Marketers Refine Email Strategies

With up to 49% of emails being viewed on mobile devices, marketers should be optimizing their communications keyboardmousefor that format. In addition, too many marketers may have their email programs on auto pilot and are missing an opportunity to engage more subscribers with their messages. YesMail’s latest study contains great advice on how to address both of these challenges.

The average click-​to-​open  (CTO) rate for emails on desktop computers is 22%. That number drops significantly, to 11%, when emails are viewed on mobile devices. Some industries are experiencing higher than average mobile CTO rates. This is especially true for the consumer services industry which sees a 19% rate. Analysts believe these businesses are often online pure-​plays that engage with consumers in only one channel. As a result, they learned early on how to use the brief style needed for mobile email. Analysts might be right about this detail. Currently, only 11% of emails from retailers enjoy CTO status. Consumers engage in other ways with retailers, and these businesses likely focus on other types of promotions.

Analysts also say that the increase in smartphone ownership should drive marketers to prepare for the rise of hybrid viewership. Consumers will likely view incoming emails with the device they have at hand when these communications arrive For some, the device will be a desktop computer. For others, it will be a mobile device. Getting the format right across the different formats should be a top goal for email marketers.

In addition to upping their game on the mobile front, marketers should pay closer attention to their subscriber base. In this study, a subscriber was counted as active if they opened any email from the marketer in the past 90 days. The average active subscriber rate was 7.4%. One way to increase this number is to increase the frequency of contact. The consumer services and retail industries have the highest rates of both email and engagement. Part of their success is knowing how much is too much. Businesses with 20% active subscriber rates tend to send out a daily email and they offer something of value – such as a personalized daily deal. Researchers also discovered that marketers are segmenting their email lists and sending out smaller promotions to specific audiences. This technique is a good strategy as long as marketers remember that all subscribers should be contacted on a regular basis.

Have you optimized your emails to generate on mobile devices? Have you encountered any specific problems in this process?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.