Mobile Email Marketing
Why Mobile Email Marketing?
Mobile email marketing is experiencing rapid growth as more and more consumers and businesses access
their emails on the go.
To optimize email communications for mobile device users,
Single Entry Point adopted a Technology & Best Practices approach for which it
devised a variety of tactics. This blended approach works especially well as there is
very little support for mobile email standards and HTML rendering capabilities of Smartphones
change on a frequent basis.
Why the combination of Technology and Best Practices?
In short, for two reasons: the variety of HTML rendering capabilities and the complexity of client business requirements.
- First, there is no common standard on how mobile devices will render HTML emails.
And, there is no common standard on how will
they treat Multipart formats
either. Some devices may decide to strip the HTML rather than display the Plain-Text version. Others will decide to render the HTML but do a poor job at that.
Some may read CSS, some may simply choose to ignore
it.
- Second, email marketing requirements are as varied as our clients. They vary from email design, to list structure, to marketing strategy.
To respond to such diverse needs we devised a set of Mobile Email Marketing Tactics (MEM).
These tactics enable us to adapt to clients' business needs by choosing the most cost-effective implementation, while ensuring a high rate of email deliverability.
Here they are in summarized form:
|
MEM
Tactic |
Technology |
Best Practices |
Effort |
|
1.
Best Rendering |
We provide support for serving targeted Multipart MIME, HTML, and Plain Text formats.
|
We apply the appropriate design to
all email templates to ensure
readability in all possible screen
scenarios. Carefully crafted HTML
and CSS, short tracking URLs, size
considerations, are just a few of
the email best practices employed. |
Regular |
|
2.
Data Segmentation |
We segment data on mobile indicators and route the email generation through specific transformation designed for wireless devices. |
Dedicated email templates enable us to
increase optimization efforts for
small-screen requirements. Best
practices are evaluated and applied
based on individual segments. |
More involved |
|
3.
"On-the-go" Addresses |
If your email list supports on-the-go email addresses, we customize our email technology to work accordingly. |
We design and deploy multiple email templates based on mobile and desktop screen specifications.
Best practices are applied within
the confines of screen requirements. |
Most involved |
The above tactics implement methods to
enrich data with both New and Established email lists. In all
instances, you have the option of directing your
recipients to mobile landing pages.
Single Entry Point consultants have a long history of developing mobile marketing technology starting from 1999. Throughout those times we pioneered wireless e-commerce in Canada
offering product catalog and online purchasing availability on small-screens devices.
What next?
You can read more about the Single Entry Point email service and our
technology.
Or, contact us to learn which option is more appropriate for your mobile requirements.
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Mike Lascut is Principal of Single Entry Point
® Marketing,
focusing on the search, email and analytics practice and leading the development
of the
Single Entry Point Email Marketing next generation product. Mike's professional career spans over twenty years, including twelve years of intelligent search and email marketing and over a
decade and half of software architecture and development. When he's not pointing businesses in a smarter direction,
Mike spends his time pointing his lens at wildlife. Connect with
Mike on Linkedin, read his
Nature Research Photography blog,
or reach him via
email or phone.