Mobile marketing firm Knotice observed that 41% of marketing emails are opened on a mobile device, a trend that continues to grow. Are you thinking about this when sending out your newsletters or other marketing material?
Retailers are striving to make their online sites mobile friendly. This includes building a mobile version of the site or launching a shopping app for your smartphone or tablet. However, many overlook how marketing emails appear on a mobile device. Newsletters tend to drive high traffic with each mailing. But could traffic be even higher if the newsletters also cater to mobile devices?
I briefly just went through a bunch of marketing emails on my phone comparing how they display and what sort of download needs to occur for me to see the entire message and pictures. Some were decent. Many had a single picture, or multiple graphics tied together making a single picture, which created one large sale advertisement. The basic layout will render nicely in mobile email clients. However, others did not render well at all. For instance, a local car dealership’s weekly newsletter rendered absolutely horrendous. It had many columns with squished text forcing the email to be quite long in scrolling through. I would not sit through on my mobile phone and scroll through that message to see what they are trying to tell me.
Lastly, when the user clicks the links in the email, it better go to a mobile friendly site, or else you may lose that customer rather quickly if it’s difficult to browse.