Are you reading this email on your mobile device? “There is a 66% chance that you are and only a 33% percent chance that you are reading this via desktop, according to MarketingLand.com. Those are pretty good odds, especially with the open-rate on mobile devices gaining a larger share of the market each year.
With so many emails being opened on mobile devices, one could safely assume that emails were being designed specifically to be mobile-friendly, correct? Unfortunately, this is not the case. Only “37% of brands that send marketing email campaigns, less than daily, send mobile friendly or responsive emails,” according to ExactTarget. If the email received happens to be a “newsletter, then there is only an 11.84% chance that it is mobile friendly,” states Equinux.
Obviously, marketers understand the importance of mobile-friendly content due to the simple fact that “75% of brands use mobile-friendly landing pages,” as stated by ExactTarget. Having a responsive website, but not carrying that thought through to the email campaign doesn’t make good business sense. Litmus, an industry leader in email development explains, “People look at their phones an average of 150 times per day.” Marketers have only a few seconds in front of their reader’s eyes before they decide if they like or dislike what they see. If the reader dislikes an email, “80% of them will delete it, or gasp, 30% will even unsubscribe altogether.” WOW.
Okay, we get it, responsive emails are important, but maybe you don’t think it is relevant to your business. Well, here’s the proof: a recent survey conducted by BlueHornet found that “over 63% of consumers are interested in making a purchase if they find an email looks good on their mobile device.” Not having to pinch our screens or zoom in on vital information creates a good user experience for every business and demographic. Readers want to click on call-to-action buttons and be quickly transported to the next page, not find themselves hoping they clicked on the correct button and trying to backtrack if they didn’t. It’s easy, in this case, to simply disregard the email and move on to the next item in their inbox, of which there are plenty.
If you don’t want your email to be part of the 80% that gets deleted from reader’s inboxes, then work with your Marketing team to develop an email campaign readers will want to view in their inbox. By making a relatively small investment, marketing agencies can create an attractive, yet effective mobile-friendly email template your business can use over and over again to increase its readership and in turn its sales.
Five important steps to make your email blast responsive
- Keep the subject line copy fresh – Personalize it, or even let readers know there is a specific coupon or discount inside.
- Check that the content is still relevant to readers – Were you once publishing recipes, but now are sending out reviews? Try to remember why readers signed up in the first place, which links were getting the highest click rate time and time again?
- Consistency in design – Readers don’t have time to relearn new email layouts each time a newsletter is sent. Once a template is in place expect to see an increase in sales.
- Email campaigns should be user-friendly on all devices. – “Responsive emails have a 21% higher click-to-open rate than non-responsive emails,” according to a study by MarketingProfs.
- Ease of use for the business owner – Once a mobile-friendly email template is in place, the only changes that really need to happen are to the content.
The greatest thing about email and website design is if something doesn’t work try, try again. Working with digital media allows marketers to keep track of how successful different media outlets are for a particular business, sale or event. Having this insider information allows businesses to refine their marketing plan even more and strategically invest in the highest converting advertisements.
Partner with SDA Creative and let us show you how we can get your business’s digital marketing back on track. Our talented staff has the knowledge and know-how to create an effective, mobile-friendly email campaign your business can use to increase sales, subscribership and brand identity. Send us an email or give us a call to get your business’s new email campaign started.