The dream of reaching people in the moment, in their pocket via mobile media exists, but in reality, using email marketing is one of the most effective forms of mobile phone marketing.
To be very meta about mobile email marketing, Mailbox app recently launched using a velvet-rope style admission queue that you wouldn’t want to try at home. The responsive feedback and fun design of Mailbox only gives you only milliseconds as a mobile marketer to make a worthy impact before your message is archived, deleted, or marked to read at some later time period.
Title is always important to email open rates, but in mobile, thinking about formatting and readability is key for retention. Often I receive newsletters, webinar invites, and other listserv emails that have unreadable small text sizes and horizontal scrolling due to fixed width layout formatting. On top of that, the links within the email are unactionable when clicked from my mobile device. Definitely go back and double check these areas when you’re doing any automated system messaging. Also, adding firstname.lastname@example.org is a quick way to tell your customers that your business is a one-way street.
One free mobile marketing tactic is to continuously create new email notifications. Startups often do this where you unsubscribe from emails alerts, but then create new email settings for each new feature, new contact notifications, and weekly roundup newsletters. Quora is a prime example, they offer 1 Click Unsubscribe but 50+ email notifications settings. Foursquare also has constant alerts by default, which makes people want to not allow notifications at all. I find this all a bit tedious, but it works well for your email analytics stats.
Lastly, consider jumping on the weekly top stories newsletter trend. If your service is content heavy, promoting your best missed stories via email works for retention. Twitter, Quora, Medium, and others have all invested in algorithmically personalizing this content. Don’t slum through it by adding “here are the last 10 notifications you missed.” Give people a reason to want to get to your email in moments of downtime such as waiting at coffee shops and standing in artisanal bread lines.