Email is increasingly read on mobile devices, but that doesn’t mean the desktop is no longer relevant to marketers.
This is one of several insights in a new report by Campaign Monitor that examines behavioral data from nearly 6 million email-marketing campaigns across devices and platforms. The findings show that the recent shift to mobile has made it more difficult to get readers to engage with content, unless marketers can drive a subsequent open in another environment, like the desktop.
The report includes information like benchmarks on open rates across different clients, advice on improving rendering, data on the relationship between opens and clicks and an overview of behaviors that increase engagement.
Here are some key takeaways:
• Go responsive: 41 percent of opens now happen on mobile devices
Opening email on mobile devices is now more common than opening in desktop or webmail clients. For this reason, marketers need to prioritize responsive designs to get the best possible outcome from their campaigns.
• Improve the content: First open results in fewer clicks on mobile
Readers are less likely to click through on the initial open from mobile devices than they are from their desktops. The standard for compelling content is higher than ever.
• Create incentive: Drive second opens on desktop
Mobile readers who open emails a second time from the desktop are 65 percent more likely to click through than readers opening for the first time. Marketers need to understand how to drive subsequent opens.
To learn more about optimizing your email campaigns in 2014, check out the full report: