According to a study last year, 39 percent of companies do not have a mobile email strategy and nearly half don’t know what proportion of the emails they send are read on mobile devices. If that sounds familiar, I’ll take it a step further: as of January 2013, mobile email represents 43 percent of all email opens and mobile opens are expected to top 50 percent by the end of this year. According to MarketingSherpa’s 2013 Email Marketing Benchmark report, the top item affecting email over the next year? Mobile. Over 50 percent of marketers surveyed indicated that smartphones and tablets will have a greater impact on email marketing than any other factors, including social media.
What does this mean for property managers? It means that the emails you send to residents and prospects are increasingly likely to be read on smartphones and tablets…and their experience with and impressions of your property depend a great deal on whether your communications are optimized for these channels.
Instead of designing emails for large screens, we must account for the customers checking their inbox from the palm of their hand. In order to continue to reach those smartphone users, multifamily companies must have communication systems in place that employ mobile-friendly email templates; so that residents, prospects, and employees can access, read, and respond no matter the device.
The mobile-minded marketing discussion isn’t going to dissolve anytime soon. From ILS services… to SEO… to community websites… to resident communications, our industry has yet to see the full impact of mobile, and changing nature of how we consume information. Mobile technology will continue to define how we interact for years to come.