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Why Mobile Optimization and Email Marketing Are Inherently Linked

Michael Hemsworth
July 21st, 2013
Mobile optimization is the process of creating content that’s able to be read and manipulated with ease on a smartphone or tablet, which is becoming of growing concern for many brands on a global scale. Relating the topic to email marketing, it wouldn’t appear at first glance that the two aspects have much in common, but the truth is that over the past several years they have become two notions that are best bedfellows.

More customers are viewing communication from brands on a mobile device now more than ever, so tailoring email communication with them to be easily consumed on them can contribute to a healthy relationship in the long run. If a customer receives an email, opens it, but is unable to view the content comfortably on their smartphone, it’s highly unlikely that they will go back on a later date to view on a traditional computer. As such, understanding this notion and working with it can help keep mobile customers interested long enough to convey a product, campaign or initiative to them.

According to Litmus, roughly 97% of emails will be viewed only a single time, which means that if they aren’t effective the first time, then the initiative can be all for not. Optimizing an email newsletter to be viewable on standard computer screens as well as mobile ones is key, but if the content links to a website that isn’t equally optimized then it could effectively roadblock the communication. As such, consider incorporating a responsive design aesthetic across the entire network for your brand to keep consistency at the peak of efficiency.

Check out Trend Hunter’s Technology Trend Report and Marketing Trend Report for more palpable content to help identify areas for growth, opportunity and innovation for your brand.