Congratulations! After taking to heart Ben’s thoughts on Responsive Design, you’ve managed to be an agent of change, and evolve the customer experience for your marketing program. Or, perhaps your program was already responsive, and you’re feeling that bump in engagement and ROI. In either case, you might be wondering “What’s next?” in general, or maybe “Are there any other considerations for our mobile-oriented customer base?” in particular. Well, wonder no more, we are here to help!
But first, for the uninitiated – What is mobile-first design? In a nutshell: the idea that your customer experience across your website, web-based apps, emails, and landing pages are designed & built starting with mobile platforms in mind, with considerations for the smaller screen and comparably limited functionality (at least, when compared to a desktop) at the forefront. This goes hand-in-hand with the idea of progressive enhancement: starting with the small screen + lesser functionality, then building upon that solid foundation through adding features and functionality for larger screens and more robust platforms.
Of course, not all concepts are a best fit for every organization or program. It might have been an uphill battle convincing your organization to adopt a responsive experience, and truth be told, mobile-first design might not be right for you & yours. How then can you determine if making the jump from general responsive design, or even straight from a desktop-only experience, to a mobile-first approach is right for your program?
As is the case with all things marketing automation, your answer lies in data. Litmus reports that about 50% of email opens in 2017 occurred on a mobile device (including tablets). While some research has been done into mobile opens per industry, and mobile opens per demographic, far more relevant to your decision-making is: What do you know about your audience? What percentage are primarily and consistently engaging on mobile? If you’re not sure, it could be worth the investigation, especially if your program is still desktop-only. Is your website capturing device type and/or OS used to view pages? Then feeding back into your CRM? What about the emails you’re sending – are they able to capture that information and make the data available to you for analysis? If not…you could have it were you using the Oracle Marketing Cloud! Oracle’s B2C solution Responsys can track device metrics in Interactive Dashboards, and the B2B solution Oracle Eloqua can do so in Insights (targeting based off of device engagement is possible too, if you are curious). Litmus, too, is another trusted resource that can offer insight via data. Getting your hands on this data is crucial to see past the hype and determine what move – if any – is right for your program.
Getting your hands on this data is crucial to see past the hype and determine what move – if any – is right for your program. Let’s say you’ve already rolled-up your sleeves and feasted upon your engagement data, and a mobile-first approach is the way to go. When is the right time to implement? Despite our deliciously high ROI, marketing automation budgets are not unlimited (*sigh*) and neither is access to developers. I suggest taking advantage of an upcoming creative refresh or rebranding efforts. If there’s a significant new initiative (product launch, event, etc), perhaps mobile-first can really help your marketing push stand out from your previous efforts.
A relevant experience is key to a strong performing email. You’re a Marketer, you’ve done your homework! You’ve segmented your overall audience and have the right customer profiles and figured out the optimal cadence for your audiences, and now you’re getting into their inbox just often enough to keep them engaged. You’ve studied your response rates for those audience segments based on time of day, or day of the week, and adapted. You’ve developed tone and design tailored to those segments, and through iterations of email sends, your copy and content beautifully realize this design. You’ve personalized that content to your audiences, and now that handsomely-designed email presents custom-tailored messages to the people within your audiences. You’ve led the charge in adapting responsive design practices for your customer experience.
You may be ready to determine if mobile-first is right for your program. It is time to take action!
Let us know if you need a hand, contact us.