Publisher's Paradox: Chasing Mobile
The Paradox: Every publisher is interested in defining a successful mobile strategy while we still haven't mastered email.
Your Email Strategy Needs Work
Go ahead, open up the last email your magazine sent to readers and take a look. Most of our email strategies focus on driving traffic -- click throughs -- to content on our website. Most of our emails consist of a long list of stories you'd like me to read. The updates are littered with banner ads and are distributed with such great frequency that I'm forced to ignore the majority of the content.
Stop Chasing 'Mobile'
According to Litmus, 49% of email is now opened on a mobile device. So before you go spending money, time, effort, and energy trying to build a mobile strategy for your magazine, spend some time reworking your mobile email strategy.
Don't just re-design your emails so they can be consumed on a mobile device, rethink the way you use e-mail to build an audience relationship. Maybe it's time you started from scratch.
Leverage Media Modality
Media modality is a concept designed to help content creators leverage the right media for the proper mode the consumer is in. For example, audio is a great media for anyone who's visually engaged -- that's why the majority of audiobooks are consumed while driving. It's the right media for the mode the audience is engaged in.
"Checking your email" is an audience mode. Start thinking about the way you "check email." If you're trying to be productive, your goal is to churn through as many emails as possible without getting sidetracked. How many times have you avoided clicking a link sent to you by a friend or colleague because you're focused on "staying" in email mode?
Maybe it's time we stopped measuring our email success in click-throughs.
The Publisher's Challenge
This week in your staff meeting, challenge your team to start re-thinking your email strategy. If you want to feel forward thinking position the discussion and exercise as a smart foray into the mobile world. What if your goal was to create such a compelling email strategy that you measured your success in a zero opt-out rate and an ever-growing email subscriber base?
What if you stopped chasing mobile and started redefining mobile email?