By Savicom News
Mobile Analytics
"The global smartphone audience is projected to grow from 2.6 billion consumers today to 6.1 billion over the next five years" (Reed, iMedia Connection). That's a huge market. Data is used to provide greater context of how customers use mobile devices to inform decisions. Your success depends on how well you can leverage this customer data.
"Companies that are more data driven are 5 percent more productive and 6 percent more profitable than other companies" (McKinsey).
What are some mobile metrics and where can you find them on the Savicom User Interface?
To find data on mobile opens, log in at https://db.savicom.net/login, go to the Reporting tab at the top left, and click on View Message Status & Response Reports to view metrics including opens, clicks, delivered, and unsubscribed for each campaign. These graphs and charts show opens and clicks by different mobile devices, browsers, operating systems, and platforms. We list everything from the type of email to links to the creatives.
Clicks by mobile show the percentage of emails that are opened and clicked on desk/laptops, phones, and tablets. Clicks by browsers, operating systems, and platforms give further information on how readers are opening and where they are clicking from. Conversion, email engagement, and subscriber action rates are also used.
Why are these metrics important and why should you use them?
The numbers tell a story. For example, the number of mobile users is increasing year over year so it would be beneficial to use responsive design to make opening emails easier. This will then increase conversions. “Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%” (Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” December 2014). In addition, customer data personalization and segmentation will extend your reach and build relevant customer relationships. All decisions should be based on data and analytics for maximum effectiveness.
How do you use these metrics to inform decisions?
With the right data, you can create an effective mobile marketing strategy using measurable goals to increase conversions by producing more relevant content on the right devices. If you notice that more Android users open your emails, you may want to look into why that is and further invest in email design optimization for those types of users. Also, clicks by time of day opened are helpful in knowing when to send out emails for a greater percentage of opens and clicks. If an email was opened on an iOS device, clients can optimize their email strategy and design for those customers. There is lots of opportunity for segmentation. “We saw a 209% increase in open rates from segmenting our lists with geolocation data” (Smith, Litmus).
