More and more people are using mobile devices to open and read email. It’s an unstoppable upward trend that marketers cannot ignore. Yet too many marketers haven't switched to responsive email templates, meaning their messages are ignored and their brands battered.
No end in sight for mobile
Leading email services provider Litmus has confirmed that, when it comes to opening email, mobile rules the roost. They report that “opens rose to 56% while desktop opens maintained at 19%. Meanwhile, webmail decreased to 25%.”
And in some industries the trend to mobile is even more extreme. My own work in the motor sector sees mobile with 74% of open rate share.
Looking at the Litmus list of top-10 email clients, what stands out is how Apple products dominate, with iPhone leading the pack. Apple’s sales may have dropped for the first time in over a decade, but its position as the device of choice for email consolidates.
With no sign of a slowdown in mobile usage for email, it is more important than ever to optimise your emails for mobile.