Do you often check your email on a mobile phone?
Do you close or delete the email if you can’t read it?
Are your emails optimized for mobile phones?
After purchasing an iPhone last Christmas I often check my email with it particularly when I’m away from my desk e.g. out and about town or from my living room while watching TV. If I need to scroll, pinch and squeeze to read someone’s email I’ll either close or delete it especially if I don’t recognize who it’s from or the subject line doesn’t capture my attention.
Mobile Email Stats
According to the largest UK survey of email marketers sponsored by Adestra
- The vast majority of responding companies (70%) rate email as ‘excellent’ or ‘good’ for return on investment.
- Only 40% of responding companies use an Email Service Provider(ESP) for more than the basic broadcast of email.
- Companies using their ESP for additional functionality report higher ROI.
- Less than a third of companies regularly test their email marketing campaigns.
- Over a third of companies have no strategy in place for email on mobile devices.
- According to Comscore 70 Percent of UK Male Smartphone Owners Use Email on the Go
- According to CampaignMonitor mobile email clients like the iPhone, iPad and Android have grown from 4% of the market to almost 20% in just two years.
Are your emails optimized for mobile phones?
Most email marketers assume their subscribers have no problems reading emails on their mobile phones or if they can’t they’ll wait until they get back to their desktop computer to read them.
The graphic below from e-dialogue tells a different story:
- 29% of Europeans would read emails later on a laptop or PC
- 41% would delete or forget about the email
- 49% of US and 50% of APAC email recipients would just delete the email
What does this mean for you?
You may incorrectly assume your email is getting read by mobile users. This means your content is not reaching all your subscribers resulting in reduced response rates and sales.
What should you do about it?
Most online businesses use a professional email address for customers to contact them and utilize an email list provider to send emails to their ezine list.
- Check the stats from your email list provider to see what proportion of emails are getting opened by mobile phone users.
- Test whether your emails are being correctly displayed on mobile devices.
- If your email templates don’t display correctly consider creating a mobile friendly template.
Fortunately for G-mail users your email is correctly displayed on mobile devices. I didn’t check the other free email services from Yahoo, Bing and AOL.
Video: Mobile Email – Why It’s Important For Marketers and What You Should Do About It
If you need a professional email list provider so you can create a mobile-friendly template to be sent to your newsletter list quickly and easily read my Review of YourMailingListProvider
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