Increased Mobile Clicks for Email Marketing
As mobile technology becomes more and more advanced, an increasing number of people are using their phones and tablets to access the internet and perform activities online. Smartphones are now capable of doing almost exactly the same things as desktop computers, with the incredible advantage of being able to use them anytime and anywhere. What this means for the world of marketing is that a rapidly increasing percentage of clicks and leads are being generated on mobile devices, meaning that a company’s email marketing strategy needs to be adjusted to cater to the mobile audience.
A group of studies undertaken by Litmus over the past several years has shown that the number of people viewing emails primarily on their mobile devices has vastly increased. In 2011, just 8% of emails were opened on a mobile device compared to the incredible 48% last year. The results are to be expected as smartphones surge in popularity and become more and more powerful, but these findings still represent an incredible shift in the way we interact with our emails. At the same time, the use of desktop applications to view emails has seen huge drops over the years, while the popularity of webmail has remained relatively stable.
When it comes to how long people actually spend looking at an individual email, the results of Litmus’ studies have also proved to be quite interesting. On the Android mobile platform, more than half of the users spend over fifteen seconds looking at a single email. On desktop computers, this percentage is significantly smaller. However, tablet and iPhone users spent even less time on a typical email and, when asked why, revealed that this was partly because the designs of the emails were often incompatible with their platform. Users also complained of having too many messages and irrelevant emails sent to them regularly as well.
From these results, we can conclude that email marketing strategies clearly need to be adjusted. With more and more people using mobile devices to view emails, these marketing messages need to change to suit these new platforms. Users are complaining about irrelevant and poorly-optimized content; this is clearly a sign that emails need to be clearer and more compatible with mobile platforms. More users will click on links and spend time reading messages that are succinct and properly optimized.
Another study, undertaken by Yesmail, has shown that the revenue from mobile emails has increased by a significant amount in recent years. As time goes by, mobile devices are only going to become more and more popular so businesses need to react immediately to avoid being left behind. Email marketing needs to quickly adapt to the increasingly mobile world in order to generate more clicks, leads and revenue. These studies show that mobile platforms are clearly being favored by users but the content on these platforms simply isn’t good enough. Marketing experts need to act now to take advantage of the popularity of these platforms.