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Mobile optimisation has now become a key practice for most marketers, with the 2016 Email Census revealing that 64% of companies are focusing on it. While its importance is certainly not going to diminish (last month registered an all-time high of 59% mobile opens), we shouldn’t lose sight of the bigger picture.

Take a moment to think about customer journeys. Most email subscribers will probably come from your website, physical store or event when they first sign up. Their journey from then on is not linear and our job as email marketers is to focus on making their experience memorable so they take the actions we set out for them, be those purchases, registrations, downloads, etc.

Stop optimising steps, start optimising journeys

A typical email journey will involve a subscriber converting from a form, receiving an email, clicking a button in the email to go through to your website, (in a best case scenario) completing an action, receiving another email with a confirmation of that action, clicking-through to find out more or discover something else and so on. This means that you can’t think of email in isolation from the other channels that your customers use to find with your brand.

Ask these questions about their journey

  1. Would customers understand what our brand identity is regardless of the first channel they come in contact with?
  2. Would they understand what we do and what we expect their next action to be?
  3. Are there common branding and design elements running as a thread through all the channels?
  4. Are we meeting their expectations in terms of experience in all our channels?
  5. Is the transition from one channel to the other seamless in terms of user experience?
  6. Do we communicate differently at each level or stage in their customer journey to match their expectations and needs?
  7. Are we testing and learning from our experiments to continuously improve?

Some of these questions will be easier to answer than others, but finding all the answers can help you spot gaps in your design and content strategy, as well as potential roadblocks to mobile conversions.