Curation Revolution

Email Marketing Critical & Different Now
35% of people use their tablets in bed. In and of itself that stat isn't all that helpful (lol), but understanding the curation role tablets and smart phones play is becoming critical to successful email marketing.

Here is how mobile is changing email marketing:

* Look and feel changes (less is more and clear CTAs).
* Subject lines = even more critical (7 word rule).

* Delivery timing is changing (see linked article). 

* Speed critical (delivery network is slower, so smaller is better).

* Engagement is harder, so SINK THE HOOK. 

Mobile Email Marketing Rethink 

Mobile email goes in curation steps.

Step 1 REVIEW
First goal s make it past the "trash this" review. Trash this reviews are about who is sending WHAT now. Many people use their mobile devices to decide what gets into their laptop or desktop computers. 

Key in Step 1 = great subject line and a trusted brand (if not trusted yet you can become trusted by only emailing GREAT stuff that is relevant for who you are sending it too - so create segments and personas).

Step 2 OPEN
Opening email marketing on mobile devices is yet another hurdle. If your email takes a long time to open it flunks this test. Small and fast is best. If your email marketing is image heavy it won't work well on mobile.

Key in Step 2 = clear headlines with large Calls To Action (CTAs). 

Step 3 ACTION
If your email isn't easy to tap, swipe or make it move forward then you've failed the most important conversion step. You've worked SO HARD to have your customers arrive here make sure ACTION is easy on a mobile device and remember action steps are different on different devices.