Article by Francis Dunn
In digital marketing today, rarely does a moment go by without the mention of “mobile.” We are bombarded with presentations on mobile, webinars on mobile, digital conferences that dedicate an entire day to mobile, job roles
configured around mobile – the focus on mobile is so consistent that you would think that by now healthcare marketers would excel at maximizing mobile opportunities and optimizing all digital communication for this platform. Not true. When it comes to email – the most ubiquitous method of digital communication sent to healthcare practitioners – less than 5% of all emails are truly optimized for mobile. How can this possibly be true?
A far-reaching opportunity lies in understanding the true power of mobile and how mobile-optimized email connects to the overall brand experience.
Today, mobile is an afterthought, tacked on at the end of the overall brand campaign; it’s the caboose of the advertising train, instead of the engine. The basic approach misses the mark when it isn’t weaved into all aspects of the design process from the very beginning.
Marketers have been well-trained to create marketing assets using standard Marketing 101 tools: determine the objectives and strategies, identify the target, hone the messaging, and place the media. For this time-tested approach to succeed in today’s digital world, technology constraints and features must guide the creative design from the start. What are the implications for email?
– Account for the limitations that mobile places on design
– Configure email around consumer behavior with mobile devices
– Never repurpose print and Web design that is ill-suited for mobile email
-Stop deploying expensive marketing programs without leveraging digital connections to other brand assets
– Maximize return on investment in the email channel