October 4, 2017 • Aerio Staff
According to a recent study by Deloitte, 43% of consumers check their phones within five minutes of waking up. And throughout the day we continue to check our phones about ohhhhh, 47 TIMES!
How can publishers & authors up their email marketing game to sell more books?
Here are some best practices to optimize email for mobile devices and increase engagement with your readers & clients:
CONTENT- Content is indeed king whatever the channel, but there are some mobile-specific guidelines.
MOBILE-FRIENDLY – Litmus’ State of Email 2017 found that 43% of consumers marked emails as spam if the content didn’t display properly on their phone. Most email marketing tools today come with mobile-friendly options already built-in. If your email provider doesn’t spell it out, they are single-column formats. Use them!
TIME TO SEND – There really is no "right time" to send for publishers & authors. It depends on your particular subscribers and may require some experimentation on your part to see what delivers the best results. This article and infographic from Entrepreneuer.com offers some insight on the best times to send.
SEGMENTATION – Consumers today don’t have time for one-size-fits-all content. Play around with innovative ways to create different segments or lists within your audience. Groups of subscribers who favor certain genres might be a starting point. If you are not sure of subscriber preferences, send a survey! Segmenting by city can be handy when sending invites to trade shows or other book events.
AUTOMATION – Automation may sound complex, but it doesn’t have to be. A simple example of an automated email is the “welcome” email that's automatically sent when a new subscriber joins your list. Many programs allow you to easily build automated campaigns. As your email lists grow, it becomes difficult to provide customers with one-on-one attention, but with automated workflows, you can deliver relevant content that helps to build solid connections. Using an automated workflow to send book event registrants timely messages before, during and after the event is an ideal way to nurture leads and customers!
REPORTING – Every email service provider should provide email analytics. If you are not spending time with these reports, you should be. Email analytics measure your engagement success. Read your reports and act accordingly – modify future campaigns, clean up your email lists, pay attention to what your readers value and provide more of it. Learn what your customers are telling you through their behavior!
Don’t miss out on opportunities by failing to optimize your email for mobile! Reach the right people at the right time with the right message. By developing effective email campaigns that meet the needs of your readers you will build trust and loyalty with your audience and ultimately sell more books!