As online marketers, we follow user trends closely, including Litmus’ monthly report of Email Client Market Share. Even a casual observer of email users has noticed that mobile email use is increasing; the speed of the increase might surprise even the most tuned-in email marketers. Email opens increased 48% in 2012 and 138% over the past 18 months. iOS devices alone (iPhone, iPad, and iPod Touch) make up about one third of all email opens. This chart from Litmus’ research shows just how much mobile email use increased in 2012 (the Y axis represents the % of users):
I don’t generally make predictions unless I feel very confident about them; I don’t want to be another talking head just throwing out guesses, hoping no one remembers if they are wrong. So I’m putting a little skin in the game.
Anybody working in this industry knows how horrible that would be. Even if mobile email opens don’t break the 50% barrier, 2013 is the year to make sure your email newsletter and your website are mobile-friendly. After all, users opening your newsletter on mobile devices are going to be clicking those links, right?
Create a great user experience for your customers by ensuring your online presence looks and functions great on all devices, whether they be desktops, tablets, or smartphones. If your business needs help providing a mobile-friendly experience, contact us. We’ve worked with many clients to create great responsive web design and email marketing, and we’d love to do the same with you.
