As per a 2013 survey* of marketers across the country, 27% of consumers and 25% of individuals using their business emails say they are likely to read marketing emails on their mobile devices.
This is something to take into account when designing your next email campaign.
By simplifying your marketing emails with shorter content and fewer calls to action, you can create an effective mobile email. The email campaign will perform better than complicated and dense messaging, while at the same time creating a better mobile experience for your prospects.
Be sure that any links within the email leads to a mobile-optimized website. This is extremely important. If a prospect uses their phone to go to a site that’s impossible to read and navigate, they’re going to leave.
Another thing to think about when deciding whether or not you want to be mobile friendly: prospects who used their mobile devices to read your email originally, are likely to reopen that email on a laptop or desktop. If you can reach your prospects on their mobile devices first, there’s a very good chance they will revisit your email later. This allows you to develop a deeper relationship with your prospects and keeps your brand top-of-mind because they’re seeing your content multiple times.
*MarketingSherpa 2013 Email Marketing Benchmark Report