How to optimize a mobile email?

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According to figures published in a study by the National Union of direct communication in France, the Internet is becoming increasingly mobile and connected. These figures underline the importance for car dealers to consider this data in the development of their mobile marketing strategy.

A strong tendancy towards the use of mobile devices

Indeed, 52% of web users regularly use their smartphones to surf the web and 33% use their tablets. These figures show an ever increasing tendency towards the use of mobiles for reading emails, to search on the web or make a purchase.

The study also shows that the choice between using a smartphone, tablet or PC varies depending on the time of the day. In the morning, smartphones are preferred whilst travalling (public transport), whereas during the day time (working hours), the PC and at home, the tablet. This pattern does not apply to the weekend, when all platforms are used.

Email: generating traffic on the web … and in the car dealership!

Among 10 advertising channels analyzed, email generates the most traffic on the web. Another important fact for car dealers: 28% of people went to the store after opening an email. These users particularly like finding a “store locator” in their emails ( tool to find the nearest point of sale to their home).

Adapt your email to smartphones

Given these figures, it is therefore essential to pay attention to the content of your email in order to adapt it to mobile devices as well. You will maximize your chances of generating more traffic, whether in car dealership or on your website through your email.

Here are some tips to optimize your emails:

• Test your emails on different devices before sending it ( smartphone, tablet, Android, Windows Phone, Apple … )
• Write a short email to facilitate reading for the user
• Separate the text of your offer from the image. Even if the image does not load, which happens frequently, your offer will still remain visible.
•  If you insert a clickable phone number, test different phone number formats to check which works the best.
• Make sure your dealership website works properly on smartphones.