We have been building, managing and collecting data on email marketing campaigns for many years and have keep a watchful eye on the significant increase in the number of emails opened on mobile devices. Dashboard analytics provide clear data on the breakdown of opened emails per device. Regardless of product category or type of business, virtually all of our clients are averaging about 74% of their email marketing being read on a mobile device.
This impacts both our strategy and design of the email message. With these types of statistics it make sense to build only custom mobile optimized or mobile responsive emails, just like building a custom mobile optimized website. Care is taken to properly size the message and placement and size and CTA buttons, allowing for breathing space and finger clicking wiggle room necessary to navigate the message on a small device.
It’s clear, mobile optimized emails impact email marketing performance.