A recent survey by email testing specialist Litmus has revealed that it is mobile devices, rather than desktop PCs and webmail services that now account for more than 50% of email opens. It should come as no surprise that the world is going increasingly mobile. As smartphones and tablets become more affordable, so they’re increasingly adopted not just for personal use but for business too.
Mobile email marketing opens are on the increase
A look at the statistics in more detail shows that desktop opens of email are pretty much static. Where mobile is making gains is at the expense of webmail services, with 61% of webmail users choosing to open their messages on mobile devices. This implies that it is the consumer rather than the business user who is turning to mobile in larger numbers. Gmail and Yahoo! users prove to be most switched on to mobile usage, choosing this method 68% of the time, with Outlook used on mobiles about half the time.
Android is increasing email market share
Breaking the data down by device shows that the iPhone remains most popular amongst mail users, but that Android devices have now taken the number two slot from the iPad.
Ensure your email marketing strategy includes mobile
If your business is using email as a marketing tool, then this trend towards mobile devices is important to your strategy and since mobiles offer less screen real estate, you need to make sure that your emails still look good. This means optimising your emails for the mobile format and testing them so that you have a good idea of what they’ll look like to the customer.
Make use of great online software
Software such as Mailchimp offers fantastic flexibility and customisation when it comes to creating emails and the great thing about their new drag and drop interface is that every email is built to be responsive. Responsive emails are great because they allow the email to adapt to the size of the screen whilst still looking great. No more pinch to zoom!
Since today’s mobiles offer faster processors and better screens you can exploit rich media to provide a better customer experience using images and video. Be mindful that not all of your customers will have the latest kit so don’t go overboard and always offer a plain text version.