If a business' email messages aren't optimized for mobile, they risk being deleted unseen.

Neglecting mobile email optimization could hurt business

As if businesses didn’t have enough reasons to use their email marketing lists to reach consumers on both mobile devices and PCs, new research indicates that failure to optimize messages for smartphones and tablets could have a detrimental effect on open rates and potential revenue.

Recent research from Constant Contact and Chadwick Martin Bailey found that 75 percent of consumers are “highly likely” to delete emails that do not correctly open on their mobile devices, and 80 percent believe it is “extremely important” to be able to read emails via this medium. This finding isn’t terribly surprising considering the widespread use of smartphones and tablets in everyday life.

“The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging,” said Jim Garretson, mobile product manager at Constant Contact, in a statement. “By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly.”

Additionally, mobile emails are particularly important for businesses looking to appeal to younger demographics. The study found that 88 percent of millennials read messages on mobile devices, with 50 percent calling their smartphones their primary email devices.

For companies preparing to launch mobile-friendly emails, it will be important for them to remember a few key facts about mobile devices. To illustrate, any buttons or links a business wants to customer to tap must be separated enough from another to prevent accidentally selecting the wrong thing. Additionally, the subject line needs to be even more direct and succinct, as the number of characters is usually limited to 35.

Firms shouldn’t shy away from adopting mobile strategies, as the channel offers the potential to boost the effectiveness of traditional business emails.

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