Unique strategies
Return Path’s data shows that last month, mobile opens
surged on the Sunday after Thanksgiving, when consumers were at home sorting
through the first wave of email offers from retailers.
However, on Cyber Monday, email opens surged on desktops as
consumers opened their inboxes at the office.
The takeaway for marketers is that, increasingly, mobile
does not necessarily mean that users are on the go. Instead, consumers are
engage with mobile when they are not at work, meaning marketers need to develop
unique timing and tone strategies for mobile email campaigns likely to be reaching
people at home.
Another finding is the ongoing importance of iPads for email
marketers.
While much has been of the fact that iPad sales are
declining, they still make up more than 20 percent of the share of opens on iOS
devices.
There are also differences in mobile engagement rates by
country. In Britain, 62 percent of emails are opened on mobile while in the
United States, just 48 percent are opened on mobile. In Australia, the rate is
47 percent, Canada 40 percent, France 36 percent, Germany 35 percent and Brazil
33 percent.
“Marketers need to be prepared for consumer interactions,
specifically to email, across multiple devices and platforms from a design and
usability standpoint,” Mr. Sather said.
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