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Making the Case for Mobile-Optimized Email: The Numbers By Deb Papp

This year, 4.55 billion people worldwide will use a mobile phone, and by 2016, mobile subscriptions are predicted to reach 8 billion, with over $750 billion of spend in� uenced by mobile devices. Whether cell phones, smartphones, tablets, or apps – the move to mobile devices is having a signi� cant impact on consumer engagement. Mobile users interact with brands wherever, whenever, and however they want – and expect a seamless experience doing it.

What the move to mobile means for email

In the U.S., 65% of all email gets opened � rst on a mobile device (globally, that number is 50%) – and that’s great news for marketers. Mobile represents the most powerful mechanism yet for delivering contextually-relevant communications to consumers who are always on the move. As more people access email on the go, there is a higher probability that marketers will reach them.

Another very important statistic for marketers – 97% of all emails are opened only once, meaning your � rst impression could be your last. As an ever-higher percentage of these emails are opened on a mobile device, it’s increasingly important to make sure your messages are optimized for smaller screen sizes with clear and concise messages and distinct calls-to-action.

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The increase in smartphone usage, in particular, is especially signi� cant for digital marketers – not only in terms of the numbers of users, but also because of the types of activities they are conducting on their smartphones:

What about tablets? Tablet computers are one of the fastest growing technologies ever introduced. With adoption skyrocketing, as many as one in 10 people in the world could own a tablet by 2016, with an installed base expected to surpass 780 million. More tablets in the hands of consumers are especially good news for business-to-consumer (B2C) marketers. Here’s why:

• Tablet users have been shown to spend 54% more than smartphone users.

• 56% rate tablets as useful for shopping, compared to 38% for smartphones.

Does this mean you need to optimize emails for tablets as well? The answer is yes and no. In most cases, users will be able to read the full desktop version of your emails perfectly well on a tablet, which has a signi� cantly larger screen than most mobile devices. You do have to remember that subscribers will be using their � ngers and thumbs to navigate and click through, so make sure you still incorporate large buttons with plenty of white space.

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About Lyris Inc:

Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize data- driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value. Lyris’ high-performance, secure, and � exible digital marketing platforms improve marketing e� ciency by providing automated digital message delivery, robust segmentation, and real-time digital channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises o� erings – Lyris HQ and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile channels. Learn more at www.lyris.com.

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The World is Optimized for Mobile — Are your Emails?

Now that you know the numbers behind mobile usage, your next step is to understand what you can do to optimize your emails for mobile. Over my next two posts, I’ll provide an overview of three mobile optimization options — how each one works, as well as the pros and cons — and four steps for implementing a mobile optimization strategy and keeping it running well. You can also download our complementary marketing guide, The World is Optimized for Mobile — Are your Emails? to learn more.