Today, your customers are multi-screen users, and it's unlikely that people are solely consuming your content and emails on only a smartphone, or only a desktop. Today's marketer needs to be prepared for their customers to read emails on a combination of mobile, desktop and webmail. This means taking a mobile-first or responsive design approach.
To make sure your email program is optimized for mobile follow these tips.
Where Are They Opening?
While an average 50% of emails are opened on mobile, the average by industry greatly differs. It is important to track and understand where your customers are opening your email, both by platform and by device. This is important to understand as things like subject line length, display of pre-headers, and design are all greatly dependent on the device the email is read on. Knowing your subscribers' device usage also can play an important factor in other decisions, like prioritizing the development of a mobile app versus a mobile optimized website.
What Are Their Situational Behaviors?
How do your customers interact on mobile and does that differ from how they interact on desktop of webmail? Track how your customers are interacting with your email. Do they prefer your promotional emails from their phone, or do they click through via a desktop? As subscribers consume emails through multiple devices, knowing how email usage on one device triggers behaviors on another device can help optimize calls to action and other goals to assist with the customer journey.
Timing Is Everything
Track when and where are your customers checking their email and how they are interacting with your different campaigns. By checking how email usage on devices changes based on date and time, you will be able to find the optimal sending time for your promotional emails. According to a recent study by Nielsen, 84% of smartphone and tablet owners say they use their smartphones (29%) and tablets (23%) to use email while watching TV at the same time to share information about a TV program. Another recent study from Google shows that emailing (60%) is the top activity performed on mobile devices while watching television. If you find your subscribers follow this trend, you can time email promotions to coincide with things like certain television shows and product placements.