Email Marketers Adapt As Mobile Email Usage Explodes And Web Based Email Usage Declines
Email Marketers are continually being challenged to respond to the changing behavior of their customers.
As consumers continue to show preference over on-demand communications over traditional methods of communication, it is imperative that mobile delivery of email communications be considered to insure optimum delivery and click through.
A study published by Comscore in January 2011 shows that in November 2010, 30% of mobile consumers are embracing email on their mobile devices, as visitors to web-based email websites declined 6% during the same time period. Daily access to email via mobile devices increased by 40% for 43.5 million users, showing that consumers want to be able to communicate any time, any place.
To optimize for readability, opens and clicks from mobile devices is imperative for any organization dependent upon email marketing.
Three Tips to insure successful delivery of your email, across multiple mobile devices:
- Provide a web version of your email in the form of a link at the top of your email.
- Keep it simple, use text and text links to express most important concepts and calls to action.
- Make the content the destination (not the email)
Is your organization responding to this shift in email communication?