Both email and mobile proved to convert a staggering amount of sales on Black Friday.  According to Custora, email drove the most online conversions out of all possible marketing channels with a whopping 25.1% of online orders.  And mobile shopping drove 36.1% of all e-commerce conversions.  However, there are a couple important points to emphasize, when it comes to these numbers.  The first is that email continues to dominate the area of engaging and driving revenue among existing customers, likely because of it’s portability on mobile. The second is that mobile is no longer an element one can ignore.  It's time that mobile is taken seriously when it comes to driving real revenue. 

Given all the success these two channels are having this holiday season and into the foreseeable future, here are some tips on how you can create valuable synergies between email and mobile to compound the success of your email campaigns. 


1. Email Sign-up in Mobile App

Compared to six months ago, more brands are providing a simple email sign-up within the mobile app. But I still see many brands neglecting this simple acquisition tactic.  If someone is interested enough to take up valuable storage space on his/her mobile device by downloading your app, then it stands to reason that they won’t mind also providing an email address. Sure, not everyone will opt-in, but by not asking, you’re missing a monumental opportunity to give your customers another way to engage with your brand.


2. Deep-Link Emails to Mobile App

One of the most frustrating experiences when clicking on an offer within an email is when you are interrupted with a question to view the content on the app, and then dropped onto the app homepage. Clearly, you clicked on a specific product or offer, yet you’re left to search for what initially drew you to click in the first place.  The good news is that it is now possible to link emails to specific product/detail pages within a mobile app, without this disruption.  Eliminating this poor user experience, makes it that much easier for you to convert customers at that moment in time.


3. App-Only Content Teased via Email

Walmart implemented a smart strategy this holiday season.  Instead of releasing the Black Friday ad in November on its website, the retailer initially only made the ad available via mobile app. By promoting the ad via email, Walmart encouraged customers to download the app and view the ad early. Most likely, Walmart experienced record app downloads and mobile app conversions this Black Friday.  And it’s a smart strategy that can be implemented when content is compelling enough to drive app downloads.


4. Responsive / Mobile-Friendly Emails and Website

Judging by my inbox, a good mobile experience is still a futuristic idea that hasn’t yet been embraced by all brands.  If this Black Friday enlightens us in any way, it’s that mobile should be taken seriously as a revenue-driving marketing channel. Brands that don’t embrace responsive formats for emails and websites will miss out on valuable revenue that could have been attained, if the entire conversion funnel had been optimized for mobile. 


In Conclusion

In the midst of writing this article, I am enthusiastically watching my inbox and iPhone apps for Cyber Monday deals.  I hope to see more innovations between email and mobile today that I can tout on a future post. 

What are you doing to embrace email and mobile marketing harmony for conversion success? Tell me more in the comments. And three cheers to surviving Black Friday and Cyber Monday!


This article was originally published on MediaPost on December 04, 2015.


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