61% of all web traffic on the last Black Friday sale came from mobile devices.
This piece argues that brands should look beyond the mobile interface basics like single-column design and clear CTAs. Marketers should understand that mobile experiences are about utility and “how mobile shoppers open, engage and convert.”
They should analyse mobile shopping data and understand the mindset of mobile shoppers to minimise the friction from browse to buy. The author suggests that brands should prepare for more branded mobile inbox on emails.
A cross-industry coalition of companies can help brands improve the visibility of emails in the inbox while enabling BIMI (Brand Indicators for Message Identification) for improved email authentication. BIMI will allow businesses to deploy the brand logo safely and would enable logos to be visible to the recipients in the inbox itself.
[6 minute read]