In recent posts we’ve looked at several functions that were primarily desktop in nature buy have recently moved to become mobile centric. Consumers are increasing using their mobile devices for shopping, social networking and email – you can now include gaming as being on the path to being mobile first. New research has come out that supports why integrating gaming into your mobile site or attaching your name to mobile games can help you create awareness.
• This year over 103 million US consumers are expected to play games on their smart phone –that equals nearly 75% of smart phone users
• By 2017, there will be an estimated 172 million smart phone gamers – an increase of 66% in just 4 years
• Currently one-third of the total population uses their smart phone for games, by 2017 it is anticipated to grow to over 50%
• The number of social gamers is expected to grow by 20% and total casual gaming will grow by almost 15%
• When you combine smart phone and function phone users – there will be close to 200 million people gaming on their phones by 2017
What Does This Mean To You?
Besides the growth in mobile games – the audience is another benefit. While you may think it’s just kids – you’re wrong. The demographics for mobile gamers are older and actually skew slightly female. Engagement levels with mobile games is extremely high. Add all this up and you’ve got a growing audience, made up of lucrative targets who can be focused on content that that is branded with you name. For more information on how to uniquely connect with your target audience,
Yesterday, we chronicled data on how mail is rapidly becoming a mobile first function. There has also been lots of data on how much mobile is influencing shopping. But you can’t depend on just email to create sales on mobile devices. New data is available on mobile email purchase influences and what factors play into why consumers open mail on their mobile devices.
• Less than 10% of online users say they have made a mobile purchase because of a specific mobile email promotion
• Nearly one in four mobile users say the main reason why they open promotional email on
their mobile device is familiarity with the sender’s name
• 16% say the subject line is the main driver of why they open
• 10% say the device they are using is the main influence of why they may or may not open email
•Less than 10% say that the length of the message is a main factor
• Awareness of a good deal is also a reason why they may open a promotional email on their mobile device
What Does This Mean To You?
While mobile email may not be a huge influence on mobile purchasing yet all indications are that it will be. But before they can make a mobile purchase they need to open your message.
Most import to consumers is who is sending it to them and their relationship with that business.
While a customer might have signed up to get promotional emails from you how likely are they to know down the road you will be sending them communication.
It’s important to start the communication as soon as possible. If someone signs up for an email, send them a welcome message and an offer. In fact, take the opportunity to get to know them better – Offer them an even bigger deal if they fill out an information sheet (don’t call it a survey), explain why you want them to fill it out (“offer you our best prices on the items you buy most). Also let them know how often they will be getting communication from them. Sending a welcome email will make them fell, well, welcome and pave the way for future communication. Presenting them with an offer lets them know that you will be providing them with value (make sure your offer is good). Telling them how often you plan on getting email may keep you from getting put into the spam folder or having them change the email address on file to a burner one they don’t check. For more information on how to your customer communication more relevant, please contact:
Source: eMarketer; Campaigner
Email is often considered the first form of digital marketing and its becoming the latest function to move from the desktop to being mobile-centric. Newly released information points not only email being very effective but tremendous growth on the mobile side.
• Nearly one in three emails sent – both personal and business – get opened
• In the past year, email open rates have climbed nearly 20%
• Today, over 40% of all email is opened on a mobile device
• The share of email that is open on a desktop machine has fallen 26% in the past year, the total amount of mail opened on a mobile device is up 50%
• The amount of mail opened with tablets has climbed close to 80%, and the amount opened on a mobile phone has grown 40%
•The average order that comes from transactional email is up 14% in the past year
What Does This Mean To You?
Email is offers your business several benefits, the biggest being the ability to create specific offers for specific target groups or customer segments. Transactional email can also prove very tricky. I recommend that anyone looking to market their business via email consult with a specialist with that platform. There are certain legalities regarding who you can email, what you can email and what has to be contained in the email. For customer acquisition, an email professional can ensure that your mail does not run afoul of Spam regulations, that your list comes from a reputable source and that it is worded in a way that gives it the best chance of being opened. For customer retention/loyalty email campaigns, it’s still a good idea to talk to a professional. They can help you get the most out of your campaigns. One of the best rules of thumb is to only send mail to customers who know they are going to receive something. Online and in-store shoppers will often signup for emails to get discounts and offers but the communication never goes any further because the address they gave you is a burner set up specifically for things they never plan on reading. Make sure that your offers have value and are tailored specifically to that customer. TO learn more on leveraging your target audiences, please contact: