You’ve likely already begun implementing some of your email marketing goals for the first quarter. If you’ve done everything right, you’ll have taken advantage of planning your goals at the end of last year, and implementing them come January 1st. This means by now you’ll already have some data trickling in that you can use to assess the success of any initiative. And while you’ll want to run a full course to gather and assess all data on a quarterly basis, you’re also going to need to run smaller cycles on a monthly basis so you can start piecing together a bigger picture.
What your data shows will vary on a case by case basis across each industry, depending on how you’ve launched your campaigns. However, one thing remains constant: how consumers interact with technology and digital campaigns tends to remain consistent.
The number one consistency across user data is that most of your consumers are going to be engaging you on their mobile devices. This includes smartphones and tablets. Ideally, this is something you factored in during your planning stage – if not, it’s not too late. Checking in at the end of the first month of any new strategy helps marketing teams catch any oversights such as factoring in mobile into their campaigns.
Goal #1: Create a mobile-friendly email campaign
Roughly 15-70% of email campaign subscribers are accessing your campaign off of mobile technology. For you, this means that every single email campaign should be mobile friendly and be tested on multiple mobile devices before sending out the final campaign. This is a great pitfall in many companies, particularly those serving client campaigns: they don’t test the campaign on mobile let alone on the type of mobile device the client is using.
Even if your mobile engagement figure is on the humble side, the fact is that the trend in mobile is going up. It’s a smart move to consider mobile not just as a secondary viewing method, but as equally to anything that accessed through a desktop.
Goal #2: Better understanding the audience
When goal setting, create a profile of your user. Is it a B2B audience, a B2C audience or a hybrid? Once that’s established, you can better assess where you need to be. For example, studies show that roughly 57% of business to consumer types access campaigns from their mobile device. On the other hand, about 42% of business to business types go to mobile.
Break it down further.
Ask yourself, if they’re opening on mobiles, then where are they not opening up emails? The answer is directly from a web portal through a desktop. A November 2015 study by Litmus showed that webmail and desktop opens have steadily declined through 2015 with about a 13% drop from the start of the year.
Where this group has drifted to instead is using email apps, such as Gmail, to access their accounts on mobile. According to a Google/TechCrunch conference in May of 2015, Gmail now has 900 million users (business and consumer), with 75% of that figure accessing their accounts from mobile.
Your data on some level could or could not reflect this. If it doesn’t, it’s because you’re not looking for that level of data – but this is precisely the information you need to have in order to be able to move forward successfully.
Gearing into the next month, one of your primary goals should be to optimize email templates, content and design to be far more mobile savvy.