Why email marketing should be designed with mobile in mind?

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Mobile is gradually becoming the preferred platform for opening emails. In Spain alone, 37% of emails are opened from mobile devices (Splio). In the United States, the figure has risen to 52% (The Pew Internet and American Life Project). We are now talking about more than half of users. This is a very important milestone, considering that email marketing plays one of its first cards in the subject and the appearance of the email. The number of users it converts will depend on how persuasive or striking it is. If half of them cannot even view it correctly, the ratios will drop rapidly.

First mobile, then desktop

Nowadays, emails are designed with the desktop version in mind, ignoring the growing trend of checking email from mobile devices. Yesmail, an email marketing solutions provider, has analyzed the data of 5 billion emails and concluded that 49% of them were opened from a mobile device. However, only 11% clicked on a link in the message compared to 23% who did so from a computer. That is, half. The question is unavoidable: why?

The most logical explanation is that emails are designed to be read from a computer screen. Considering that from the email application on an iPhone, for example, only 30 characters can be seen in the subject line of an email, if the sentence does not begin with the most persuasive part, users are unlikely to read it.

Users who combine multiple devices generate more revenue

Email marketing company Movable Ink confirms this trend 1st cell phone in south africa in a report on consumer device preferences (2013). 62% of emails were opened on mobile devices, either phones (48%) or tablets (13%). While most clicks were on the desktop version. Perhaps most revealing is the revenue generated per person who opened an email: mobile users generated 10 cents, desktop users 34, while users who combined both devices earned a surprising $1.28, according to a report by Experian Marketing Services.

There are also interesting data depending on the brand of the device. According to the Yesmail report, 82% of messages were opened from an iPhone, followed far behind by Android devices (17%). As for the time spent reading email, according to Movable Ink, 53% of Android users spend more than 15 seconds reading each message, while only 41% of iPhone owners reached that time.

All these figures do not mean that the desktop computer is being denigrated, because, for the moment, the other half of the population still checks their emails from the computer. But these are studies and figures that do require a change of perspective. The responsive design solution for emails, which automatically adapts to the device, is emerging as a more satisfactory solution. Experian mentions some cases in which this formula has increased the CTR (Click Through Rate) up to 63% and the transaction rate up to 18%.