Mobile Email: Optimize or Perish

 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.
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


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.


Featured Listings

ASL Marketing

ASL Marketing

As the leading source for direct marketing youth data, ASL Marketing connects your ...