Email marketing can still be a very effective way to attract and retain customers, increase awareness or even run direct-response campaigns. But it is critical to factor in how people will read your email, and there is no bigger influence than mobile. Email marketing is primarily about engagement, and the device they are opened on hugely influences whether your emails instantly deleted, saved for a rainy day – or leapt upon with gusto! Here’s some interesting facts to ponder…
More email is read Mobile than on a desktop email client. Stats say 48% of email is now opened on a mobile device (Litmus –”Email Analytics” Nov 2013)
90% of smartphone owners access the same email account on mobile and desktop. (ExactTarget Survey – 2012)
57% of smartphone users said that email is an app they can’t go without — not even for one day. (Apigee – “Mobile behavior survey 2013)
These are huge percentages, however you look at it. Time to take note! Even if you discount SPAM filters and other elements that determine the deliverability of your emails, certainly there’s little point creating unresponsive mails full of fancy graphics, images and text decorations if your target audience is on a mobile device! Because on a smartphone, your unresponsive emails will look tiny and confusing – and will quickly find themselves heading for the Trash folder.
Our infograph summary below, which was taken from 5 billion emails sent throughout 2012, demonstrates the reality and the phenominal changes in trends and usage. (Who would have predicted Microsoft Outlook was used to read just 18% of emails?!) Nowadays, over 80% of emails were read on a mobile device or Web based (Gmail, Hotmail etc.) platform. And Apple based devices now account for more than half of the total devices used!
Strategies that Work
So – rather than picture your target recipient sat at their PC with a coffee to read your email, the reality is they’re just as likely to be in a meeting, in the car or standing on a train on the way home, one hand on the rail and the other on their iPhone.
Knowing this information, we offer email marketing strategies and proven techniques to maintain and increase engagement in this multi-screen world. Otherwise, you’ll risk giving a whole new meaning to ‘Talking Trash!’