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The Importance of Mobile Email Marketing

  |  October 12, 2012   |  Comments   |  

A study conducted by the Hong Kong Association of Interactive Marketing revealed 80 percent of respondents access the Internet using mobile devices.

The Hong Kong Association of Interactive Marketing conducted a survey in September that showed results of how necessary it is for marketers to invest time and effort in mobile marketing. In the past three years, more than 30 percent of businesses (marketers in particular) believed that mobile marketing can be a huge aid in directly reaching the target market.

According to the survey, this year there is an estimate of nearly 50 percent of marketers who use the Internet via mobile for one to two hours and almost 10 percent are on it for nine hours or more - daily. To sum it all up, 80 percent of the respondents tend to access the Internet daily by using mobile devices. Hence, the power of the mobile Internet can be used for the marketer's benefit in terms of connecting to clients since both parties spend a considerable amount of time using the Internet every day.

Fine-tuning a marketing campaign to mobile is essential in this day and age. If the previous decade focused on snail and web mails for sending out marketing messages, the past few years marked a new trend for marketing that involves mobile email since people evolved to being always on-the-go resulting in a strong bond with their mobile phones for convenience and also to save time.

Typically, an email marketing template provides ample information about a product that a marketer would want to sell. It also includes details that will walk the client through the whole description. It then ends with provided contact details and mailing addresses for client response. Such format can be long and tedious when a client retrieves marketing emails via mobile. And since 80 percent of the said survey respondents use the mobile for Internet access, it is ideal to use an application that automatically optimizes such tedious email to a different template that is easier to retrieve using mobile devices. Such an application exists that detects the gadget of the receiver so that it can modify the marketing message to a banner-like format, which makes it effortless for the recipient. It also has a one-to-call feature that allows the client to connect to the marketer in just one click - this is usually seen at the bottom of the page.

One of our clients in Sweden, Porsche, used the same application early this year and compared their marketing statistics over time. At the latter part of 2011, their open rates for email marketing remained the same and the recipient responses weren't as active. Come May 2012, after a few months of using the app, they had a whopping 49 percent open rate and 15 percent one-to-call button activities. The results showed a 7 percent open rate and 8 percent one-to-call button click increase. It has already had quite a number of progresses for just a few months.

Based on our study, mobile email marketing is imperative and the results shown by Hong Kong Association of Interactive Marketing and Porsche prove that many clients nowadays rely on their phones to open emails and connect to the rest of the world. Therefore, tailor fitting a marketing campaign to mobile isn't the only thing that is important, but also that of marketers going into their clients' lifestyle and gadget of choice.

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ABOUT THE AUTHOR

Jonas Blanck

With more than a decade of experience in email marketing, Jonas has been working as CTO and business development at leading ESP, Apsis in Europe. As an avid entrepreneur, he took on the challenge of starting the operations in Asia and resides in Hong Kong since four years ago.     

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