The research firm eMarketer reports today on a study from Movable Ink that found the smartphone has surpassed the PC as the device used to open the greatest percentage of marketing email in the U.S. Smartphones were used to open 48 percent of all marketing emails in the U.S. during the second quarter of 2013, while PCs were used for just 38 percent. Tablets accounted for the remaining 14 percent.
But eMarketer also cites data from email services provider Yesmail Interactive that engagement rates for mobile falls far short of those on the PC. Recipients in the U.S. clicked on 23 percent of emails opened on a PC during the second quarter, while only 11 percent of emails opened on mobile garnered a click-through.
Those figures underscore the importance of creating marketing emails that deliver a great user experience. I’m constantly surprised at how many big, modern companies continue to send out email that is difficult or even impossible to read on the phone. And I often click through on my phone only to be delivered to a landing page that is ill-suited for mobile viewing. Email can be a tremendously powerful tool for marketers, but to fully tap its potential it must be mobile-friendly.