Mobile First: Send Smart
While marketers have been using email for decades, the biggest impact on this platform has come in the last three to five years due to the quick and exponential increase in smartphone adoption, thus leading to a change in how emails are viewed.
Mobile email is the one thing that most blurs the line between personal and public, as people are moving in droves to have both personal and work emails on the same phone. The reason? In this day and age, they always have their phones with them.
People have an emotional attachment to their smartphones, a relationship that does not exist with other devices. This attachment is so strong that, while a broken computer, stove or even car—all products used on a daily basis—may take a couple of days to get repaired, a lost or broken phone will typically get replaced the same day. Also, while a user will generally forget a negative experience on a desktop computer, the same experience on a mobile phone produces a much stronger reaction and implication.
Think About Design
As the majority of people now view all of their emails on mobile devices, email campaigns should be designed primarily for mobile, with the overall goal being to provide the best user experience.
When emails are not designed for mobile, at best users have to scroll through and take further actions to see content. And, at worst, content cannot be seen at all. With so many things becoming increasingly digitized, providing a positive and useful experience across all device platforms becomes the highest priority for brands.
To provide the best experience for customers, marketers must first understand mobile viewing behavior. Regardless of age, gender, educational or economic background, many mobile users are obsessed with checking email; most will check email in bed before starting the day.