Email is Migrating to Mobile. Are You?

An ExactTarget blog post a few weeks ago caught my attention because it featured an excellent graphic that clearly shows how fast mobile email consumption has grown over the past year.

The reason this is so important is simple… email still remains a “killer app” in terms of driving attendance and registration dollars for shows.

The challenge for event marketers is that this killer app is migrating to mobile.  I see this trend playing out first-hand by looking at tracking data for email campaigns from my clients’ shows, and it is reinforced by many conversations with event marketers and feedback I get at my industry presentations.  If you want to continue getting that killer ROI from email, you need to migrate too!

Not only are we seeing significant platform migration i.e. desktop to mobile as reflected in this graphic, but email client market share is also fluid and should be factored into your email strategy.  These macro data points are a great starting point, but you will of course need to determine these metrics for your specific target audiences in order to maximize your email results.

You also need to understand what your mobile emails look like.  Test creative on different mobile devices, and optimize accordingly.  I have multiple mobile devices and emails render differently on them – and sometimes I don’t bother even reading an email if I don’t like the way it renders.  Perhaps there are people like me in your audience!

Posted on October 18, 2012