Tips to Drive Sales From Mobile Email Campaigns

1. Use utm coding in your email links to identify specific email campaigns/creative (e.g., utm_medium=email&utm_source=bulk&utm_campaign=BlackFridaySale).
2. Create an advanced segment for smartphones. The segment should include mobile equal to "yes," and exclude "mobile device model" containing iPad and "mobile device marketing name" containing "Tablet" and "Tab."
3. If you have a mobile-optimized site (and you should!), code clicks on your phone number as an event; give the event some monetary value for producing a call that's likely an order.

You'll likely see that some email creative produced a higher than average percentage of total clicks, transactions and sales (including a "click to call" event) on mobile devices, while other creative haven't produced a dime on smartphones.