The future for email is mobile

The future for email is mobile

Apr 15 2016

This is the second instalment in the ongoing email series. If you want to catch up, why not take a look at the first instalment - 'Is email marketing still relevant in 2015?'

We are well into the second quarter of 2016 and email marketing is still very much on the up. It's not surprising considering how high the usage statistics were in 2015. In the first instalment, we addressed whether email marketing is still relevant. In this blog post we'll take a look at how mobile devices are impacting email marketing and what the future holds for this channel.

Quick definition mention: Mobile is a broad term. For the purpose and within the context of this blog, the term mobile is specifically referring to mobile devices such as smart phones and tablets.

Mobile Opens: The year Mobile took over

In 2011 email opens on mobile were a trifling 8% in comparison to desktop and web based opens.  In late 2013, Litmus reported that mobile accounted for the majority of email opens with a 51% share. Importantly, the above figures are indicative of an ongoing trend in the rise of mobiles and mobile usage. Unsurprisingly, this upward trend was expected and anticipated by industry experts who monitor and report on such historical trends.   

The above statistics show how the rise of email opens on mobile has been relentless and progressive. It is also not showing signs of slowing down anytime soon. In 2016, Litmus reported that email opens on mobile in February 2016 had climbed to 55% in market share. So, based on these trends, we can say that the future of email may well be mobile. 

Impact of Mobile on Email Design and Engagement

According to a report, 64% of users are viewing emails through their mobile devices.  They are using mobiles as a first point of contact as well as an effective way to scan through emails, deciding which to read then and there, whilst leaving the rest to read or remove later on. User behaviour is different when viewing emails on mobiles and as such, email creators must ensure that the way the content is presented optimises user experience. This can be achieved by taking on a mobile-first approach when it comes to addressing design and content creation. Single column layouts that emphasise clean design, larger text with accompanying image and a larger call-to-action button is the way to go in ensuring that the email will look good on most screen sizes.

Email marketing is constantly evolving and the increase in mobile demand will play a key role in shaping its future. In light of this, companies are advised to either adopt a mobile strategy if one doesn't exist or look towards strengthening their mobile strategies across the digital marketing channels.