Mobile phones replace computers as the device for opening newsletters

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Mobile phones are changing the Spanish consumer much faster than expected, changing their consumption habits and their relationships with brands. This is confirmed by the latest data from Splio, the French multinational specialising in direct marketing, which reports that this November the 50% barrier for email marketing openings on mobile devices has been surpassed. In other words, the same consumers who only a few months ago waited to open their emails on their computer, now do so on their mobile phones, an experience that is not always very satisfactory for them.

And brands, for their part, are not adopting mobile as quickly as the 11-digit phone number format philippines market and users are demanding. Many emails are still being sent that are not adapted to these devices, offering a disastrous reading and browsing experience, which translates into lower conversions and fewer sales. Because if the mobile user does not see the email well, he deletes it immediately and is left with the memory of the bad experience.

The unique conditions of the mobile device market in Spain have also meant that this trend has taken hold much faster than in other European markets. With a mobile penetration rate of 80% and a tablet penetration rate of 43% according to the 5th Mobile Marketing Study by IAB Spain, Spain is one of the European countries with the highest rates of email marketing openings on mobile phones and tablets in Europe.

Splio, which has analyzed a sample of 3.4 billion emails sent from its EmailForge platform around the world, already pointed out in its 3rd Splio Barometer of Mobile Email Marketing Opens that 50% of mobile email marketing openings would be reached by the end of 2013, but with this acceleration they estimate that, after the Christmas campaign, the figure could reach 53% in December.

'The evolution of the Spanish market in terms of email marketing openings on mobile devices has been spectacular,' says Jean-Baptiste Boubault, CEO of Splio. 'In just two years we have gone from 13.7% to 50% and it is a clear sign not only of the level of penetration of mobile devices in the daily habits of the consumer but also that email marketing, as a digital strategy, continues to be one of the most effective tools for marketing managers.' 'The companies that are achieving good opening rates, CTRs and conversions are, furthermore, those that have not ignored this change and are optimizing their emails with responsive design,' adds Boubault.