Secure More Revenue this Holiday Season by Creating Your Mobile Email Marketing Strategy Now

LOS ANGELES - June 18, 2014 - PRLog -- With mobile commerce sales forecasted to reach $100 billion this year according to Forrester (http://blogs.forrester.com/category/mobile_commerce), Campaigner^®, the email marketing brand of j2 Global, Inc. (NASDAQGS: JCOM), today urged marketers to establish mobile email marketing strategies early to ensure optimal revenue during the upcoming holiday shopping season. According to Campaigner’s annual Mobile Trends Survey of nationwide consumers, promotional emails incite purchases made on mobile devices. The data reveals a 22 percent increase in mobile device purchases as a result of email marketing in 2013 from 2012.

Additional key findings from the survey show that 51 percent of respondents purchased items from a mobile device, but only 28 percent did so as the result of a promotional email. This signifies that marketers have the ability to nearly double this number, potentially driving a substantial increase in mobile sales. The survey also identified key drivers in motivating consumers to open promotional emails on their mobile device:

45 percent of respondents are inspired to open mobile marketing emails due to both compelling text and graphics; only two percent are motivated solely by graphics, once again proving that content is still king
42 percent stick to what they know and will read promotional emails on their mobile devices primarily based on familiarity of sender name
21 percent say awareness of an ongoing deal/price promotion is the primary driver to read promotional emails on their mobile device
20 percent cite subject line as the main reason they decide to read marketing emails on their mobile device

While an influx of shoppers are embracing mobile interactions, marketers can still improve and increase their mobile sales with a best practices approach to mobile email marketing. Aside from issues related to content and personalization, the survey found that poor mobile design was also a major source of frustration (60 percent). The data highlights that poor user experiences don’t result in positive business outcomes. Marketers should take note of this feedback to implement necessary changes that will drive click throughs, opens, and ultimately, revenue generated from mobile interactions.

In order to fine-tune mobile email marketing strategies to better engage with customers, Campaigner has developed tips to kick-start pre-holiday planning this summer:

1. Schedule Summer Strategy Sessions

The summer months are the perfect time to create and test various messages, subject lines, mobile designs, and more. The 2014 Campaigner Mobile Trends Survey found that 56 percent of participants read promotional emails while relaxing or watching TV, and 28 percent do so at work. Given how different these two environments are, marketers should take the time to develop multiple messages to appeal to all segments of a given audience, especially before the busy holiday season.

2. Launch Responsive Design 2.0

Marketers should take the summer to review their responsive design strategy and analytics around the success of mobile open rates. If opens are low on mobile, it’s time to review your history. If you’ve previously sent non-responsive emails, your customers are likely waiting to open them on their home or desktop computer. Encourage mobile interaction by using engaging subject lines to compel your audience to engage on the go. Reset expectations and show that your content is mobile-friendly. This will increase mobile activity and is incredibly important to establish prior to the holiday season.

3. Streamline Content

When developing content it’s always key to consider your audience. In this case, mobile users will be expecting streamlined, easily accessed content within promotional emails. No one wants to read pages of text on a small screen – nearly 22 percent of survey respondents said that too much text or hard to read text  irritates them most about marketing emails on mobile devices – so shorten and simplify your message. Use a responsive design template that allows for easy placement of key messages, calls to action and links to social channels. Leverage collected data and analytics to help improve personalization to target various segments of your audience, which will improve mobile open rates and interactions.

4. Conduct A/B Split Testing

Once you’ve crafted new content, subject lines and various other experiments, test them. Create an A/B split test on multiple subject lines and then watch in real time as variations go head-to-head to quickly see which email campaign performs the best. Use A/B testing to validate new design, calls-to-action, limited time offers, etc. in order to provide more meaningful metrics, optimize reader communication and improve conversion rates.

5. Focus on Key Customers

Identify customers who are not responding to your communications and dial it back. This tactic is especially important since Internet Service Providers determine whether or not your emails are delivered. Keep the 80/20 rule in mind: Don’t waste your time and/or alienate the 80 percent who do not drive revenue for your company, but rather focus on the 20 percent who do and encourage a continued relationship by providing rewards, loyalty programs and great deals.

For more information, Internet retailers can call 866-358-6388 or visit the Campaigner Email Marketing for Internet (http://www.campaigner.com/solutions/industry/internet-ret...) Retailers webpage athttp://www.campaigner.com/solutions/industry/internet-retail.aspx/. Or download Campaigner’s free Email Automation white paper (http://www.campaigner.com/resources/pdfs/Campaigner-Email...).

An infographic of the survey results can be found at http://www.campaigner.com/solutions/infographics/pdf/June-Survey-Infographic-2014.pdf

About the Mobile Trends Surveys

The online third party surveys (http://www.campaigner.com/survey/results/201306.pdf and http://www.campaigner.com/survey/results/201406.pdf) were commissioned by Campaigner between December 2012 and December 2013. Each question sampled at least 1,500 unique, randomly sampled Internet users across the publisher group, who identified themselves as consumers. The average margin of error is +/- 2.7%

About Campaigner^®

Campaigner is a robust email marketing solution built by marketers to help small, medium and large businesses strengthen customer relationships and drive sales. Features include professional email campaign creation, industry-leading A/B split testing, advanced list management and segmentation tools, targeted email autoresponders and workflows, powerful API and CRM integration, and detailed campaign reporting. Campaigner is a brand and registered trademark of j2 Global^® or its affiliates. Learn more at www.campaigner.com (http://www.campaigner.com/?utm_medium=press%20release&utm_term=boilerplate&utm_campaign=2014%20June%20Mobile%20release).

Press Contact

Cheryl Renton

Marketing Communications Manager

Email: cheryl.renton@j2.com

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