According to the recent MarketingSherpa Mobile Marketing Benchmark Report, a whopping 31% of marketers do not know their mobile email open rate — Are you a part of this demographic?
There are a variety of reasons why these marketers may be unaware that their messages are being viewed on mobile devices: inability on behalf of the platform they use to deploy campaigns, a lack of tracking analytics, or perhaps even blatant oversight. After all of the focus that marketing experts have placed in recent months on the importance of mobile as it surpasses desktop viewership, this is a crucial number that cannot be overlooked. Fairly soon, mobile email viewers will be the majority when it comes to accessing and reading email. If this metric is disregarded altogether, there will be a large gap in your email marketing reports that will not be accounted for.
As proof that focus on the mobile user is crucial, MarketingSherpa highlighted their case study that found that newsletters that focused on mobile optimization saw an increase of 53% in total clickthrough rates. Many would agree that a 53% improvement in any metric of their email marketing campaign is fairly significant, but think of all of the content the audience was missing out on before. By not recognizing mobile viewership as a source to be reckoned with, brands are missing out entirely on an untapped resource — Why?
If you have yet to shift your focus to optimizing your email marketing campaigns for mobile viewership, we have got a number of resources that can aid in the process. From webinars on mobile strategy and design to blogs that break down the basics of mobile email templates, we’ve got a wealth of knowledge on the issue that we are glad to impart. It is imperative that if you have not begun to realize the importance of mobile devices in the greater scheme of email marketing, now is the time. With mobile email opens hovering around 40%, you cannot afford to neglect your non-desktop audience.
If you don’t want to take our advice, take a look at how Cookies By Design was able to increase their clickthrough rates by 75% through mobile optimization. Through a few simple tricks and a new template, their metrics saw a dramatic increase of 145% in their click-to-open rates. Knowing that you can improve your email campaigns tenfold, why not begin to make the move to mobile? After all, there is nowhere to go but up.
Inbound Marketing Coordinator, WhatCounts