Are You Ignoring this Godzilla-Sized Email Trend?

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. (Link: 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

About 1to1 News, LLC - Automotive Online Newsletters

Malinda Terreri is President of 1to1 News, LLC, an automotive newsletter service for car dealers that combines social media; automotive videos and articles; interactive contests; behavior-based marketing and a touch of humor to create automotive newsletters that average a 25% open rate and a 30% click through rate. | (800) 879-8870
This entry was posted in Automotive Email Marketing, Automotive Newsletters, Automotive Sales Follow-up, Customer Rentention, Responsive automotive newsletters, Social Media and Newsletters. Bookmark the permalink.

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