Mobile continues to take over the world. Here are some recent stats on email marketing and how you can apply them to improve your marketing results.
Litmus.com (Link: https://litmus.com/blog/have-webmail-users-gone-mobile/webmail-email-market-share-infographic) reported that the percentage of emails opened on a mobile device reached a new high of 51% last year. For webmail users such as Aol, Yahoo, Gmail and Hotmail, the mobile open rate bumps to 61%.
Have you looked at how your emails render on a smart phone? How much do people have to manipulate your content to be able to easily read it?
A study from Acxiom last year analyzed what people do if an email doesn’t look good on their phone:
- 70% delete it
- 28% use a computer
- 16% unsubscribe
- 9% try to read it
If you’re not taking advantage of a responsive design that displays your content based on the device it is being viewed on, you’re hurting your results.
Last year we switched our newsletter format to a responsive design. This means if you look at the newsletter on a desktop, you’ll see a two-column version. If you look at it on a smartphone, the left column is automatically suppressed so only the column with the stories displays which makes it much easier to read on a mobile device. Our internal study showed the average click through rate for the non-responsive design was 28.5% versus 31.3% for the responsive design.
How does that number translate into customers?
If you email 5000 newsletters and have a 25% open rate, the responsive design is helping an additional 35 people click through which can add up over time.
Some resources to help you with mobile email design:
1. See how your email looks on different devices
2. How-To Guide to Responsive Email Design:
3. Free email templates:
4. Responsive Email Design