The shift to mobile in the last few years has revitalized e-mail marketing as a viable means for ecommerce businesses to connect with their customers. According to statistics presented by Forrester Analyst Sucharita Mulpuru at the recent Shop.org conference, 44% of e-mail opens happen in a mobile environment and 40% of customers say that checking their e-mail is the first thing they do in the morning and the last thing they do at night.
Personalized Email For the Win
However, just sending the e-mail is not enough. We all get too many messages each day. So how can retailers rise above the noise and create personalized, targeted, mobile optimized messages? One of the best ways to do this is to combine personalized content along with your email offer. Personalized product recommendations that are customized to the shopper and dynamically update when the e-mail is opened, insure that your consumer sees products that are relevant to her, are current and in stock. Another thing to think about is that the small screen real estate in emails. With so little space to convey your message, you need a thoughtful approach. Create e-mails in a responsive design so that smaller screens do not appear cluttered with excess information that overwhelms users and discourages them from taking action. As well, think about reducing the number of product recommendations to no more than 4, and placing them in a vertical fashion for easy scrolling when opened.