Mobile marketing trends are increasingly becoming more ambitious as everyone realizes the important role mobile can provide in capturing customers. There isn’t a doubt that mobile email marketing has taken a leap forward in the last couple of years, and you can expect more of that into the future. One of those trends, says Marketing Profs, is the desire for email to be a mobile-first priority.
You have to look at other statistics to see why there’s such a push to go exclusively with mobile. Most notably, it means more attention to responsive email design that hasn’t been an overly top priority until now.
Why Email Will Be a Mobile Priority
With Marketing Profs noting that PC sales are declining, more and more email will be opened on mobile devices. More specifically, Litmus.com says those who open email on mobile are already near 50% and more growth projected. It shouldn’t be surprising when the same statistics show that people look at their mobile phones close to 150 times a day. During that time frame, someone checking their email more than once is going to be inevitable.
However, the format of your emails are going to be a strong reason why it’s either not read or just deleted.
Why Response Design Matters on Mobile Email
No one wants to deal with mobile-first email that doesn’t automatically conform to the dimensions of a mobile screen. Had it not been for adaptive design for fitting content into mobile’s vertical screen shape, perhaps the desktop wouldn’t have diminished in sales as it has. Fortunately, getting an email designed for mobile screens isn’t too complicated when working with a reputable web designer.
If you’ve put off doing adaptive design, it’s a good idea to get it done now. When you do, you should consider a simpler and cleaner format to promote more click-through rates with your customers. Adaptive design also helps enlarge fonts for easier readability, scales images for better visuals, and overall reforms content so it fits naturally on the screen.
As this becomes more mainstream, what’s going to happen to the desktop? Its decline doesn’t necessarily mean you should stop doing email marketing there. When you consider that other reports say PC’s are still selling in certain markets, you still have a chance to reach those not yet exclusively on mobile.
Using email marketing as widely as possible is still your best bet for capturing everyone before mobile ultimately stands alone. That’s when mobile email differentiation may have to become a best practice so you stand out from everyone else.