We recently wrote about how more emails are now opened on mobile devices (67%) than on desktop computers (33%). In fact, the majority of these mobile opens come from smartphones (50%). I’ll reiterate: smartphones make up half of all email opens.
What you might not know is how little time people actual spend reading these emails on their mobile devices. For example, 70% of iPhone users read an email for less than 15 seconds. While that may sound scary and intimidating to marketers trying to catch smartphone users’ attention, there’s no need for it to be. It just means marketers need to be a little more proactive with our email messaging (think concise language and in-your-face calls to action).
Many marketers forget that a prominent phone number is critical to engaging this audience and driving more leads from smartphones; especially now that half of emails are opened on one and the most natural path to conversion is to call. Here are a few ways you can keep your phone number front and center in your email marketing efforts.
Make It Stand Out Within Your Marketing and Nurturing Emails
When a lead opens an email on their smartphone, you want to make your messaging clear so that your CTA isn’t lost. Here’s a great example of how to include a phone number in your email marketing. Notice how the call to action is clear, the button color stands out, and there is minimal distraction coming from the copy? A smartphone user would easily be able to take action within 15 seconds.
Keep It High on Your Landing Pages
If customers aren’t calling right from an email, they’re visiting a landing page or checkout. Too often I see an overabundance of information on mobile optimized landing pages with a phone number buried down at the bottom, almost as an afterthought. Keep it high on the page: we’re finding that more people want to call than try and fill out a form on a small screen.
Include a Phone Number in Your Mobile Checkout
While email is a huge driver of leads for B2C ecommerce and retail companies, calls directly from their email marketing may not be as prominent. That said, calls from mobile checkouts are more common as users get frustrated in the process or want more information on a product before they commit to a purchase. Including a phone number prominently in your mobile checkout will help engage these mobile shoppers.
Get the nitty-gritty about driving calls from your email marketing in our free white paper, “The Definitive Guide to Call Tracking for Email Marketing.”
