Tips to Drive Sales From Mobile Email Campaigns

A split test is critical because you can't (yet) deliver a device-specific version of an email to a shopper. Your mobile-friendly template means some compromise, such as less selling space and links. This may mean fewer products/price points are featured in the email. It's very possible that your first test result will show an increase in smartphone performance at the expense of total campaign performance — a terrible trade! Don't take this result to mean that mobile-friendly creative doesn't work, however.