With the total number of mobile devices set to rise to 2.6 billion by 2016 - up from 1.9 billion in 2012 - responsive email design is quickly becoming more important than ever. Responsive email, for the uninitiated, is essentially email that's designed to deliver the same viewing experience regardless of which app or mobile device the user is reading on.
You see, even though our mobile devices are never far away from our fingertips, and can be used for an increasing number of purposes - from banking and personal finances to games and gizmos - it may surprise you to hear that email remains THE most used functionality. A phenomenal 91% of consumers check their email at least once every day on their smartphone, and it's been reported that mobile email opens have grown by 180% in just three years. In fact, Adobe report that nearly 8 out of 10 people use their smartphone for reading email - which is, amazingly, a higher percentage than the number who use it for making calls.
This creates a critical challenge for marketers. It's generally accepted that email remains a tool with huge potential - how else can you deliver highly personalized and target messages to 100% of your audience? But, with 30% of consumers now EXCLUSIVELY using their mobile devices to access their emails, failure to deliver responsive emails can fatally undermine the ROI of your email campaigns. After all, over 71% of users will delete an email immediately if it doesn't display correctly on their device.
This infographic from the team at Instiller - an email marketing solution for agencies - lays out the case for responsive email design. It explores changing trends in mobile adoption and email use, investigates the growing shift away from desktop-only users, and illustrates some stats around how email advertisers and the industry in general are adapting to these changes.
It's clear - if you aren't doing responsive email design, then you aren't doing it properly!
