Up to 50% of web traffic comes from mobile devices. This calls for a change in the advertising approach. What should mobile email marketing look like to get smartphone or tablet users to open emails? You will find the answer in our article.
Mobile Email Marketing by the Numbers
The German portal Statista has published some surprising data on future trends in e-marketing. It is estimated that by 2022 the number of emails sent will surpass the astronomical mark of 330 billion. Mobile devices will contribute a large percentage of this total. This means that email marketing will play an increasingly important role in modern advertising strategies . Let’s take a look at these statistics to get a better understanding of the potential of mobile email marketing strategy.
First, let's consider the main future trends in the context of increasingly intensifying web traffic.
Companies that are actively utilizing email marketing practices greece phone number list will step up their efforts in the coming years with the addition of advanced segmentation (nearly half of the cases surveyed), content personalization (one in three companies) and persona targeting (just under 40% of companies).
The emphasis on this marketing tool is due to its high effectiveness, which has already been noted in previous years. Mobile marketing consumed around 13% of corporate advertising spending, while generating around 19% of sales value, convincing companies of the effectiveness of this way of reaching their target audience.
To get an accurate idea of the benefits of optimizing emails for mobile devices, it is worth citing the exact statistics on this phenomenon.
Mobile marketing. The indicators are promising
As statistics portal Statista pointed out, around 50% of all internet traffic recorded in 2019 came from mobile devices. More than half of emails were opened via smartphones, tablets or laptops.
Additionally, the most popular operating system used to open emails was iOS, while Gmail accumulated the largest number of email users (over 1.5 billion).
These indicators suggest that there is a clear advance in the use of email on mobile devices. Increasingly, companies are deciding to optimize the messages they send for better accessibility on smartphones and tablets.
mobile email marketing infographic
Is it worth targeting mobile devices?
Running a marketing campaign that ignores mobile audiences is a big mistake. Statistics cited by Aedestra, among others, point to this fact. The detailed report found that a significant majority of recipients would delete an advertising email that was not optimized for mobile viewing. The percentage who chose to do so was highest in the 56+ age group.
Furthermore:
According to data from MailChimp, implementing a responsive email system will increase unique impressions by around 15%;
Inadequate message optimization, or its complete lack, reduces the click-through rate . For PC, it is over 70%, and for mobile users, the figure is less than 20%.
Email Marketing Examples: Statistics at a Glance
3/4 of companies in 2019 ranked email marketing as an excellent marketing channel. It is valued not only for its ease of use , but also for its financial viability . It is the most effective tool used on a large scale in terms of return on investment. Likewise, it is also a readily applied channel that generates a low risk of failure.