From March 2011 to March 2012, email opens on mobile devices increased by 82.4 percent. It’s expected to surpass both desktop and webmail views later this year. If you don’t plan for mobile email, you’ll miss a growing opportunity to reach your subscribers.
Mobile isn’t just the future of the Web. It’s the future of email marketing, too, but not all smartphones and tablets use Web standards to render easily readable email messages.
As your marketing team considers pursuing a mobile email strategy, Apple devices are on top. 31.4 per cent of mobile users have Apple devices, according to comScore’s stats on mobile subscriber market share. Windows users account for only 4 per cent of total U.S. mobile subscribers. That number is expected to reach 19 percent by 2016.
Create a responsive email campaign and marketing strategy that is legible on any mobile device, and you reap the benefits of having a broader reach; however, this isn’t possible when developing responsive emails for Microsoft Outlook on Windows Phones.
For example: while working on certain client’s mobile emails, we need to use in-line HTML to create a targeted mobile email message that can be read on both Apple and Windows handheld devices. CSS is OK on iOS devices, but those responsive emails look awful in Outlook. Microsoft promises to fix this, but it’s unclear when it will happen.
See how well your email client follows Web standards when it comes to HTML emails.
We work around the issue by using our HTML skills to create mobile emails that render well on any handheld device, ensuring the best-possible outcome.
Why is mobile email so important? 74 percent of the world population own a mobile phone. By 2014, mobile internet usage should surpass desktop internet usage (Source: Microsoft Tag). By then, most mobile emails will need to be easily accessed on the go.
Ready to plan your mobile email campaign? Survive a lack of standardization in today’s mobile email client landscape with expert strategy advice. Contact Inflexion Interactive.