Digital Marketing Brief

Engaging the Constantly-Connected Consumer: Mobile Optimization and Context Marketing

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The mobile platform represents the most powerful mechanism yet for delivering contextually-relevant communications to consumers who are always on the move. Marketers who leverage mobile marketing at its best will provide unique experiences for consumers, regardless of time or space restraints, in ways that are differentiated and intensely personal.

What’s come to be called the device revolution really is a revolution – with a whole slew of new technologies, consumer trends, industry movements and, as a result, marketing activities that are associated with it. The move to mobile devices represents a tremendous opportunity to extend the reach of integrated digital marketing campaigns, target customers and prospects more effectively, and increase return on investment.

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Summary

About Lyris Inc:

Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at www.lyris.com.

Effective Email Marketing Tailored for Mobile Users

The mobile experience is not only defined by the message itself, but also the context in which it is presented. This new environment means the days of detailed email are over. Recipients spend an average of only 15 - 20 seconds looking at your email, if they open it at all. So it’s imperative to keep your messages short and employ the pyramid style of writing by including the most important information first. Also consider using infographics and pictograms in lieu of text, as appropriate.

Here are some other ways to cater to your mobile audience:

Keep email subject lines concise – As few as 15 characters of your subject line may be visible on a mobile device, so be concise.

Optimize email pre-headers for mobile – When designing for mobile, optimize the valuable top text space with appropriate pre-headers, the text lines on the top of your message that show up first. The first header should always be a mobile-friendly link that says something like, “Having trouble reading this email? View our mobile-friendly version.”

Design for image-free mobile versions of your emails – While images can enhance the visual appeal of an email on a computer monitor, you also need to consider that they can lead to longer load times on mobile devices. Place your emphasis on quickly getting your core message to your mobile subscriber.

Provide a text-based version of emails – This is a requirement for many mobile readers.

With new mobile technologies come new challenges and opportunities, but one thing is clear: Mobile users – whether tied to a cell phone, smartphone, or tablet, or utilizing app downloads – are rapidly becoming comfortable with accessing and interacting with brands whenever and however they want to, and expect to have a seamless experience doing it. Utilizing e-marketing solutions that make it possible to fully embrace and leverage mobile technologies can help marketers keep pace with consumer demands.

Download our guide, Engaging the Constantly Connected Consumer: Mobile Optimization and Context Marketing, to learn more about digital marketing tools that can help you tailor your messages for the in-the-moment, always-connected mobile consumer.

Download the Full Guide