Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
I've written a lot about the importance of having a mobile friendly auto dealership website given the increase in smart phone usage, but when your dealership sends emails, are you also taking mobile into consideration?
A recent study by Knotice, an on-demand marketing software and agency, shows that 36% of emails were opened on a mobile device (tablet & smartphones) during the first quarter of 2012. This is up from 27% in the fourth quarter of 2011. If this pace continues, half of all consumers could be reading emails on their mobile devices by this time next year.
Just as you need to make sure that your website content is optimized for mobile phones, make sure your emails are compatible for mobile devices too. Provide a plain text option, or at the very least, add text/tags to images and videos so that users will know what they are even if they don't see them.
Testing is huge here - so send your emails to yourself and others to look at on your mobile devices. Make sure that you are able to track your email key performance metrics (opens, bounces, reads, clicks, visits, leads, etc) at the device level, so that you can see whether the changes and improvements that you make to your email campaigns are meeting your goals.
Since over a third of emails are already being read on mobile devices, shouldn't you at least make sure they look the way you want them to?