Build & Improve Your Mobile Strategy


Building a mobile strategy can be a daunting task, especially if you don’t know where to start. Creating a mobile app, optimizing your website for mobile devices and developing responsive designs for your content are just some of the ways businesses begin their mobile journey. Other challenges include mobile integration, conversion, engagement and measurement. The good news: it’s never too late to start or improve your mobile strategy.

According to Adestra, “Nine in ten (90%) company respondents report that they have some form of strategy for optimizing email marketing for different devices, up from 86% in 2016. Further, only a third (33%) of respondents describe themselves as thinking ‘mobile first’ when it comes to optimizing emails for mobile users.” Building mobile responsive content requires a mobile first strategy. The most popular method is using a single column template, to help ensure images and text will render appropriately on mobile devices. This method is a great short-term solution however, responsive templates are the new trend.

Creating a responsive template requires more work but this method is far more effective because the content renders on all types of devices. According to Adestra, “Responsive templates continue to increase in popularity, for example, enabling content to move dynamically, with options to enlarge font, change hierarchy and resize images. They allow emails to be sent out in a single format, with the email client electing how to display them once opened, ensuring marketers can keep pace with new devices and screen sizes that come to market.”

Responsive content doesn’t end with email, you must also build responsive landing pages to ensure a consistent customer experience. According to Adestra, “Mindful of when mobile recipients click through from an email, 50% of respondents say they have introduced responsive landing pages to ensure user experience benefits are not wasted once the email has completed its CTA task.” Furthermore, emails and landing pages that directly link to an app can help increase mobile engagement and conversion rates.

Examine your customer journey on mobile from start to finish, it can help you determine where you need to focus your efforts. Some of these tactics are fairly simple to implement and over time can help significantly improve your customer experience. This in turn will help drive mobile engagement and conversion for your business.