2013 is officially the first mobile holiday season for email marketers, since the majority of emails are now opened on mobile devices, according to Litmus. As we pass this latest mobile milestone, retailers seem to be responding with a newfound urgency.
In early October, ExactTarget looked at emails from nearly 110 major online retailers and found that only 23 percent were using mobile-friendly design techniques, while the remaining 77 percent were using largely desktop-centric design. The mobile-friendly group was comprised of 13 percent using responsive design, where the email's design and content varies based on the device it's read on, and 10 percent using mobile-aware design techniques, such as employing a single-column layout, large images and text, and tap-friendly calls-to-action.
Thanksgiving Week presented a few great opportunities for retailers to improve the performance of their emails by being mobile-friendly on some high-value, high-mobility days when consumers are very likely to be away from their desktops. Thanksgiving Eve, which is the busiest travel day of the year, offered a great chance to reach the increasing number of airline passengers on Wi-Fi-enabled planes and car passengers with 4G-connected tablets. Thanksgiving is on its way to rivaling Black Friday because of "couchbuster" deals and the rise of mobile commerce. And, of course, Black Friday is a huge test for mobile emails because many folks are out shopping at stores.
Mobile Optimization Has Increased Substantially
Looking again at the mobile-friendliness of retailers' emails during this critical Nov. 27-29 time period, our research found that 32 percent were using mobile-friendly design techniques, while 68 percent were not. That means that over the course of less than two months, the percentage of retailers using mobile-friendly email design increased by more than 40 percent, from 23 percent to 32 percent. That's a substantial increase and bodes well for gains to come in the first half of 2014.
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