2014年3月6日 星期四

Convert mobile subscribers into leads - Let readers read your email in mobile

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A growing number of tech-savvy users (61%) access their emails from mobile devices, say, smartphones or tablets. If your eDM is not ready for their devices, you stand a good chance of losing your subscribers.

Fit your customers’ best interest

Non-responsive eDM
Readers have to zoom in
or out to read the details.
While most of the email users only spend 15 – 20 seconds on each email, non-responsive email asks them to delete your email. 80% of email users would immediately delete an email which did not display properly. What's more, 18% of users will even unsubscribe if your email does not render properly on mobile. 80% of customers complained that it was more difficult to read emails on mobile comparing with on desktop. The reason causing the difficulty is mainly the non-responsiveness of email. For example, the size of images in non-responsive email does not fit the mobile screen and thus are not displayed properly in mobile. Hence, a responsive email design is a prerequisite to catch users’ attention within 15 seconds. Let your readers grab main idea of your email in a glimpse without zooming in or out. Try to read our blog on mobile and experience what responsiveness means.

You may only satisfy desktop users, but..
Let’s see the customers’ behavior of reading emails on mobile devices…




Statistic of customers’ email reading behavior 

mobile email marketing trend
61% of customers open their emails on mobile devices while 30% of them read emails only on mobile devices. On the other hand, 82% of smartphone users read and reply emails on mobile devices. Over half of the email (51%) is opened on mobile devices.

Mobile open rate of email clientsEmail is definitely the most popular activity on mobile devices. I believe you are one of the smartphone users described below: half of the smartphone users (54%) check emails on their mobile devices before going to bed, and almost half (49%) of the users check emails immediately after they wake up. A more surprising fact is that 43% of email users who read emails on mobile will check 4 times or even more a day (even 100 times). This surprising fact tells you that you cannot overlook users’ reading behavior on mobile devices. 

Responsive design eDM
<< You do not need to zoom in or out with responsive email template
     as it will fit your mobile screen size automatically.

Capture leads in mobile email marketing

How is the sales power of mobile email marketing?

While mobile devices drive 40-50% open rate, and even 40% unique clicks which is the largest proportion of total unique clicks, each mobile click is worth $7.14, which is double of the value of a desktop click, $3.26. More importantly, mobile conversion rate outstrips desktop conversion rate that promotional emails induce more than 70% of mobile purchasing decisions. 52% of total sales are generated from mobile while only 18% of total sales happen on desktop. More customers prefer making purchase thru smartphones rather than desktop. Therefore, 52% of corporations will provide customers with email alerts in mobile which keep users updated on new products or discount offers. Mobile email is actually one of the leads generators in your marketing.

Enhanced eDM performance with responsive email newsletter
Performance of eDM campaign is greatly improved
with responsive email design.
Yet, although 46% of corporations realize that poor newsletter design on smartphone can decrease the purchases made, and even 75% of corporations know that poor email design can negatively affect brand image, only 11.84% of newsletters’ designs are responsive. 39% of companies even do not know any strategies for retaining mobile subscribers. 42% of corporations never use responsive design in email.


Now you know how important it is to prepare responsive design for eDM campaign. According to The Radicati Group, number of worldwide mobile email users keeps growing and 1.779 million email users will become mobile email users in 2017. Get prepared to touch base with them! In the next blog, I will show you the tips of retaining mobile subscribers.

Stay tuned!
Register to EDMdesigner (UFOSend Official Partner
for making responsive email template) and
create your first responsive email template!
Keep me update of mobile email marketing tips >>

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Source:
EDMdesigner @ UFOSend Official Partner
Jordie van Rijn @ emailmonday compiling statistics list

Retailcustomer experience.com

Litmus

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