90% of Your Emails Are Being Opened on a Phone

The latest email stats are in, and the shift to mobile has only continued. The latest analyses show that 59% of all emails are opened on a mobile device. This number has been steadily rising over the last decade, up from just 25% in 2012. And it includes people who are using email for work, which is more often done on a desktop or laptop computer.

So if you want to know how many of your consumers are opening up your marketing emails on their phones, is getting closer and closer to all of them. One company even reports that as many as 90% of all their email opens are happening on phones.

Think about that for a second. And before we determine what to do about it, consider your thinking if we knew the reverse. If we knew that only 10% of emails were being opened on phone, and that number was only likely to decrease, would we even give mobile optimizations a second thought?

No. And that’s the point. Desktop and laptop email readers will likely never drop to 0%. But there is never going to be a reverse of the current trend. More and more email users will be on mobile devices.

So why are you still designing emails for desktop clients? Why do you care so much what your emails look like on a desktop?

You shouldn’t. Your sole focus when thinking about emails, writing emails, and designing emails to be used in marketing should be – how is this going to feel/look/read on a phone?

Luckily, we find ourselves in the year 2019. There are established best practices for mobile emails – to ensure they load correctly, fit the screen, are easy to read, with buttons easy to click on.

Why aren’t you familiar with them yet? Why isn’t your email team using them?

Your competitors are.

When it comes to email, it’s no longer mobile-first. It’s mobile-only. From today forward, when you think “email”, think “mobile”. We shouldn’t even have to say it. The “mobile” should be implied.

Is Your Website Ready for Mobile-First Rankings?

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It has been an open secret (in marketing circles at least) that Google has been using mobile usability as a ranking factor for some time. And they have hinted at that becoming an even larger factor going forward.

Now, there is no published guide, nor will there ever be, that tells marketers how Google ranks websites. But one thing is very clear, in a mobile world, mobile rankings matter. Google knows this, and if your company is late to creating a great mobile experience for your visitors, you are about to see your traffic tank.

Pretty soon, without a mobile-friendly website, customers won’t be able to find you. They will search on Google (by typing or speaking) and a whole bunch of your competitors will show up. But you won’t.

Your website may continue to get traffic from people coming there directly, or from desktop searches. But those are becoming a smaller and smaller piece of the pie. And pretty soon your traffic will fall to zero.

Don’t let that be you.

What Matters on Mobile

Mobile usability depends on three things:

  1. Speed. Speed always matters online. But it matters even more for mobile. When customers are on their phone, they want things fast. The longer your website takes to load, the more annoyed they get, and the more likely they get to hit the BACK button. Google doesn’t want them to do that. So the more people that do that, the lower your ranking will get.
     
  2. Navigation. The way your customers move around your website on a phone is different than on a desktop. Instead of links, they need buttons. Instead of nav bars, they need menus. If a user can’t find their way from point A to point B, they will get frustrated. The sooner they do, the more likely they are to leave your website. Google doesn’t want that, and you’re going to get punished for it.
     
  3. Readability. Content that does not resize to a user’s screen is often difficult to read or interact with. Too much clutter or tiny type size are two of the most painful mobile usability issues that still happen on many websites. But again, these issues will lead to unhappy users. And Google can’t abide unhappy users.

In Conclusion

If your website is not mobile-friendly, the time to change that is now. Even if it is, you can do better. And you have to do better, because the mobile-first ranking algorithm is coming for your customers.

3 Things We’re Still Getting Wrong About Mobile

Did you know that the first QR Codes were invented in 1994? Eleven years later, in 2005, major brands started communicating with consumers using SMS. And in 2007, the iPhone launches and the world is hooked on smartphones.

Now it’s 2016. And we still have not figured out mobile marketing.

As with any new technology platform, there are many companies and marketers who have spent a great deal of time trying to figure out, trying to get ahead of consumers and figure out how to use smartphones to grow their business. But no one is doing it just right. And most companies are doing it all wrong.

What are we missing?

1. We don’t know how to define it.

Too many companies still don’t know what to include under the mobile marketing heading. We want a definition of mobile that is narrow and complete. But one does not exist. Mobile has grabbed a small piece of many different marketing functions – such as email, search, web design and development, social, and follow up. Mobile should instead be treated as a function within all other previously defined functions.

2. We expect consumers to use the mobile web the same way they use PCs.

In 2016, this is the biggest mistake companies are still making. We do not use our phones the same way we use a PC when it comes to the internet. We browse differently. We behave differently. We are looking to buy different items, complete different tasks. You can start to understand your consumers better by doing a side by side comparison of the analytics data on your website for mobile visitors vs desktop. Then create a mobile experience that more closely matches where those visitors are in the buying cycle, and what they’re looking to accomplish.

3. We think apps are the answer.

Apps are great. They are still a relatively new way for brands to interact and engage with consumers. But it takes a lot of effort to create and market an app that will be hit critical mass. Most apps flop. And we confine our understanding of mobile to the app store, we ignore all the other pieces of the mobile puzzle that are much easier to get right.

Five Big Ways Mobile Marketing is Morphing Social Media [Guest Post]

The following is a guest post written by Sophorn Chhay. Sophorn is the marketing guy at Trumpia, the most complete SMS software with mass text messaging, smart targeting and automation.

Think about it: You probably use your smartphone to check social media daily. Smart-devices have become social media power-packages, and they aren’t going anywhere. Facebook experiences approximately one billion users daily, and mobile marketers are cracking the social media code to craft invincible strategies.

Mobile has changed the way consumers access social media. In fact, companies are shifting entire social outreach campaigns to cater to the social-mobile user. If your brand is seeking a social media approach, mobile is the answer. Below, we discuss the five biggest ways smartphone access has changed the social media world. Let’s get to it:

One: Social Media is Being Used as a Coupon Hub

Mobile-powered providers are extending offers via Facebook, Twitter and Instagram. More importantly: They’re succeeding at it. Today, 90 percent of device users enrolled in SMS loyalty clubs feel they’ve benefited from the interaction. Because 2016’s M.O. deals with social-media-to-text optimization, mobile coupons are filling Facebook’s Newsfeed.

SMS loyalty clubs are bleeding into social media, but it isn’t a bad thing. Facebook Messenger has made social-media-based deals worth investing in. Customers are logging in, engaging in social activities and logging out with great in-store deals. Today, social media is a "jumping off point" for brand-lovers seeking in-store amenities, discounts and purchasing options.

Two: Social Media Apps are Replacing Web Browser Preferences

Last year, mobile apps overtook landing pages in terms of social media popularity. They’re leading to in-store sales, directing customers across channels and promoting one-time-only-deals. Really, mobile apps, themselves, prompted the change. Because mobile marketing professionals have integrated app access into widespread consumer service plans, social media users have been “trained” to be app-centric. This app-centric nature, in the grand social world, has shifted entire accessibility options. Social media, now, is primarily engaged by real-time apps.

Mobile apps are favored because of their incredibly responsive design, too. Experts reveal that consumers seek five key components of mobile-friendly web access, social media included:

  • Load times under three seconds
  • Ability to navigate to information within three clicks
  • Accessibility to sharing buttons

Three: Platform Market Segmentation

Mobile marketers need to compete on price. Fortunately, the new social-mobile world has given decision makers power over market segmentation. Younger mobile users are straying away from Twitter and Facebook. They’re opting for Snapchat and Instagram. Meanwhile, older audiences are focusing on LinkedIn and Google+.

Powerful mobile marketing strategies rely on effective market segmentation. Social media, today, has been totally morphed by the who’s-who of smartphone access. Instant Facebook and Twitter accessibility has split each platform’s user-base. In essence: Smartphones have escalated normally slow-moving segment drifts.

Four: News Consumption Through Social Media

Because mobile video has become increasingly popular, social media has become a go-to source for worldwide information. The days of newspapers are far behind us. Twitter and Facebook users, alike, have extended their personal need for news into profile pages and Facebook’s Newsfeed. Mobile has broken down barriers between social media users and information, meshing both audiences. Consumers won’t navigate away from Facebook to see hot trends or global events. Instead, they’ll swipe down to read current happenings.

Social Media as an Interactive Ad Platform

Interactive and native ads boost ROI and consumer retention. Of the two, however, interactive ads have surpassed all expectations in social media realms. Mobile access has jump-started the consumer’s love of interactive ads, and it’s fermented a deep appreciation for social media advertisements, too. Providers like Google, through mobile, have increased the social world’s love of interactive advertisements, leading to unprecedented levels of lead engagement via Facebook.

Mobile’s impact on social media can’t be stopped, and customer interests are constantly shifting to accommodate for Facebook-centric business strategies. If your business wants to hit it big, or, if it’s seeking a new digital platform, social media is a profitable destination.

What's Next?

What strategies have you implemented to improve the performance of your own mobile marketing campaigns? Use our comments section below to share!