So, how's your e-Newsletter going these days? Uh huh, and how do you know?
One thing you can't possibly know is how your readers are viewing it. E-mail is insanely tricky that way. Are they reading it on their PC? Their smartphone? In Outlook? In a web-based client like gmail?
It's up to the user, of course. If there's such thing as a "sniffer" that tracks whether the e-mail is opened on a PC or mobile device; I haven't been able to find it. If anyone reading this has, let me know and I'll pass it on in another posting.
My friend, Kim Dushinski (President of Mobile Marketing Profits) was recently honored as one of Mobile Marketer's Mobile Women to Watch in 2010.
"When consumers think that mobile marketing is synonymous with mobile spam. It really bothers me because I know that when mobile marketing is done right it is actually valuable and something to be embraced."
- Kim Dushinski, Author, The Mobile Marketing Handbook
She is one of 55 women on the list, all of whom deserve a shout out. The mobile space may appear to be male-dominated at times. Think again. These women prove otherwise.
Reading through their bios on the list gave me a lot to think about.
Here's one of the quotes that really jumped out at me:
"Currently 0.8 percent of email newsletters are optimized for mobile, yet 20 to 30 percent of folks are checking their email on mobile devices"
- Deborah Hall, CEO, Web2Mobile
If you are one of the 0.8% then good for you and keep up the good work.
Now, as for the rest of you; here's what you might want to consider:
- Use a newsletter tool that has a feature for optimizing mobile viewing.
- Remember there is no one universal experience on the mobile platform. E-mail on an iPhone is very different than e-mail on a Palm Centro. Keep it simple.
- Since you have no control over how they are accessing your newsletter, hedge your bet by optimizing the time and day you strike. When is your target audience most likely to be sitting at their computer? When are they most likely to be on the go checking e-mail on their Blackberry? Plan accordingly.
- Tell them how to get the best use out of your newsletter. If you're sending a coupon, for example. Give a short burst of copy to read for the mobile user with instructions to save the coupon for accessing later on their PC.
- When in doubt, ask! Poll your new subscribers with a "mobile format" preference at sign up.