When it comes to today’s working habits people tend to move around freely and work from the device that best suits their immediate surroundings and needs. Mobile business culture means mobile working behaviour so, when your prospect looks at your content, assume they’re probably not sitting down.
So, what does this mean for you when you’re targeting your prospects by email?
Try this experiment next time you run an email campaign; read a piece of your own sales collateral on desktop, then on your phone. It just doesn’t feel the same, does it? Take this one step further. Write copy about something weighty, a case study, a new service or pro process. Read it, check it and then save it down.
Now put yourself in your prospect’s shoes and take a walk. Open the document you’ve just written and view it on your phone. At best it will need a chop, or it might not work at all. So, what’s going on?
Content that works on desktop doesn’t always work on a smaller screen. And no, we’re not just talking about optimisation, this is about the words themselves.
People absorb information in time with what’s going on around them, so writing for mobile means writing as if you’re moving with them. Ensure your sentences use shorter words, trim the fat and create content that you know will be easily absorbed.
Are you ready to take your email campaigns to the next level? Optimisation doesn’t just mean tech. Keep in mind mobile business culture and the importance of writing for mobile too. Get in touch today to find out more.
