Email is a lot different when it’s displayed on a mobile phone than compared to a computer. People dont actually act on commercial emails when they are on their mobile phones. Typically they are scanning emails, deleting spam and “mentally” flagging items that require follow ups and/or more attention for later on. When you view the response rate of mobile email, it is probably going to be low but the presentation of your email in a mobile device could help to be seen/remembered later on.
As with any type of email campaign you should be tracking the number of emails sent, received, opened, and bounced as well as the response rate to those emails. Because email cannot be directed to a mobile device in one instance and a computer in the other, the email might be received on a pc, mobile device or sometimes both. This makes your measurements a bit tough but the following companies can help with the mobile email optimization and tracking part of your business.
ExactTarget – ExactTarget is a traditional email platform that was one of the first to begin integrating mobile delivery into its email solution. Its platform enables you to integrate your system witha variety of different platforms like Salesforce.com, Microsoft Dynamics, WebTrends, CoreMetrics, Google Analytics and Omniture.
The Exact Target system also lets you send different responses based on specific customer behaviors, (triggered responses). It also allows you to create content libraries and send content in emails that is dynamically generated, based on different demographics or filters. When they are setup in the system, each different behavior, triggered responses, or dynamic email can be tracked an evaluated to determine the success of the different segments.
MobileStorm – As with other email platforms, mobilestorm enables you to create and segment subscription lists and monitor the success of your campaign. MobileStorm also specializes in mobile marketing, so it offers a variety of other products and services that companies can use to setup mobile friendly email campaigns, track their success, and personalize responses. These campaigns can work independently or in tandem with SMS campaigns, and you can combine the two to grow your subscribers lists.
MobileStorm can also help you setup autoresponses on email and SMS campaigns, to manage the opt-in and opt-out processes and help you track and manage the mobile and traditional coupons you send.
Pivotal Veracity – Pivotal Veracity is another email provider that can help with mobile email delivery. It focuses on deliverability and rendering, both of which are crucial to the success of mobile email. In tracking, their platform provides advanced analytics and custom weighting, to gain a deeper understanding of how different responses impact your bottom line. The platform focuses on the capability to preview how your email will look on a variety of different phones. After deployment, it helps track the deliverability and click-through rate for traditional and mobile landing pages.