Make Sure Your E-Mail Campaign Is Mobile Ready

Jan 28, 2015 by Mark Maier

Have you ever opened an e-mail on your phone only to get what looks like a foreign film and language?  The Center For Media Research provides research on e-mail open rates and what a Mobile enabled integrated marketing plan can do for a client's e-mail marketing...

"The report found that the increase in mobile device usage helped to increase email open rates 6.5% compared to Q3 2013.

North American Email Open & Click-through Rates
Date	Click-Through Rate	Open Rate
2010
Q1	6.0%	22.4%
Q4	5.1	22.1
2011
Q1	5.9	23.3
Q4	5.2	24.8
2012
Q1	4.7	26.2
Q4	4.5	27.4
2013
Q1	5.1	31.1
Q4	4.4	31.0
2014
Q1	4.3	32.9
Q3	4.0	31.5
Source: Epsilon, January 2015

As consumers rely more heavily on mobile devices and engage frequently with email in this format, mobile devices make it easy for consumers to read their messages on-the-go, yet they’re less likely to click and purchase on mobile. Triggered email messages can help, says the report.

Triggered email messages are sent as the result of consumer action such as welcome, thank you, abandon shopping cart or confirmation.  From July 2014 to September 2014 Epsilon sent approximately 340 million triggered emails across multiple industries.

Triggered open rates were 76.7% higher than business as usual (BAU) messages in Q3. Triggered click rates continued to perform well, reporting 151.9% higher than BAU messages. Because triggered emails are deployed based on a consumer action they tend to have higher open and click rates, says the report.

Strong Performance Of Triggered Emails Over Time
	Open Rates
Date	Non-bounce	Open Rate TRG	Click rate TRG
Q3 2012	94.7%	47.7	9.7
Q3 2013	94.5	49.0	10.0
Q3 2014	93.3	55.6	10.2
Source: Epsilon, January 2015

The summary concludes by noting that many consumers open emails on their mobile devices but don’t follow through on purchases because of factors such as the mobile shopping experience or the fact that they’re on-the-go. An actionable tactic that marketers can implement based on these findings includes using triggers and retargeting when they know consumers are most likely to be at their desktop.

For additional information from Epsilon, please visit here."

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