Mobile email is a major challenge for businesses as studies have shown that as much as 50% of marketing messages are opened on mobile devices.
Obviously the precise figure varies drastically from company to company, so the need to optimise for mobile will be less important for some businesses.
But even so, it’s an issue that all businesses will have to deal with at some point in the next year or so.
One option for dealing with mobile email is responsive design, which uses one set of code that renders an email differently when viewed on a desktop, tablet or smartphone.
This means that the user experience is optimised regardless of where and when the recipient decides to open the email.
It seems that this utopia is far from coming a reality though, as our Email Marketing Censusshows that a large number of companies do not have any strategy in place for optimising email for mobile devices, with 32% reporting this as ‘non-existent’, and 39% saying their strategy was ‘basic’.
For companies in the process of working out how to optimise their emails for mobile, I thought it would be useful to round up a few case studies looking at how responsive design impacts user engagement.