy shopping cart abandonment Continually test to optimize email messages. While 49% of emails are opened on a mobile device... 51% 49% you Mobile Desktop Interaction the average business user receives 70 email Mobile device users are 50% less likely than desktop users to interact with an email messages a day Holiday Checklist • Use subject line testing to optimize open rates for both desktop and mobile devices Preview emails in multiple clients and in images on/off modes prior to deployment • Test different holiday offers to gauge customer response rates and preference To learn more about the importance of mobile in email engagement behavior as you prepare for the 2013 holiday shopping season, check out the full report at.. References 1. html 2. Adobe Digital Index, as reported by Adobe, Tablet trump smartphones in global website traffic, March 2013 3. Adobe Digital Index, as reported by Adobe, 2012 Holiday Shopping Recap, January 2013 4. Chadwick Martin Bailey study, as reported by BizReport, People Delete Emails That Don't Render on Mobile, August 2013 5. Nielsen, The Mobile Consumer Report, February 2013 6. The Radicati Group, Business User Survey, August 2013 7., 2013 Holiday Strategy & Planning Guide, August 2013 8. Yesmail, Mobile-First Email Strategies Webinar, June 2013 Everything else = Yesmail Email Marketing Compass: The Mobile Effect, August 2013

Mobile Email Strategies for the 2013 Holiday Season

shared by Yesmail Interactive on Nov 15
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With the official start of the holiday shopping season, there is no doubt that most holiday email campaigns are already in full swing. But did you know there are six fewer days between Thanksgiving an...


Gurjit Sandhu


Gregg Hecht


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