Yet most Brands have not adopted a Mobile Friendly Email Strategy
Consumer behaviour has completely outpaced marketer action when it comes to embracing mobile and a change in strategy is needed. It’s true that there are more mobile friendly sites online, especially after the Mobilegeddon update on the 21st of June – however what’s worrying is the quality of emails marketers are still sending out to consumers.
We know that 42% of South African access the internet using a smartphone, meaning that emails we send out to consumers will most likely be read using a mobile device. The sad thing is that even with this knowledge marketers are still focused on desktop focused email designs/templates which don’t display well on smartphones.
A joint research study by Litmus and Salesforce Marketing Cloud revealed that marketers are still behind when it comes to creating mobile friendly emails. They produced an infographic that highlights a wide gap between consumer adoption of mobile and marketer adoption of mobile-friendly email. Here are the key takeaways:
- 48% of emails are opened on a mobile device
- Only 56% of emails are now mobile friendly, however this represents a 155% increase when compared to October 2013
- 16% of mobile friendly emails lead to websites that are not mobile friendly
- A staggering 52% of B2C brands do not have emails and websites that are both mobile friendly