What you Need to Know About Email Marketing for Mobile

October 28, 2016 9:07 am

It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive?

The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking.

Here’s a brief description of everything you need to know about the power of email marketing, starting with why you can’t ignore it:

devices_emailopenAccording to eMailmonday’s “The Ultimate Mobile Email Stats” of 2016, 15-70% of emails will be opened on mobile, depending on your audience and email type.

It’s just as powerful when you look at Australia alone: currently 50% of device and email client usage is mobile in Australia, and smartphone and tablet usage make up 63% of Australian’s time spent on devices as of September 2015.

Email usage is clearly growing — here are a few things the most powerful email marketers need to keep in mind as the mobile boom moves forward.

The number of people using email will continue to grow exponentially.one-hand-iphone-6-mockup-5_web

The next generation is going to continue using email in a big way, and as it continues to grow, the brands taking notice are the ones that will succeed.

Adestra’s “Consumer Adoption & Usage Study” of 2016 shows that consumers aged 14 to 18 read emails first on mobile 25.6% of the time.

Moosend’s recent “Mid-season year report” shows that 34.1% open their mail on their mobile devices, and that number is only expected to grow.

Mobile email usage isn’t just a fad—if you’re not leveraging email marketing for all types of customer communication such as lead generation, product announcements and executive announcements, your marketing efforts will start to wane.

A study by Google and Galaxy showed 74% of Australians rely on their phones at least as much as on their desktops, when searching for information, ideas or advice.

Increased email use on mobile means you’re going to have to get responsive.

What does this mean to you, the brand marketer? It means your email design is going to have to start taking mobile usage into account — you’re going to have to get responsive if you haven’t already done so.

The motivation behind responsive design goes beyond looks; responsive emails perform better than those that are unresponsive. And it’s all because of the prevalence of mobile usage.

mobileclickrate_responsivedesignLitmus and MailChimp’s “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” shows that responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%.

If you’re not convinced by the number of clicks, you might want to consider the number of people deleting your emails because they’re not easy to read. BlueHornet’s “Consumer Views of Email Marketing” reports that 71.2% will delete an email immediately if it’s not easily read.

percentage_mobilefriendlyemailsNot that this is news to some marketers. Litmus and Salesforce Marketing cloud “2016 Mobile-Friendly Email & Landing Page Trends” shows responsive design has increased to 50% in 2016, while 72% of enterprise email marketers say they’re already using it.

But it’s not just about ease of use that motivates the email marketing boom, it’s how mobile is changing the way people receive information while on the go.

Keep your emails short—people are on the move when they’re on their mobile devices.

Recent studies have shown that those reading emails on mobile devices are spending less time doing so.
According to Movable Ink’s “US Consumer Device Preference Report: Q2 2014”, iPad and iPhone users read emails in 0-3 seconds.

Replies are faster too: Yahoo’s “Evolution of Conversations in the Age of Email Overload”, shows that emails are sent 54% faster on mobile than on desktops, meaning that people are interacting with their emails for less time on mobile devices.

The key to successful email communication is to keep your emails as short and punchy as possible. With less attention being given to emails at one time on mobile devices, you’ll lose your consumer if your message is buried.

Your website has to align with your mobile email marketing strategy.

Finally, your email marketing strategy needs to extend beyond just your emails—the links and information presented in your emails need to be mobile-friendly as well. If not, you could lose customers:

unsubscriberate_unresponsiveLitmus and Fluent’s “2016 Mobile-Friendly Email & Landing Page Trends”, 45% of consumers have unsubscribed from promotional emails because the emails or website didn’t work well on their smartphone.

Some of the best things you can do to ensure your reader’s mobile experience extends beyond just the email itself—use pre-header text for promotions, optimise subject lines, keep web pages responsive and reduce the number of navigation items on your webpage. These tactics work, and marketers are taking notice:

eConsultancy’s “Email Marketing Industry Census” shows 32% of marketers are optimising pre-header text, and 28% optimising subject lines.

StyleCampaign’s “Responsive email navigation” show that 30% reduce and hide navigation bars, and keep email campaigns responsive.

The most important change you can make to your email marketing strategy is to make the reading and reacting experience easier and faster for your recipients.

That assumes that all other aspects of your email marketing strategy are correct of course.

Image Sources:

  1. Emailmonday, The ultimate mobile email statistics overview
  2. Litmus, The Science of Email Clicks
  3. Litmus, 2016 Mobile-Friendly Email & Landing Page Trends

Read more...

  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →
  • Digital Marketing Features How to avoid digital dead ends

    How to avoid digital dead ends

    Have you ever noticed that so-called ‘express lanes’ on the road or in stores are often slower than the normal lanes? While I know it’s easy to go on auto-pilot when performing mundane chores like driving or shopping, it amazes me that people so often follow the actual signs instead of reading the signs around them. Because we humans are inherently disengaged, conflicted or uncertain as to what we should do in many situations, we’re attracted to people and things […]

    Read more →
  • Social Media When the Social Media Circus Leaves Town

    When the Social Media Circus Leaves Town

    David Bowie died almost two months ago. Soon after, we posted about the tawdry British reality TV show making money from his ex-wife’s reactions. Inevitably, her presence on the show at the time and her response to the news created a social media firestorm. Focus, of course has moved on to the latest deaths, tragedies, political intrigues and sporting victories / defeats. But it’s worth pondering the enduring impact that not being news has on the people who were previously at the centre of […]

    Read more →
  • Entertainment News & Views Chris Rock’s Oscars Lessons for Marketers

    Chris Rock’s Oscars Lessons for Marketers

    Did you see Chris Rock at last night’s Oscars? Man, he nailed it: loose, funny, topical, irreverent, black. Hang on, what was that? Black? You can’t say that! That’s, that’s, well that’s racist! In isolation it’s jarring to refer to someone’s skin colour or any other personal feature when judging work they’ve just completed. Of course, it’s also completely irrelevant. But let’s back up a bit. This year’s Oscars were all about race. After the nominations were announced in January there […]

    Read more →
  • Entertainment News & Views Surreal Reality TV

    Surreal Reality TV

    Few of us over the age of 40 have not been saddened by the death of David Bowie this week. Whether you liked his music or not, he was undoubtedly an original talent who had a profound impact on much of the culture of the 70’s and 80’s. Contrast the outpouring of love and nostalgia we’re now seeing due to Bowie’s passing with what’s happening on UK’s Celebrity Big Brother. By sheer coincidence, Bowie’s ex-wife Angie is currently a ‘resident’ […]

    Read more →