Mobile Email: Optimize or Perish

Share this article:
 Email opens on mobile devices r expected to surpass desktop opens by 2013
Email opens on mobile devices r expected to surpass desktop opens by 2013

Seventy. It's a number that should make a marketer's blood run chilly.

Why? Because 70% of smartphone users will immediately delete an email that doesn't display correctly on their mobile device. Seventy is also the percentage of the world's population that currently has a mobile device. Add to that the fact that almost half of all email, about 42%, is opened on mobile devices, and you've got a #scary situation.

Now, math isn't my forte, but that seems like a pretty convincing argument in favor of email optimization to me.

Mobile-ready email was the topic under discussion at a StrongMail-sponsored TweetChat (#StrongMobile) on March 27 hosted by Direct Marketing News. We had Eric Lepetit (@ericlepetitsf), StrongMail's mobile campaign strategist, on hand to answer optimization questions and talk mobile email do's and don'ts.

For example, subject lines are more important now than ever. As TweetChat participant @fionalandrews pointed out: “It better have an awesome subject line for me to check on my laptop later, or I'll delete it!”

It's a good point. I don't know a single person who says they get too little email. With the glut of messaging out there, there's not much motivation to click on something mediocre.

Speaking of click-throughs, or shall I say tap-throughs, only about 2% of people who first view an email on a mobile device look at it again later on a desktop. Mobile users also want their emails hot and fast when they're checking messages on a phone. If an email's confusing, or it's not clear where to tap, best case scenario the user will delete it. Worst case scenario, if it happens enough, that user might disengage with the brand completely in a frustrated huff.

But follow some mobile email best practices, and you should be in the clear. Tweeter @valthinks asked Eric if there is “a magic formula for a number of links or is it simply all about clean messages?”

And no matter how awesome a brand's messaging is, if it isn't optimized for mobile, it's probably not going to fly.

OK, enough fear-mongering. Here's a number that'll turn that frown upside down: 120, as in a 120% decrease in disengagement for optimized emails. That's what StrongMail's seen for the messages it mobile-optimizes for its clients. That and a more than 24% increase in click-through rates.

Really, when it comes to mobile-ready messaging, the only person standing in your way is you. Get smart about optimization and the world is your mobile email oyster.

Check out Storify to view more highlights from the chat.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...