Why mail Marketing Should Now Be Designed For Mobile Devices First – Desktop Second

News Why mail Marketing Should Now Be Designed For Mobile Devices First – Desktop Second

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Why Email Marketing Should Now Be Designed For Mobile Devices First-Desktop Second

So mobile has been taking over desktop at a rate of knots. It’s changed the way we shop, the way we communicate on social networking sites and the way we manage our email accounts. More than 50% of all adults with mobile devices are managing their emails on the go but the figures for those clicking within emails on mobile versus desktop are not tallying….far less people are clicking within emails when they’re viewing on mobile than they are when they’re viewing on desktop; why is this?

Because too many email marketing campaigns aren’t being written or designed for mobile…so the links aren’t showing up well or they’re just not clickable. There’s nothing more frustrating than seeing half of what you’re meant to when you’re viewing any page online; we’ve all been there right? It’s maddening and frustrating to constantly have to scroll about or worse, find that some content is simply not accessible because you’re on the wrong device.

On an Apple, iphone users can only see around 30 characters in a subject line…how many can the same user see on a desktop? 140, that’s how many…more than double the amount on an iphone! Cramming too much info into one subject line is going to lose you around 50% of your target…that’s a lot of people to lose and in marketing you can’t afford to lose anyone.

Figures from this year are suggesting that for many people, shopping online is being done mobile and with sales of mobile devices soaring, that’s not going to change any time soon…at least only to increase.

Let the figures do the talking

When we take a close look at the figures they really do speak for themselves.

  • Mobile email opens have grown from 21% at the start of 2013, to 43% by the end of that year.
  • 48% of total email opens occurred on mobile devices in 2014 so far
  • Over the past 3 years, mobile email opens have grown by 180%
  • In 2013 mobile received the largest % of unique clicks with 40% in total; webmail was just behind with 35%
  • 61% of all consumers now read at least some of their emails on mobile

These facts are unarguable; mobile is taking over or already has…depending on which way you look at it, for whatever reasons, it has grabbed the main chance and run with it. Email marketing campaigns must take this into account…or get left behind.

Ensuring that your marketing emails are readable, accessible and manageable from a mobile device is vital if you want your campaign to succeed. Designing your campaigns specifically for mobile devices is where you need to be heading if you want to be part of the growing number of success stories when it comes to the shift in email marketing.

The growth of mobile use is not going to slow down, it’s only going to speed up and grow; take note and take action.

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