The Real Meaning of Personalization: How To Address The Mobile Email Dilemma

Here are two stats to consider:

1. Nearly 50% of US consumers now own a smartphone (Internet Retailer).

2. In 2011, some 76% of smartphone users in the US said they view email on their phones (Pew Research).

Mobile devices have become a staple of everyday life. Consumers check email on their mobile devices around the clock—whether they are waiting for a friend or on the train during their daily commute—email is wherever your customers are.

However, many of these email viewers are doing just that, viewing. A large majority of all email engagement, meaning clicks and conversions, comes from consumer interaction with email on a desktop computer.

So how can marketers address the conversion challenge presented by smartphones?

First, ensure every email sent contains a device-of-open pixel. The first step in optimizing emails is understanding how your consumers are interacting with your messages. Delivering the perfectly tailored emailed is only meaningful if you deliver it at the right time, to the right device.

Second, retarget consumers with follow-up emails at a time when they’re most likely to be at a desktop. By identifying the optimal time that a consumer is likely to interact with email on a desktop computer, marketers can create triggered “second/last chance” campaigns that retarget consumers when they are most likely in a place to click and convert on your marketing messages.

Finally, optimize your emails and corresponding landing pages for mobile. Despite how brilliantly your email renders on a smartphone, if your email links are not optimized, you will miss out on conversion opportunities.

While utilizing industry-timing trends and benchmarks is important, identifying the specific timing and device preferences of an individual consumer will significantly increase your chances of reaching them and driving purchases. 

Personalization isn’t simply sending an email with a consumer’s first and last name. It’s about tailoring email communications and deployment times to the individual consumer. It’s about recognizing the time of day that the individual reads emails and the devices they use. With this insight, marketers can provide a truly personalized experience, ensuring an engaging marketing experience.