Mobile Preparation Gets Your Emails Read

80% of people delete emails not optimized for mobile!

Since mobile continues to be the popular way for people to receive emails, most brands can expect to see more than half their emails opened on a mobile device. Furthermore, reports found consumers are willing to act on mobile emails, with more and more users stating they would make a purchase as a result of an email on their mobile device.

Email not optimized for mobile is far less accepted. In addition to the 80% statistic above, studies show three out of 10 recipients would unsubscribe from the list after receiving an email that is not mobile-optimized.

Customers will not look at an email a second time on another device, so you must do it correctly the first time. In addition, you must make sure the call-to-action is clear, and the reporting is detailed and accurate.

Reports on mobile device metrics for your email campaigns should be unique. You want to create and track your key mobile segments.

The most powerful and useful set of mobile metrics to focus on is volume, demographics and the buying patterns of your audience. Once you know these parameters about your visitors, you can work on optimizing your website accordingly. With the knowledge of your mobile conversion rates, you can concentrate on the versions of your website, and achieve better performance.

Let us review some more positive data available:

Data shows good response rate for mobile campaigns — 5% click rates vs. 1% for conventional web ads.

Mobile marketing campaigns are highly targeted making them more effective than other forms of advertising.

Mobile marketing can help generate buzz about your products/services because your offers will reach consumers while they are actively shopping and making buying decisions.

Web searches on mobile devices will eventually exceed searches on PCs.

Mobile phones can receive input anywhere and anytime, enabling location-specific and behavioral targeting for local businesses.

Carriers have customer data and location information potentially available for targeting.

Personalization, immediacy, and interactivity of mobile ads encourage response by consumers on the go.

Are there negatives?

Some advertisers are wary of consumer privacy issues.

Mobile marketing is fragmented and complex because of many different handsets and carriers, different types of functionality and different preloaded apps, etc.

Some adaptation of content and messages to the mobile web results in poor user experience.

An improved and more effective establishment of reliable measurement and metrics for advertisers to measure mobile ad effectiveness is required.

Even if some minor obstacles still exist, the writing is on the wall – to get your emails read you must concentrate on your mobile preparedness.

Consider the following:

According to estimates by June, 2012, there were 2.1 billion active mobile-broadband subscriptions in the world. That is 29.5 percent of the global population.

Mobile-broadband subscriptions have grown 40 percent annually over the last three years.

Mobile-broadband subscriptions outnumber fixed broadband subscriptions 3-to-1.

Forecasts that global mobile broadband subscriptions will reach 6.5 billion in 2018, with the mobile phone will continue to be the dominant mobile broadband access device.


Did You Know? Emercury Marketing Manager has a feature called ‘Mobile URL Redirection’ for mobile campaigns. In this feature, if the recipient opens the email on a mobile device Emercury will replace the original link with this mobile link which is optimized for mobile devices. In addition, Emercury will identify if you are on a mobile device and immediately change the links so you are sent to the mobile landing page instead of the desktop landing page.


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