The Mobile Gap
From Epsilon’s blog, one of the great leaders on my analytic staff, Judy Loschen, points out some interesting email trends. It’s astounding to me that so many retail brands have such awful mobile commerce experiences. Listen to me. If your mobile commerce experience sucks, accept that hard truth and implement tactics to re-engage the customer at their desktop or drive them into your brick-and-mortar store. Your customers are going to open email on their phone. That’s just what people do. If the mobile experience isn’t great, many are not going to finish the transaction. You already have the data to know that a) they opened the email on their mobile device, b) they hit your mobile app or site and c) they didn’t purchase. Use this knowledge re-engage through display or send another email at the time of day they are likely on their desktop. It’s not acceptable that your mobile commerce experience stinks, but if it does, acknowledge it and have tactics to compensate.