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Why Your Emails Must Be Mobile-Optimized

January 30th, 2013 ::

By RIeva Lesonsky

Are your email marketing messages optimized for mobile? They’d better be. According to the latest Return Path global bi-annual mobile email report, 37 percent of U.S. respondents surveyed now open their email on mobile devices, compared with the 30 percent opening them through webmail in a browser. The percentage of emails opened on mobile devices has increased 300 percent since 2010 and shows no sign of slowing down, says the report. Here’s some more of what you need to know:

 

Platform matters: While Android mobile phones still dominate in the U.S., Apple device users are more likely to open and read email on a mobile device than any other group. Although Windows Mobile saw an 85 percent increase in email opens since April 2012, it still accounts for just 0.3 percent of total email opens on smartphones.

Industry variation: Certain industries’ emails are more likely to get opened on a mobile device than others. The retail (40 percent), consumer product (40 percent) and real estate (38 percent) industries lead the way.

Is it safe? The information being sent via email is also a concern. For example, banking-related emails were less likely to be opened on mobile devices due to security worries.

Desktops aren’t obsolete…yet: Users check email more often on a desktop than on a mobile device during the day. I’d surmise that’s probably because they are sitting in front of their computers at work, but as more workplaces incorporate tablets into the work day, the desktop is likely to become less and less dominant.

Mobile sitting still: It’s a myth that mobile purchasing is taking place out of home. Just 22 percent of mobile purchases take place on the go; 18 percent occur at work and more than half (51 percent) take place at home. Your customers are more likely to be opening that email in bed or on the couch than in the car, so keep that in mind when designing your message.

If you doubt optimizing email for mobile matters, keep these facts in mind: Return Path found that email marketing messages drive twice as many conversions as social media or search. In addition, the average order value is higher on mobile devices, whether tablet or smartphone.  However, since even those who open their emails on mobile devices still make most of their purchases on the desktop, you need to make sure your emails are optimized for both platforms.

Image by Flickr user Brad Flickinger (Creative Commons)

 

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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