The 5 Levels Of Mobile-Friendly Email Design

[djbaxter]

The 5 Levels Of Mobile-Friendly Email Design: Time To Graduate
by Chad White, MarketingLand.com
August 11, 2015

2015 is the Year of Mobile. Just like 2014 was ? and 2013 ? and 2012 ? It?s become a bit of a joke, really. But what?s not funny is that consumers have been well ahead of marketers when it comes to mobile behavior.

Mobile reading of email is a prime example. Email reading is the No. 1 activity on smartphones, according to Salesforce. And roughly 50% of emails are currently read on mobile devices, according to the latest environment marketing share data from Litmus (disclosure: my employer). It has been hovering near that level for much of the past year.

Meanwhile, marketers have been racing to catch up. Over the past year, the percentage of B2C brands using mobile-friendly email designs for their promotional emails has grown by 36%, according to joint research between Litmus and Salesforce. However, even with that substantial progress, only 56% of B2C brands have adopted email designs that are mobile-friendly.

I say ?only? because brands have been much faster to adopt mobile-friendly designs for their websites. According to our research, 85% of B2C brands have mobile-friendly websites, which is up from 74% the year before.

The result is email experiences and Web experiences that aren?t aligned ? and, in many cases, are jarring. For instance, 8% of B2C brands send mobile-friendly emails, but their websites are not mobile-optimized, while another 37% have mobile-friendly websites but not emails. I?d like to focus on that second, much larger group.

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