There’s been a lot of talk about mobile optimization recently, some going so far as to declare the period starting in 2010 the decade of mobile. But what do the facts say about the present?
The latest Email Industry Census from Econsultancy and Adestra can shed some light on that. According to the report, three in five companies are optimizing email for mobile devices, with an extraordinary increase of 144% over the past two years.
Is it a priority for email marketers?
In describing the type of marketing efforts they undertake, companies indicated mobile optimization as the second most-used after basic segmentation. In fact, 61% are already optimizing, whereas 27% are planning to do so.
What type of mobile optimization are your peers using?
While thinking mobile-first is not yet an ingrained practice in the minds of email marketers, 52% of companies have already adopted a responsive design template. However, only 32% of company respondents use the pre-header text for promotion. This is a missed opportunity, as it can help extend the up to 35-character visibility of the subject line.
What’s stopping marketers from optimizing for mobile?
On the company-side, lack of resources and time are often-quoted barriers, as one might expect. What’s surprising, perhaps, is that many in-house email marketers think their ESPs fail to provide them with the right tools and support to adopt a mobile-friendly/responsive approach to email. The fact that this was recognized as a common issue means ESPs need to raise their standard of service to meet the expectations of the modern email marketer.
Agency respondents seem to attribute a failure to optimize to the lack of understanding and buy-in from their clients, as well as budget issues. It seems that the rewards of a mobile approach are still to become clear to email marketers.
But don’t be fooled into thinking optimizing for mobile devices refers only to smartphones and tablets. As technology evolves and the wearable market grows, you need to start thinking of their effect on your mobile strategy. To help you prepare, read the post How will wearable technology contribute to the future of email marketing?