Repeat after me. Creating email interfaces with mobile-first ethos and UI is key to the success of email marketing campaigns. Why? The numbers speak for themselves – about 56% of netizens check emails via their mobile device. We didn’t realize when the shift took place, but it is here.
What Do We Mean When We Say Mobile-Responsive Email?
In a nutshell, a reader can open a responsive email on any device, including a smartphone, laptop, or tablet, without any visual hassles. Some of you must operate your email client on all three and have perhaps noticed how the email interface almost always perfectly fits the screen. Now, this is not happening on its own. An entire team of coders and designers is behind this responsive experience for their user.
An email platform that allows you seamless viewing and interaction on your smartphone is deemed a mobile-responsive one. And, since a colossal chunk of C-suites, executives, individual buyers, etc. check their emails on-the-go, your organization must engage a mobile-responsive email marketing platform to immerse them with personalized offerings.
Still on the Fence? Check Out 3 Top Reasons Why You Need a Mobile-Responsive Email Marketing Platform.
Your Leads Are Looking at Their Smartphones 150 Times a Day
Yes! You read that, right! This is the number our research shows, and we’re sticking to it. Such a high figure presents you with countless opportunities to ping leads, or send carefully drafted email alerts throughout the day.
However, automating a mobile non-friendly email will lead to a steep rise in deletion, and various readers may also mark it as spam. Remember, the mobile-responsive email marketing platform you choose must have a practical design and user interface that attracts the reader.
Even though they are checking out their smartphone 150 times a day, they will interact with your email only if it has a catchy and personalized subject line, runs smoothly on their smartphone, and has a clear CTA or Call to Action button.
Mobile-Responsive Email Templates Boost Click-Through and Open Rates
CTRs or Click-Through Rates show you how many readers clicked on a specific link or CTA button, whereas open rates signify the total percentage of users who opened your email campaign. Given the ease of use of a smartphone instead of a laptop, both CTRs and open rates are higher for mobile-responsive emails.
Meaning, fewer prospects procrastinate, checking out your carefully crafted pitch if it is mobile-friendly. However, if potential customers click on the email marketing alert on their smartphone and are led to a lousy interface, you can forget conversion.
But, this may all sound like fluff! Which is why let us talk numbers and figures:
In 2014, Mailchimp recorded a 15% hike in CTR among smartphone users when they started leveraging email user interfaces that were mobile-responsive.
Another study revealed that organizations that used responsive design in all of their email marketing drives witnessed a 55% higher mobile click-to-open-rate than brands that did not implement mobile-friendly strategies.
Your Opt-Ins Will Take a Massive Hit
How massive? A 2016 study shows 45% of buyers unsubscribed to newsletters and other promotional emails because they did not work seamlessly on their cell phones. Once a user unsubscribes, they are never coming back on your site to opt-in for emails.
Brass tacks! Your target audience will delete your perfectly crafted, hyper-personalized email communique if you don’t adapt to a mobile-responsive email marketing platform. Don’t believe us? As per BlueHornet, up to 80% of users tend to delete emails that are not optimized for their smartphones.
The bottom line is that if your email template doesn’t look right, requires the reader to zoom in and out significantly, and is loaded with content, it stands to lose efficacy. The next line of inquiry then should be – How heavy should a mobile-responsive email be?
Guess what! There is a magic number here, and it is 102 KB. Sure, when you draft an email to be opened on a laptop or desktop, you can take liberties with the email size. But, mobile-responsive emails are a different ball game. If your email is over 102 KB, complete with imagery, Gmail will form an attachment, which the reader needs to download. Avoid this by ensuring you stay within the size limit so that the message is embedded and pops open as soon as the user starts reading the email.
Remember, the future is only going to get more technologically interactive. With the number of smartphone users skyrocketing at an alarming rate, mobile open-rates will rise steeply. Therefore, the argument that you need a mobile-responsive email marketing platform is indeed a fact today.
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