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Warning: Dare You Ignore Mobile Users With Your Email Marketing?

Email marketing continues to grow – but are you considering all the platforms your campaign will be viewed on? If not, you run the risk of losing a prospect’s attention the moment they see your email…

Email marketing continues to grow – but are you considering all the platforms your campaign will be viewed on? If not, you run the risk of losing a prospect’s attention the moment they see your email…

Email is king:

2013: 3.6 billion email accounts in the world

2016: 4.3 billion predicted

And emails viewed on mobile devices is on the increase:

41%: The amount of email now opened on a mobile device.

68%: The percentage of UK smartphone owners who use their device to check their email per month.

But despite such an obvious platform, there are still companies playing dumb, wasting the potential of their invaluable email marketing lists:

7 in 10 are ignoring mobile email readership.

Only 31% regard optimising emails for mobile as a top priority.

Such companies run the risk of turning off the prospects featured on their email database if they don’t take mobile into consideration:

… your content must be scalable – if not, it could lead to incorrect formatting on small screens…

… people spend less time ‘browsing’ on their phones so a campaign must be to the point – don’t turn off prospects with excessive content…

… too much content can prove to be difficult or frustrating to read due to the need for excessive scrolling…

… your email could end up with fiddly buttons that are a pain to press on a small screen…

The net result? Your company looks backwards-facing and out-of-date.

Use scalable and/or responsive emails so they automatically adapt to the device they are being viewed on.

A New Threat – Nailing Gmail Tabs

Gmail’s new tabbed interface has sent tremors through the marketing scene. The new system means marketing messages are automatically directed to Googlemail users’ secondary inboxes. This has lead to:

Marketeers sending out instructions to clients on how to move marketing messages back to their primary inboxes…

This can be annoying for prospects because they are being told the same information by multiple marketeers.

But mobile devices add another layer of complexity:

Only 19% of Gmail users read their email in Gmail’s Web client.

Over one-third of users read email on the iPhone mail client.

20% check Gmail on their native Android mail client.

Neither mail client supports Google’s two-tier tab system.

So don’t waste your time sending out instructions – it looks misguided and ignorant.

A Solution?

Monitor your open rates – if you track a drop, then contact your prospects with the relevant information, highlighting the mobile issue.

It shows the contacts on your email database that you are aware of all the issues.

Remember:

– More and more people are checking their email on mobile devices.

– Not optimising your email content to be viewed on mobiles could deal a death blow to your campaign.

– Adopt responsive email design to ensure that your message gets across.

 

For more information on how to make your digital marketing pop, download our free eGuide '7 habits of successful digital marketers in 2014'.