EM360 Digital Blog

14 Jan 2016

Should Marketing Companies Consider Mobile Email To Advertise?

With the world of smart phones and tablets final­ly reach­ing a point that they are almost in every home world wide, it’s a rea­son­able assump­tion that mar­ket­ing strate­gies might want to start tak­ing advan­tage of this. It’s a sim­ple fact that when the world of email start­ed to take over, that it would have to evolve even­tu­al­ly. That day has final­ly come. Recent stud­ies have shown that 48% of all email is read on cell phones, or oth­er mobile devices. So, if you are in the busi­ness of mar­ket­ing, or just look­ing to mar­ket some­thing on a per­son­al lev­el, you may want to con­sid­er opti­miz­ing your email for mobile devices.


This is not nec­es­sar­i­ly per­tain­ing to actu­al writ­ten emails, because we all know that those show up on smart phones pret­ty much how they would on your home com­put­er. But in the world of mar­ket­ing, HTML emails are a high val­ue. It’s prac­ti­cal­ly send­ing out a newslet­ter with every­thing that you are offer­ing. These have a ten­den­cy to some­times not play well with your mobile device. But you can opti­mize them to cel­lu­lar devices with lit­tle to no effort on your part.


Why would you want to do this? From 2014 to 2015 the amount of mobile emails sent and received jumped 9.8%. That may not sound like a lot, but indeed it is. With con­sumers out there becom­ing more and more com­fort­able with inter­act­ing with email, rev­enue from mobile email mar­ket­ing is increas­ing. There are still those out there that are on the leery side, because of all the spam and iden­ti­ty theft issues that hap­pen with emails on a dai­ly basis. The pos­i­tive note to this, is that it isn’t hurt­ing the bot­tom dol­lar to those who con­tin­ue to push their prod­ucts in this man­ner.
That being said, let’s get back to why opti­miz­ing for mobile devices is so impor­tant. I men­tioned that 48% of all email is opened on mobile devices. But 69% of that email is almost imme­di­ate­ly delet­ed because they are not opti­mized for the plat­form, caus­ing email mar­keters to lose 89% of their leads. This is not good for your busi­ness. So if you want to jump to the front of the line in the mar­ket­ing world, this is just one small piece of advice that will be ben­e­fi­cial to you, as well as your clients.


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