|Railey Mountain Lake Vacations mobile-optimized emails use a CSS media query within their inline-styled HTML template.|
Last month we were honored and excited to receive the news that we had won our fourth MarketingSherpa Email Marketing Award! We headed to Las Vegas for the MarketingSherpa Email Summit 2013 not only to be acknowledged for the taking silver in the “Best Audience Engagement” category, but also to learn about all of the latest trends and developments within the ever-changing world of email marketing.
We were thrilled that our winning submission was for the Mobile-Optimized Email Template we created for our client Railey Mountain Lake Vacations.
The goal of the campaign was to improve audience engagment and response by creating an email template optimized for mobile devices. Armed with key insights from email reporting serviceKnotice, we were able to track open rates by device (desktop, iPad, iPhone, Android devices, etc.). While the vacation rental industry doesn’t appear to have open rates on mobile devices as high as other industries, the need to experiment with mobile email templates was still there. We created our mobile-optimized emails using a CSS media query within our inline-styled HTML template. Through the media query we were able style fonts, resize images, and eliminate some elements that weren’t completely necessary for smartphone/tablet viewing.
Sounds pretty boring and nerdy, right? OK then, let’s get to the results!
Since starting to use the mobile-optimized templates in June of 2012, we sent four emails (mid-June, 2012 through the end of September, 2012). In comparing the results from the previous four emails (March, 2012 through mid-June, 2012), click-through rates and page visits on iOS devices increased 1,516%.
Likewise, CTRs/visits on Android devices increased 164%. Bounce rates on iOS dropped from 48.76% down to 35.99%. Most importantly, revenue increased by 120% when comparing the four mobile-optimized emails to the previous four non-optimized templates.
The end result by optimizing our emails for mobile display was a campaign that delivered boosts in click-throughs and page visits across the two most prominent mobile platforms, a drop in bounce rates, and notable boost in revenue when compared to its previous sends.
It’s very exciting to once again be honored as running some of the most creative, innovative and effective email campaigns in the industry and we’re thrilled to be included amongst heavy-weight companies such as Nike, Sony and Adobe.
If you’re ready to take your email marketing program to the next level – no matter the industry, or size of your company – we’re here to help with award-winning results! Contact us today to get started.