According to a recently published whitepaper from Yesmail Interactive, "Mobile Email Design—Marketing Fit for the Small Screen," currently more than 36 percent of emails are opened on a mobile device and that number is projected to climb year-over-year. Consumers continue turning to their mobile devices to check email, shop, interact on social media and more. The prevalence of mobile makes it more important than ever for brands to make calls to action simple to follow. Despite this shift, 76 percent of brands only offer a basic mobile strategy—or do not have one at all.
By failing to respond to shifts in consumer email habits, marketers could see fewer mobile transactions or engagement. Nearly half of consumers say mobile emails are difficult to read because of excessive scrolling and 29 percent complain that layouts don't adjust to their mobile screen.
To ensure consumers can interact with their content, marketers should use scalable and responsive design. The key benefits of mobile design, in general, are:
- Usability: no pinching and scrolling, mobile design scales automatically.
- Clarity: large text and calls-to-action promote instant engagement.
- Positive Brand Experience: many consumers will unsubscribe from a brand's email program if they open non-mobile optimized emails on their mobile device.
The best approach for marketers is to employ a hybrid of responsive and scalable layouts so that consumers using any mobile device will have the optimum customer experience. By implementing scalable and responsive design in mobile email marketing strategies, marketers will see higher click rates and greater customer engagement.
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Matt Caldwell is vice president creative and agency services at Yesmail. Caldwell also is the founder of Yesmail’s award-winning Creative Services group and now the longest running, dedicated email design agency. Reach him at Matt.firstname.lastname@example.org.