Smoothing Out the Mobile Email Journey
Forty-one percent of brands send mobile-friendly emails, using either responsive or mobile-aware design techniques. That's up from just 22 percent in October 2013, but still a long way to go to catch up with consumers, who are reading the majority of emails on mobile devices at this point.
There's also a long way to go to catch up with brands’ websites, which are doing a much better job of adapting to consumers’ mobile habits. We found that 75 percent of brands use mobile-friendly landing pages for the primary calls to action in their emails. I previously thought that website development might have been holding back investments in creating mobile-friendly emails, but that's not the case.
Chad S. White is the author of "Email Marketing Rules" and research director at Litmus, which provides email teams with powerful tools for email creation, testing, analytics, and collaboration. He has written more than 3,000 posts and articles about email marketing trends and best practices. A former journalist, Chad previously served as lead email marketing researcher at Salesforce.com, ExactTarget, Responsys, and the Direct Marketing Association.
