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Email is the most popular activity on a smartphone

Active Media presents: A majority of emails today are opened on a mobile device, but many email marketers curiously still fail to optimize their campaigns according to a report by email marketing company GetResponse released Thursday.Active Media presents: A majority of emails today are opened on a mobile device, but many email marketers curiously still fail to optimize their campaigns according to a report by email marketing company GetResponse released Thursday.

Thirty-three percent of email marketers admitted they do not proactively optimize their emails in the study, which polled over 1800 international email marketers. An additional 28% of marketers responded that they fail to test their emails for deliverability according to the report, co-sponsored by Holistic Email Marketing and Smart Insights.

In contrast, 32% of global email marketers preview their email messages for various email clients and screens, including mobile. Industry leaders include the 45% of email marketers in the media and publishing industry who optimize their campaigns for a mobile device, followed by 44% of travel email marketers and 42% of agency employees.

Email marketers need to prioritize mobile optimization in their marketing strategies, and should no longer differentiate email from mobile as two distinctly different channels. Email is the most popular activity on a smartphone and 53% of all emails are now opened by on a mobile device, per studies from email marketing companies Campaign Monitor and Litmus.

Email marketers that don’t optimize their emails to be readable on smartphones are also missing out on a likely revenue generator.

Mobile was a major contributing factor to the 2015 record-breaking holiday online shopping season, and accounted for $838 million in online sales on Cyber Monday according to Adobe’s Digital Index.

 

Source: Active Media - Jess Nelson