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Serious question: would you rather…give up your toothbrush or cellphone for a whole week? One survey found that nearly a quarter of people (22%) would rather give up their toothbrush. Even if you don’t have full-fledged nomophobia, you’re probably familiar with the symptoms if you’ve gone an extended period of time—say, a few hours—without your cellphone. Likewise, an IDC study found that 79% of smartphone users have their device on hand for the entire waking day, save for two hours.
With this addiction to increased dependence on mobile devices, more people are obviously reading email on-the-go. So why aren't email marketers optimizing all of their campaigns for smaller screens? Recent Yesmail research reveals:
Another striking finding from this analysis includes a notable difference (21%) in click-to-open rates for mobile emails that are responsive versus mobile emails that follow the status quo.
So while the money and time spent implementing responsive design may be a deterrent for some marketers, it pays off in the end since it combats the fact that 63% of consumers will close and forget about or delete an email that isn’t mobile-friendly. Responsive design utilizes CSS media queries to automatically adapt an email’s layout to the screen the message is opened on. This adjustment improves the user experience since customers won’t have to pinch and scroll a lot to read a brand’s email on their mobile device.
Even if companies don’t have the bandwidth to incorporate responsive design in their mobile email marketing initiatives, there’s still scalable design. Matt Caldwell, VP of Creative & Agency Services, recently told Mobile Marketer: “Scalability means it is an easily pumped up layout. That means bigger type, bigger buttons and bigger white space – and you are keeping the overall email at 600 pixels wide or less.” It’s important to note that responsive and scalable designs aren’t mutually exclusive, meaning both techniques can be used at once. Regardless, catering email communications to mobile users can provide a more optimal viewing experience, improve engagement, and drive people to act on marketing messages.
For more insights on mobile email strategies, download the whitepaper Think Mobile-First: Tailoring Email Marketing to On-the-Go Consumers.