Responsive design, a new challenge for email marketing in the mobile era

[RafiRiFat336205]

Responsive design is still not fully implemented in email marketing strategies. According to ExactTarget, 42% of marketing professionals do not use it for their emails, at most in a few isolated cases.

However, these marketers are aware of the importance of their email marketing campaigns being perfectly displayed on mobile devices. 24% of respondents admit that more than half of these emails are already opened on smartphones and tablets.

A fact that Movable already pointed out in 11-digit phone number format philippines November, reporting that 61% of marketing email openings are already recorded through these smart screens.

On the other hand, 4 out of 10 marketers always or very often use responsive design in their email marketing campaigns.

Mobile is also an important tool for promoting conversion. Yesmail also indicated in November that 15% of sales from email marketing actions were made from an email received via mobile. A fact that especially benefits retailers, who receive up to 18% of their income thanks to mobile mailing (Movable).

However, the CTR of mobile actions is too low compared to desktop (11% vs 23%, according to Yesmail). This may be due precisely to the lack of adaptation of the actions to mobile devices.

As if these weren't enough reasons for marketers to adapt their strategy to mobile devices, data from Experian Marketing Services indicates that the largest revenues come from the combination of mobile and desktop.

Another negative point that is detrimental to the strategy of these marketing professionals is that they have not yet integrated mobile into their overall marketing actions (41%); in fact, only 12% practice full integration. In contrast, of the 47% who have opted for full integration, 95% acknowledge that they have seen positive results. Meanwhile, 36% plan to design a multi-channel strategy to reach the customer and provide an integrated experience.

It is therefore essential that marketing actions adapt perfectly to any device, and that their design and planning take into account all the channels that may be involved, in order to maximize their reach and enhance results.