Informz’s 2012 Association Email Marketing Benchmark Report had good and bad news for marketers reluctant to invest resources into mobilizing their email marketing campaigns: desktop email results in higher open and click rates. However, the report also found that mobile email usage continues to rise. In fact, for the third year, desktop email software usage declined, while mobile email usage increased to 17%.
Making an email campaign mobile friendly does not have to be a significant deployment of resources. Sometimes it is a matter of a few changes, some of which may even be counter intuitive. Mailing Manager noted that many unsubscribe buttons are difficult to find when viewed on a mobile device, which doesn’t do the email marketer any favors.
"If subscribers can’t opt out via their mobiles they will simply do so from a desktop PC. However, that might not be the end of the matter as subscribers may also decide to report the email as spam as a way of getting their own back."
If you don’t want to see your sender reputation and email marketing campaigns damaged, it continued, "ensure that your mobile emails contain an easy-to-find unsubscribe link."
A Focus on Subscribes
Ros Hodgekiss at Campaign Monitor just developed a checklist for mobile email marketers that want to take a more proactive approach. Read his entire blog post here.
The starting point is making email subscribe forms more mobile-friendly so they require less time and effort to fill in on a mobile device, he wrote.
Ways to do that, he said include top-aligning labels, narrowing down forms, using fluid layouts for mobile devices, and staying away from lightboxes.