Just when you thought you had mastered the world of mobile email compatibility, that world is upended by new mobile technology. Email marketers already had to weather the jarring transition from desktop to mobile, but now they must keep up with constant mobile innovations to stay even remotely relevant. According to an Experian survey, 53 percent of all emails were opened on a mobile device in the third quarter of 2014.
This means that the new updates to mobile technology can't be ignored. Healthcare marketers have already bent over backward to accommodate the mobile trend among healthcare professionals (HCPs), but it looks like the mobile evolution is far from over. The rules of responsive design change on a dime, but cutting corners on readability will cost you far more than that.
The Mobile Revolution Is Just Getting Started; Marketers Must Keep Pace
As devices and technology evolve, so will the components of email. Content, such as subject lines and preheaders, must adapt to accommodate these unforeseen advancements. For example, smartphones triggered the creation of tablets, which triggered the creation of phablets. Now, smart watches have hit the market, and it's up to marketers to provide the most striking information to fit in the tiniest screen yet.
The Apple Watch may be a harbinger of what's to come for mobile marketing. When we went from desktop to mobile, we went from one square foot of viewing space on a monitor to about three inches on the average smartphone screen. With the Apple Watch, marketers are now challenged to deliver their message on a 1.32-inch screen.
New devices and new forms of communication will mean different email coding conventions, A/B message testing, and precision database management. These elements will continue to reinforce the integral role email plays in any long-term marketing campaign targeting HCPs.
New Mobile Technology Demands Responsive Email Design
Succeeding in healthcare email marketing means being in the right place at the right time with the right message. Since physicians overwhelmingly prefer mobile delivery, the right place is on their mobile devices. As we've seen, though, what mobile entails changes on an almost daily basis.
Marketers must stay ahead of the curve by constantly adapting their email design to the latest technological developments. In developing an email campaign, marketers must adapt to the flexible rules of responsive design: this includes the ever-changing inbox size, and adjusting the creative elements to align with how much of the subject line, preheader, and from line the recipient will see. Also; consider email size. CTAs should be placed above the fold, avoid the need to zoom in/out and scroll left/right, and optimize font size and images.
If the evolution from desktop to mobile and beyond has shown us anything, it's that marketers don't have the luxury of getting comfortable with the way they've always approached technology. Just when you master phones and tablets, smart watches appear and throw you for a loop. In order for email to work at its full potential, it is imperative that it be programmed in responsive design.