Massive growth in the use of mobile devices means more users are opening emails with smartphones and tablets than ever before. But too many healthcare marketers continue to optimize their campaigns as they always have for desktops. This, quite obviously, is a mistake that savvy marketers should avoid making at all costs. That is, unless you're among that rare breed of marketers who enjoy watching their bounce rates skyrocket, it’s time to pay attention to tap through rates.
MarketingLand reports on research analyzing device usage for opening emails during the first quarter of 2014. The study reveals that 47.2 percent of emails are opened using smartphones, while 18.5 percent are opened via tablets. In the latest quarter of 2014, DMD email results data demonstrated that the average campaign mobile open rate has increased by almost another 10%. This presents an opportunity for healthcare marketers who optimize email marketing campaigns to suit the changing landscape by focusing on tap-through rate as a key performance metric. Here are five ways to boost open rates in our increasingly mobile-obsessed world.
Engage in Deep-Linking
Healthcare marketers gain a competitive advantage when they start thinking in terms of the more mobile-relevant tap-through rate, a metric that indicates the variation in click-through rates across devices, instead of the standard click-through rates relevant to the desktop experience. InformationWeek reports that some innovative retail marketers are already doing this, linking promotional messages straight to specific app pages to boost conversions and improve the user experience.
Take Advantage of Tap-to-Call Functions
Tap-to-call is just one of many custom specifications that can be configured to target email recipients based on the type of device from which they’re accessing the message. In other words, mobile users can be prompted to call your company by simply tapping a button or built-in CTA within an email message. This device-specific customization is also available in some other marketing channels, such as pay-per-click (PPC) advertising.
Use Mobile-Optimized Buttons and Links
In addition to targeting mobile users with relevant and useful options like tap-to-call, healthcare marketers can also boost open rates by using mobile-optimized buttons and links. Buttons and links that aren’t optimized for mobile sometimes render incorrectly on small mobile screens, and they’re often difficult to click, leading to frustration for users and increased bounce rates for you. Mobile-optimized buttons are small enough to fit on a mobile device screen, yet prominent enough to be clearly noticeable.
Integrate with Social Apps
A 2011 report from Pew Internet Research surveyed mobile users about their app usage habits. According to the survey, 56 percent of mobile users reported using a social networking app within the past 30 days.
By integrating social media into your email marketing campaigns, you’re providing recipients with another channel to connect with your brand and a means to quickly and easily share your content with their followers on Facebook, Twitter, LinkedIn, and other popular social networks. The end result likely will be increased exposure for your brand.
Build Tap-Through-Friendly Landing Pages
If you’re optimizing your buttons and links, it only makes sense to optimize the pages to which those links lead. Why? If a user clicks in an email, but is presented with a less-than-optimal experience, they’re more likely to bounce and less likely to convert.
Landing pages designed for mobile devices typically have shorter copy in order to avoid losing the CTA and other prominent elements below the fold, and ideally, the font is large enough that users don’t have to zoom for legibility. And because 61 percent of mobile users call a local business following a search, it’s a good idea to make it easy for your audience to reach you.
Mobile devices have overtaken desktops as the most-used platform for opening emails, which is rather unsurprising considering 84 percent of device users keep their mobile devices within 10 feet of their person at all times. Thinking about the various steps mobile users may take upon opening an email from your organization is helpful in determining how to properly optimize your email communications to adequately meet the needs of this growing audience, and therefore produce better results.