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June 24, 2012

5 Steps to Creating Fantastic Marketing Emails – A SPN Exclusive

To make a splash with email marketing, you’ve got to stand out. As customers receive deluges of email and text marketing messages, there’s greater likelihood that they will sift through the messages and only act on those that have immediate appeal. Unless you’re on their list of favorite companies or have an incredible giveaway, your carefully crafted message may be deleted without even being opened. Five mobile marketing tips can help your marketing emails succeed.

1. Give Users a Task — And Reward Them For It

Mobile users enjoy interacting with one another and with the world around them using their device. By giving users a task, as Lynx did with photo-completion ads, then incentivizing them to complete the task, you are engaging your users and benefiting from promotion. Try holding a photo or video contest where you ask users to capture something using their smartphone and submit it. Put the contest info in the subject line to appeal to fans and earn a higher open rate. You can reuse the entries on your social media campaigns, website or blog, to show how customers care about your product, so this tactic offers a double marketing win.

2. Keep the Message Simple

Mobile users often check email while waiting for an appointment, commuting to work or taking a snack break. This means the interaction time is short, and that customers may have only five minutes to check all of their email, yours included. If your consumer base tends to be particularly busy, opt for simple plain text messages, since high-resolution images eat a lot of data and take a long time to load. Images also push your message below the fold. Craft your marketing message to be as short and sweet as possible by breaking apart discrete chunks of information into unique messages.

3. Time Stamp It

As daily deal platforms know, mobile users are likely to act immediately. If you’re offering a promotion, giveaway or discount deal, include the date and time information prominently. As summer heats up, try offering free or discounted cold beverage specials at your coffee shop or a free 15-minute massage if you run a spa. If you get your customer in for that half-off iced coffee or relaxing back rub, they may decide to stick around longer or come back with a friend.

4. Make it Easy to Share

If you’re giving away coupons, users may want to share with friends or colleagues. Make it easy to share by removing barriers, such as a mandated login or passcode to receive the offer. To boost conversion rates, include a link to your website at the bottom of social media promos and create an email footer with all of your contact information.

5. Keep it Fun

With so much competition for such limited time, mobile users will ignore anything that’s too long or too boring. Keep your marketing focused on fun by incentivizing the user, providing entertaining information and using jazzy language. A Bunch of Carrot Farmers made a splash with this mobile game, intended to promote carrots as a healthy snack.

Integrate these strategies into your mobile marketing and track conversion rates. If you craft your pitch right, you’ll grab more on-the-go users in the moment they’re ready to make a purchasing decision. If you can appeal to their rushed mentality and make your marketing smoothly integrated with your conversion process, you’ll find that keeping customers becomes much easier.

Joseph Baker has worked in the business world for over 10 years, specifically in management. He has led development and management teams, and implemented budget reductions both professionally and as an independent contractor. In addition, he has led strategic planning and systems of implementation for six organizations, both public and private, and worked extensively with small businesses.