Various surveys have shown that sales and conversion rates on mobile devices are higher than on desktop computers. At a recent event, sponsored by Selligent, Bryan Eisenberg said this was probably not due to the early adopter effect but to the different usage patterns and behavior on mobile devices. Would this higher conversion be the case for email marketing as well?
MediaPost refers to research, conducted in the US, indicating that the number of email opens and clicks on mobile devices is growing fast, in comparison with those on desktop computers and laptops.
However, this concerns general usage patterns, not medium-specific conversion rates.
Or in other words, the research doesn't conclude open and click rates are higher in mobile email, it simply says more people are reading email on mobile devices.
On the contrary, the report and article mentioning it, reveal that, although more consumers are opening emails with mobile devices, the click rates seem to be lower than on desktop computers.
The need of an integrated and cross-channel view
MediaPost urges marketers to optimize email for mobile devices and the mobile usage context. It’s clear that understanding the ways people use mobile emails, optimization and continuous testing are important to embrace the fast-growing role of mobile.
At the same time, it is also clear that it’s increasingly important to have a global customer and cross-channel interaction view to optimize conversion from a touch point rather than a channel perspective.
Adopting to the needs and behavior of a rapidly growing number of mobile consumers is a must, as is an increased focus on optimizing email content.
Most of all, the fast-changing media consumption habits, are again proof that a multi-channel reality requires a customer-centric and integrated conversion marketing approach.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
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