Lyris Connections Blog

Making the Case for Mobile-Optimized Email: The Numbers

Jun 17, 2014 by

This year, 4.55 billion people worldwide will use a mobile phone, and by 2016, mobile subscriptions are predicted to reach 8 billion, with over $750 billion of spend influenced by mobile devices. Whether cell phones, smartphones, tablets, or apps – the move to mobile devices is having a significant impact on consumer engagement. Mobile users interact with brands wherever, whenever, and however they want – and expect a seamless experience doing it.

What the move to mobile means for email

In the U.S., 65% of all email gets opened first on a mobile device (globally, that number is 50%) – and that’s great news for marketers. Mobile represents the most powerful mechanism yet for delivering contextually-relevant communications to consumers who are always on the move. As more people access email on the go, there is a higher probability that marketers will reach them.

Another very important statistic for marketers – 97% of all emails are opened only once, meaning your first impression could be your last. As an ever-higher percentage of these emails are opened on a mobile device, it’s increasingly important to make sure your messages are optimized for smaller screen sizes with clear and concise messages and distinct calls-to-action.

The increase in smartphone usage, in particular, is especially significant for digital marketers – not only in terms of the numbers of users, but because of the types of activities they are conducting on their smartphones:


What about tablets? Tablet computers are one of the fastest growing technologies every introduced. With adoption skyrocketing, as many as one in 10 people in the world could own a tablet by 2016, with an installed base expected to surpass 780 million. More tablets in the hands of consumers are especially good news for business-to-consumer (B2C) marketers. Here’s why:

  • Tablet users have been shown to spend 54% more than smartphone users.
  • 56% rate tablets as useful for shopping, compared to 38% for smartphones.

Does this mean you need to optimize emails for tablets as well? The answer is yes and no. In most cases, users will be able to read the full desktop version of your emails perfectly well on a tablet, which has a significantly larger screen than most mobile devices. You do have to remember that subscribers will be using their fingers and thumbs to navigate and click through, so make sure you still incorporate large buttons with plenty of white space. Mobile Optimization Guide

The World is Optimized for Mobile — Are your Emails? 

Now that you know the numbers behind mobile usage, your next step is to understand what you can do to optimize your emails for mobile. Over my next two posts, I’ll provide an overview of three mobile optimization options — how each one works, as well as the pros and cons — and four steps for implementing a mobile optimization strategy and keeping it running well. You can also download our complementary marketing guide, The World is Optimized for Mobile — Are your Emails? to learn more.

Sources: Movable Ink, Litmus, Experian, Pew

Deb Papp

About the Author: Deb Papp

Deb Papp is Marketing Communications Manager at Lyris. She develops content for lead generation programs and resources, company messaging, event and promotional collateral, and the Lyris website.

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