In a study done by Knotice, they found that from among 974 million e-mails in the US, 27% are opened using mobile devices. This is a 7% increase in just a span of one quarter in a year.
This figure is another testament to the growing significance of mobile technology in planning out an Internet marketing campaign. Any Internet marketing expertknows that e-mail is not dead. If anything, e-mail marketing is a crucial complement to a social media plan or to any other kind of online marketing campaign. And with the advent of mobile and powerful gadgets, a formidable tandem is born. A “weakness” of e-mail marketing has been effectively crossed out. Before, one could only read from a laptop or a PC. Today, however, with a smartphone or a tablet, marketing messages are also mobile.
The study further found that iOS (hello, iPhone and iPad) devices are commonly used for mobile activity. It accounts for 22% of the activity compared to the 5% for Android-run devices.
Note: This should be a guideline for any e-commerce merchant or Internet marketing expert. Consumer preference for mobile gadgets affects the message itself.
However, the BizReport article noted that while mobile e-mail touchdown is on the rise, click activity does not necessarily come with it. This is due to the lack of mobile optimization which makes it hard for users to do more with the message other than read it.
Another research showed that 84% of UK companies failed to design e-mails for viewing on a mobile gadget and more than a quarter do not test campaigns across different kinds of mobile devices.
This, despite the fact that mobile optimization has been established to critically affect conversion.
Are your marketing messages, especially your e-mail blasts, optimized for mobile consumption?
Maybe now is a good time to call your Internet marketing expert.