Marketers need to take the decreased use of smartphones for purchases seriously, because it shows that non-responsive emails are detrimental to smartphone-based purchase experiences. On the other hand, the moderate rise in tablet-based purchases may show that larger size screens make mobile purchasing less cumbersome.
Responsive email design has moved from an optional feature to a fundamental component of successful email marketing campaigns. Here's how marketers can take advantage of it:
- Tailor Content to the Consumer: While personalization should occur throughout the customer experience, tailoring email content to the mobile consumer is even more important. They are on the go. To improve open and clickthrough rates, make content specific to not only that consumer, but the mobile consumer.
- Design Emails for the Mobile Inbox: Consumers receive more emails than ever before, and with more than 50 percent of consumers checking email exclusively on their mobile devices, it's imperative that emails are optimized for the mobile inbox. It should be clear who the email is from and what the email is about in the subject line. Remember, on an iPhone, the subject line hovers around half a dozen words. If you fail to capitalize on the subject line, readers may hit delete. Worse yet, frustrated consumers could mark it as spam, leading to further inboxing issues
- Make It Easy to Read Emails: Again, consumers receive a lot of email to read and have very short attention spans. They are not likely to spend time scrolling across screens or zooming into emails. Ease of readability is key to getting messages read.
- Leverage Device Attributes: Mobile devices are a category of their own, but they're also small computers. Email marketers should make the most of that by including strong calls to action and options to incorporate information into other components of the phone. For example, add the dates of a sale to consumers' calendars or find a store near the consumers in their map app.