What does this mobile-first shift mean for businesses?

Previously, the advances in technology have been led by business and have served a specific business need.  Now the advances are in the hands of the customer.  More devices means more activity and people use multiple different devices to meet 1 goal and there is little to no preference which device they’re using when this happens.

Consumers just want to achieve their goals and they expect the companies they are doing business with to help.

With less time and money to spend, mobile consumers will use multiple devices to learn about your business, compare your products/services and wait for the right offer before making a decision.  This needs to be top of mind when it comes to doing business. From easy-to-navigate sites and mobile-friendly emails to your message should be easy to access regardless of the device they are using.

1. It means being there.

If we want to get the customer experience right, we have to be customers – with all devices. Customers browse your website from their smartphone.  Is your website responsive, or will they have to fumble with a site designed for a larger screen? Your email is opened on a mobile device. Was your message there? Gone are the days that we sat down at a desktop computer and completed day-to-day business.  Today, this activity is a multi-device experience.

2. It means being simple.

With such a small space, getting things done can become a big effort for customers – think priorities. Focus on what’s important to both the business AND the customer.  The design will play a big role in the user experience here.  A simple, to the point message with a clutter free interface will let users know what needs to be done.  Utilizing well known icons, navigation paths and properly sized buttons (with gaps between them) will let users how to do it.

3. It means being integrated.

The starting point for your customers may not be where you think it is.  The more digital we go, the less attention span we have. This means companies cannot afford to have misconceptions about their customers.  People are going to leave.  The question is – “How do we get them back?”   You’ve sent the email reminder about a pending order, but will that link bring them in right where they left off?  Did you allow that returning customer “confirm” their information rather than enter it again? A little data can make a big impact here by continuing with the last interaction and  minimizing the number of steps in the process.

So why don’t customers read your email?

You’ve got great images.
Great. Images improve the experience but to see those, customers first have to click “display images”.  It’s a busy world. Most people don’t click that display button until they’re sure it’s going to be worth it.

You’ve got great copy.
Even better.  An inciting offer and clear call to action is of monumental importance. Once an email is opened the content of your email will either have your customers looking forward to the next email or looking for the unsubscribe link.

You’ve got a standard subject line.
Umm.  It could be as simple as your subject line. Does it says something akin to “news”?  Does it looks like something the sending software automatically populated? Is the subject line is the same every week?  These examples are a far cry from the subject line rule of thumb: make your customers want to read your email.  One simple change could dramatically increase email opens.

Why is the email subject so important?

The subject line is your glimmering opportunity. Your subscribers (whether current customers or prospective buyers) have given you permission to put your business in their inbox. It is the one place most people have a constant connection – at their desk or right in the palm of their hand via tablets and cell phones.  Luck favors the prepared so don’t waste the chance.

Emails that are opened are those that make customers immediately interested.

It’s there, in the subject line, that the interaction begins.  It’s there that you’ve either generated curiosity or have been dismissed.  Customers that don’t know what you’re sending will ignore your email. Don’t let it be over before it begins.