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BizReport : Email Marketing : May 19, 2014

Few email marketers using responsive design in all deployments

Despite the use of responsive design in emails generating more clicks on opened messages, just 1% of marketers are using such design in all the emails they send out, according to a new study from Yesmail Interactive.

by Helen Leggatt

Today, more than half of all email is opened on a mobile device.

Furthermore, according to Yesmail's whitepaper, 'The Responsive Design Effect', hybrid viewership is also on the decline, dropping 12% quarter-over-quarter, indicating that only 7.5% of all consumers now open marketing emails on both mobile and desktop devices.

Yet, according to Yesmail's analysis of more than 5 billion emails sent by enterprise clients in the first quarter of this year, few are taking the move to mobile seriously and continue to send out email messages that do not render well on a small mobile screen.

Across all industries one-third (31%) do not implement responsive design for any of the email messages they send. A quarter (24%) use responsive design for more than half of all emails sent while 44% use it for less than half of all email deployed. That's despite responsive design emails performing far better than non-responsive.

Yesmail found that, of all messages opened on a mobile device, 11.9% of emails with responsive design are clicked compared with 9.8% of non-responsive emails - a 21% click-to-open increase.

"Adopting responsive design is a crucial email best practice that enables marketers to engage consumers whose behavior may change not only annually, but on a seasonal basis," said Matt Caldwell, VP Creative and Agency Services, Yes Lifecycle Marketing. "Marketers who don't want to be blindsided as seasonal events cause a temporary change in behavior should implement responsive design consistently, in every email they send."

Tags: email marketing, mobile email, mobile marketing

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  • Good article. Hopefully these stats will inspire more marketers to get serious about designing emails that are responsive.



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