Retailers are losing out on the Big Marketing Opportunity in Small Screen e-Mails

Emails have always been one of the best forms of marketing that the e-sellers resort to for pushing their businesses further. For building business popularity and to increase the list of clientele, the web merchants need to cash in the opportunity of capturing the attention of the “on-the-go” potential buyers who are equipped with the mobile devices. Like optimizing sites for the smartphones and mobile gadgets are on the rise with the evolving mobile commerce industry, the retailers need to utilize the marketing opportunity that the small screen emails can offer.

The Recent Study

With the soaring popularity of the smartphones and tablets among the e-shoppers, the results of the recent surveys show that average users use their smartphones almost six times a day and 61% are active online buyers, sealing the business deal from their high-end smartphones. The fact which has grabbed the attention of the customers is that the retailers are missing out on a good business and marketing opportunity. The marketing mails or the mails encapsulated with the latest sales message needs to pop up in the smartphones or the tabs in quick time, grabbing the attention of the smartphone users. However, the reality is far removed from this and the e-sellers are yet to make the most this mobile email opportunity.

Optimizing the Business Message

The web merchants are coming up with one business idea after the other so that they can do away with the tag of being a pushy marketer. When it is about the deliverability of the sales message on the small screen, two things need to be considered. The first thing is that an e-mail should be easily readable on the small screen of smartphones. The second factor that needs to be checked is whether mobile e-mail linked the potential buyers to the landing pages which are mobile-optimized. It has been found that only 23% out of 60 retailers, which were taken as samples in the study, optimized the messages for the smartphone screens.

The Need of the Hour

It is not out of choice that the e-merchants should optimize their site as well as the e-mails of a retailer. In order to engage in effective promotional business activities, optimization for mobile is the dire business need of the hour. Sainsbury scored favorably, when peeping into the UK supermarket. The user experience needs to get improved so that the interested buyers while checking an e-mail does not have to drastically scroll or zoom to ensure easy readability of the business message.

The Layout that clicks

This is the age where you shun ornamentation and the mobile-optimized email campaigns that the e-sellers undertake must emphasize a clear single column layout, with bold buttons facilitating the process of call-to-action. The need of the hour is to use responsive web design. However, if some of the top e-sellers are not able to incorporate responsive web design, then sticking to a simple mail layout is of dire importance.