Email marketing is a well-known and successful marketing strategy, but the increase in mobile devices has taken email marketing campaigns to a new level. People are busy and looking to check their email on their smartphones or tablets, meaning marketers have to be aware of how their company can accommodate the growing mobile marketing sector of their campaign.
Marketing communications company Knotice recently released its 2012 Cyber Week mobile email opens report, which found that of the 44.75 percent of emails opened on mobile devices during Cyber Week 2012, 28.22 percent were on smartphones and 16.54 percent on tablets. This is a significant increase from Cyber Week 2011, as only 30.5 percent of emails were opened on mobile devices.
Social media consultant Cynthia Boris blogged for the Marketing Pilgrim on the importance of making emails mobile-friendly for users. Boris explains that with the increase in mobile use, emails need to be mobile-friendly to ensure effectiveness. This means emails should not only be compatible for Apple products, but smartphones and tablets across the board. Researching all mobile devices in use by consumers could result in reaching a wider audience.