Business is still in love with email
It’s an established fact: email strategies still work for business. Because the response to electronic campaigns continues to deliver (for opted-in ones, anyway), they remain a weapon of choice for right-thinking organisations. Better still – users love to share them, growing your reach and exposing you further. Emails have never been sexy, yet they’ve always born fruit. But now the landscape has shifted. Email has gone mobile too.
The numbers for mobile
Frankly, the growth of mobile email took the industry by surprise. As recently as early 2011, most emails were still opened on desktop. The rest of that year saw an explosion of both the webmail and mobile audiences. Then in April 2012 mobile overtook both desktop and webmail, proving that the mobile audience is here to stay. Today, the average accepted figure for email opens on mobile is between 35 and 50%. And that’s your mobile audience, right there.
The logical next step? Mobile-optimised emails
What do we know? We know emails work. And we know nearly half of all customers now choose to consume them on tactile devices. Both factors are positive, but for businesses who want to really get ahead, it presents a massive opportunity. It could be so much better. Just as mobile internet browsers demand a better web experience, so do consumers of email. The answer seems to be staring business in the face: Optimise your business emails for mobile.
So what actually defines “mobile emails”?
We’d describe it as the bespoke design and development of email for users of small screens, tactile interfaces and multiple devices – with due care given to the needs and actions of users. Like optimised websites, this calls for:
- a new approach to design
- an engaging user experience
- an understanding of context
- a knowledge of user behaviour and practice.