E-commerce Link: Covering All the Bases
You've seen the reports that email has the ROI of any digital or offline channel. Looking forward, in 2016 the Direct Marketing Association projects this ROI by channel:
- Email: $35.02
- Search: $23.62
- Social: $13.43
- Direct Mail: $12.57
- Mobile: $12.45
So, don't think about email as dead. Think about email as a vibrant communications vehicle.
But things are never static in the email space! The biggest game changer is how consumers and business people read and interact with their emails. Sixty percent or more of emails are now read on a mobile device.
What does this mean for marketers? First, your site has to be mobile-friendly. If someone clicks through to your site, it is critical they have a good experience. Second, your emails must be mobile-friendly. We're going to dive deeper into how to do email and mobile email right.
Engagement Is Not as Strong on Mobile as Desktop
Let's start with the bad news. I include this to drive home the point that marketers must optimize their emails for a good mobile experience.
Knotice has reported where emails are being opened (desktop, mobile and tablets), and one finding is disturbing: Engagement (unique clicks divided by unique opens) is significantly stronger for emails opened on a desktop. The poor results for non-desktop are probably a combination of emails that don't render properly on mobile (providing a less than optimal experience) and many readers are on the go, quickly dealing with (and possibly deleting) email messages.
By the way, many marketers think interested readers will open an email on mobile or a tablet, but go back later to their laptops to re-read. That is a myth! According to Knotice, well over 95 percent of users only interact with a message once. So you must make a good impression from the outset.