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White Paper
Three Mobile Email Marketing Challenges - and What You Can Do About Them
Introduction Mobile Phone Email Users (millions)Until now, marketers have been limited to two relatively uninspired options for sending direct communications to consumers on their mobile 1200phones: SMS ("text messaging"), and text-only, imageless email on 1,1071000devices like the Blackberry and Palm Treo. But with the introduction of Apple's iPhone and competitive operating systems like Google's Android 800and Palm's Pre/Pixi now offering similarly rich user experiences, email 600marketers have a huge opportunity to reach consumers anywhere, any 659time, on their mobile devices. 400392The numbers are staggering. According to veteran Internet analyst Mary 200234Meeker of Morgan Stanley, mobile Internet adoption is outpacing desk- 1391top adoption by a factor of 8 . Meanwhile the Radicati Group, a research 020092010201120122013firm, says it expects the number of consumers who access email on Chart: T he Radicati Group, "Wireless Email Market, 2009 - 2013," October 12, 2009, www.radicati.com. mobile phones will balloon from fewer than 200 million last year to more than 1 billion worldwide by the end of 2013. The day when more people some point during the week and day-on a ported Blackberry, Android, open and respond to email in the palm of their hand than while at their iPhone or other mobile email platform. But how can you tell?desks is rapidly approaching, and represents nothing less than a sea change for email marketers. Opportunities.To succeed in this new environment, marketers will need to re-imagine Ask customers directly about their mobile email preferences when the customer experience and adopt a new set of email marketing they first sign up for your email newsletter, and also offer them the tactics. In a recent Unica global survey of marketers, over one third of ability to login to your website at any time to update those preferences. marketers (36%) revealed that they are already conducting some type of Entice them to sign up for mobile email communications in lieu of mobile marketing, and adoption will increase with an additional 40% of SMS-mobile email isn't just experientially richer, but also doesn't cost marketers indicating plans to incorporate mobile marketing. In this white nearly as much to send and receive, whereas text messages typically paper, Unica highlights some of the top challenges that email marketers cost 3-15 cents per message, for both the marketer to send and the face in the smart phone age, and outlines the technologies and best customer to receive. practices they should implement to succeed and maximize ROI. Automatically detect which devices your customers are using to ® ®read email (and when). Using Unica NetInsight next generation web Challenges and Opportunities analytics or our newest technology, Pivotal Veracity MailboxIQ can finally provide marketers with this level of insight. Unica has already Challenge 1: Finding out whether your customers are opening your observed several MailboxIQ-tracked campaigns where 10% and more email on smart phones (and which mobile email operating systems of messages were viewed using mobile phone-based email readers, they are using). 3and the number often varies by day of week and time of day. A recent study found that 52% of mobile phone owners access the same email account across multiple devices (PCs, laptops, etc.), with Knowing when and where your customers are reading your email can 2the other 48% using a distinct account for mobile email only, so more drive more relevant messaging and multi-channel sales. For example, if than half of your users may be receiving email at Yahoo!, Outlook or a retailer knew that its customer always opens its email using a webmail Gmail addresses, but are actually reading the message-at least at program from Monday through Thursday, but then opens it using a mo-bile phone from Friday through Sunday, the retailer might respond by:1 M ary Meeker, Morgan Stanley, Web 2.0 Summit, San Francisco, October 20, 2009. . Sending online/website promotions earlier in the week, and sending 2 ExactTarget, "New Mobile Email Insights: Mobile Only Readers," June 16, 2008, mobile-focused offers on the weekends that are designed to drive blog.exacttarget.com. 3 Unica, "MailboxIQ: First Results & Analysis," October 2009. offline sales and be redeemed at brick and mortar locations.
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