Arrow ClickthruIt’s hardly a secret that mobile is kind of a big deal these days. But amazingly enough, a large proportion of marketers still don’t optimize campaigns for mobile. What’s worse, is that when two-thirds of email messages are opened on mobile devices, only a tiny minority of email campaigns utilize mobile-optimized or responsive landing pages.  Jordan Cohen suggests the way forward is to adopt new mobile-oriented marketing KPIs such as glance-thru-rate and scan-thru-rate.

These new metrics will necessitate the implementation of new technology, but the potential benefits are huge:

“The scan-through rate. Some studies have found that as much as two-thirds of mobile shoppers complete their transactions offline. Capture mobile, email-driven, point-of-sale conversions at brick-and-mortar stores by using single column layouts when emails are opened on smartphones. Include bar codes that take up the width of the screen for easy scanning at the register.

The glance-through rate. In a multi-device world, expect to see more and more consumers open email on one device, and then convert on another. New email-conversion-tracking technology will allow you to capture this information, and give you an understanding of how many initial impressions made on a smartphone result in a conversion on desktops or tablets (and vice versa). First impressions are important, and can make the difference between getting that second open and conversion, or being deleted or forgotten.”

More here.