June 2011 research by ExactTarget found that email was the most powerful form of mobile marketing in terms of driving purchase among smartphone owners in the US.
According to the eMarketer article, Mobile Email Most Likely to Drive Purchase, More than half of smartphone owners who had made a purchase because of a mobile marketing message said they had done so after receiving a mobile marketing email. About four in 10 smartphone owners who made a purchase as a result of mobile marketing did so because of a text message.
Individuals may not complete the purchase via their phone, in fact the article states that only one third actually completed the purchase via their smart phones browser. What is important is that these messages are getting the attention of the individual and further driving an action from them.
Remember These Essentials:
1. Content is key, be sure that the content is something that would peak the interest of the target market you are trying to reach. This means that you may even need to divide your target market into different email buckets to focus on a particular demographic or known purchasing habits.
2. Keep in mind as you are creating your emails that if individuals are viewing your email on a smartphone, it is typically between meetings or at a red light. Ask your self what is going to help them remember your email, and make a mental note to come back to it and take action.
3. Deliver what you promised, for example if your email is to download a coupon for a free item, make it simple and easy to complete and present options. If a user wants to download and have available via their smartphone then create that option. Also provide an option for those who may choose to download from their computer, print and use at store site. Bottom line, make sure the experience is a positive one so that when they receive emails from you they are remembered with a positive experience.
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