Be RESPONSIVE - Optimize for today's mobile-first environment (Part 5 of 5)
When I first started working in email marketing, I had just been gifted my first iPhone and was dazzled by my newfound capability to be connected… constantly. Flash-forward 8 years and I hardly access email from my desktop anymore. My email is checked (nearly compulsively) from the palm of my hand.
This phenomenon has changed the landscape of email marketing, with the % of mobile engagement increasing year over year. According to the Litmus “State of Email” report published in March of 2017, desktop represents 16% of all email opens, webmail 30% and mobile 54%.
And among our current clients? Those numbers soar to between 60-75% That’s nearly 3 out of 4 opens taking place on a mobile device.
What does this mean for us as email marketers?
It means we have to strategize, design and develop our email campaigns for the mobile environment first.
The biggest turnoffs people have with mobile email are:
Receiving too many (44%), Not relevant (37%)
Too small to read and interact with (32%)
Website and landing pages not mobile optimized (26%)
Not well formatted for mobile phones (21%)
– LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015)
71,6% of consumers will delete emails if they don’t look good on mobile, while an average of 10% will read it anyway. – Adestra “Consumer Adoption & Usage Study” (2016)
The point is, we all need to adjust our mindsets to consider mobile development first, and make it easy for your customers to interact with your message in the mobile environment.
And what does this mean for you?
You need a mobile responsive template.
At Premier Cellar, this is so important to us that we actually include a custom-branded Email Editor Template as a part of our onboarding package for new customers. One of our most empowering products, this mobile responsive drag and drop template helps our customers to build beautifully on-brand messages in minutes, while optimizing for the mobile environment while in the editing process.
I hear you asking me to stop with the email jargon. “What exactly does that mean?”
It means that the Email Editor gives you the ability to choose which images show up in a mobile device and which images display in a desktop. It’s not just mobile responsive. It can be mobile adaptive.
Hello, mobile-optimized email campaigns.
Goodbye, pinching and zooming and “I need my glasses to read this”.
Start putting your customer’s email experience first; start optimizing your emails for mobile, first!