E-mail viewing on mobile devices

By Kélyn Donough

E-mail viewing on mobile devices are a big element to consider. Reports have shown that half of e-mails being opened these days are opened using mobile devices, the problem is that marketers are not modifying e-mails for mobile use. This then misses a huge opportunity to lure in more customers. Image size needs to be reduced, as well as call to action buttons or links that can be clicked on with a finger or thumb on a small touch screen. The worst is trying to click on a link but not being able to do so. E-mails need to be designed for mobile use as more people want to access their mail anywhere and anytime.
In 2013, worldwide, mobile email users totalled to 897 million. The e-mail market has grown over the past few years due to consumers having anytime, anywhere access to their e-mails. People are always on the move, so it is of no surprise that users view their e-mails on their mobiles. Another factor that has influenced mobile e-mail growth is the affordability of mobile devices that can access e-mails. Users no longer need a desktop computer or laptop, they can use their mobiles or tablets to access their e-mails.
When analysing data from 5 billion marketing emails, studies showed that 49% of these emails were opened on a mobile device. The open rate of e-mails were also higher on mobile devices because of the increase of use of devices such as smartphones and tablets.
Do not think of mobile marketing as the last thing on your to do list but rather make it a priority. When setting up an e-mail marketing campaign, always consider mobile and responsive designs before the launch.