How Smartphones Can Change the Rules of Email Marketing

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According to a new email marketing report from Informz, 13% of consumers used their smartphones to check email in December, up 116.7% from the previous year, when the percentage was 6%.

However, email is different when viewed on a computer or mobile phone, which means that nowadays there is a higher level of demand in the field of email marketing so that all messages arrive in the same way and are readable from all devices, although at the moment, everything seems to indicate that the progress in this aspect is minimal.

There is no one-size-fits-all solution for marketers, and according to the new report, “to keep subscribers interested and engaged with your emails, it is imperative to understand how they use mobile in order to create a good strategy.”

To develop it, retailers will need to dig deeper into their africa email list consumers' data to see how they receive messages — for example, by examining how many view them in HTML format, which allows marketers to use more graphic elements than plain text versions, another format that consumers typically receive because they have indicated they prefer it.

If a retailer's software can't determine whether consumers want or can receive HTML emails, the only option left is to ask them about their email reading habits.

Once you have that data, you can decide whether to create a web version, a mobile version, or a design that works for both formats. The first option (web), is often used by companies with limited resources, and has a link to the online version of the message. The mobile-only design is much simpler than the one designed for a computer screen.

An email targeting both desktop and mobile delivery requires the marketer to pay attention to proportions throughout the message, for example, setting the alignment to the left. “Doing this will ensure that copy is not relegated to the center or right of the phone, forcing the reader to have to scroll horizontally to read your email,” the report says.

However, marketers need to step up and realize that the number of mobile email users is on the rise, and that “we may not have many consumers with these capabilities right now, but soon that number will increase.”

“We must start creating designs that pass the test of digital devices now to avoid being left behind,” the study said.