In today's world, mobile devices have become an integral part of our lives. We use them for communication, entertainment, and even shopping. As a result, businesses have had to adapt their marketing strategies to reach their customers where they are - on their mobile devices. Email marketing has long been a staple in the digital marketing world, but its importance has only increased with the rise of mobile. In fact, email is one of the most effective channels for reaching mobile users. In this article, we will explore the importance of email marketing in a mobile-first world and why businesses should prioritize this channel in their marketing strategies.
We put together a list of five studies that demonstrate the importance of mobile-first in email marketing:
According to a study by Litmus, a leading email marketing platform, over half (54%) of all email opens occur on mobile devices. This underscores the importance of optimizing email content for mobile screens and ensuring that emails are mobile-responsive. Litmus also wrote that 46% of all email opens occur on a mobile device. Therefore, marketers who don't optimize their emails for mobile risk losing a significant portion of their audience.
A study by Campaign Monitor found that mobile-optimized emails have a 15% higher click-through rate than non-optimized emails. This means that if you don't prioritize mobile in your email marketing, you're likely missing out on a lot of clicks.
A 2019 study by Adobe found that more than half (54%) of consumers prefer to receive promotional emails on their mobile devices. This preference is even higher among younger consumers, with 63% of millennials and Gen Zers saying they prefer mobile emails. The consumers behaving in this study shows the exponential increase using their mobile devices.
According to a 2020 study by SaleCycle, 71.6% of all emails are opened on a mobile device. This means that if your emails aren't optimized for mobile, you're missing out on a lot of opportunities to connect with your audience.
A study by Return Path found that emails that display properly on both desktop and mobile devices have a 24% higher click-to-open rate than those that don't. This suggests that investing in mobile optimization can pay off in the form of higher engagement rates and better overall email marketing performance.
In recent years, mobile devices have become the primary way that people access the internet. This shift in consumer behavior has significant implications for businesses, particularly when it comes to their online marketing efforts. In response, Google conducted a study to determine the impact of mobile optimization on conversion rates.
The study analyzed over 100 e-commerce websites across various industries, comparing their mobile and desktop conversion rates. The results showed that mobile-optimized sites had a significantly higher conversion rate than non-optimized sites. Specifically, mobile-optimized sites had a 1.4% higher conversion rate than desktop sites, on average.
The study also found that the gap between mobile and desktop conversion rates was even wider for certain industries. For example, in the travel and hospitality industry, the conversion rate on mobile was 1.8% higher than on desktop. In the retail industry, mobile optimization led to a 1.5% higher conversion rate.
These findings make it clear that mobile optimization is no longer an optional consideration for businesses, but rather a necessary element of a successful online marketing strategy. In today's mobile-first world, businesses that fail to prioritize mobile optimization risk losing out on potential customers and revenue.
So what does mobile optimization entail?
At its most basic level, it means designing websites, emails, and other marketing materials with mobile users in mind. This includes using responsive design techniques to ensure that content is displayed properly on a variety of screen sizes, as well as optimizing load times and minimizing the need for zooming and scrolling.
Ultimately, the Google study underscores the importance of mobile-first thinking for businesses that want to succeed in today's digital landscape. By prioritizing mobile optimization, businesses can ensure that they are providing the best possible user experience for their customers, and reaping the benefits of higher conversion rates and increased revenue as a result.