The list below can help you argue the benefits of investing in mobile-related initiatives, whether you need to redesign your email templates, expand your email program into mobile Web and apps, or solve other challenges that prevent you from making mobile work.
1. Mobile traffic and sales surged in the November-December 2104 holiday shopping season: 22.6% of all online sales came on smartphones and tablets, and mobile drove 45% of all online traffic. (Source: IBM)
Mobile traffic also hit two all-time highs: 52% on Thanksgiving Day and 57% on Christmas Day, when mobile sales hit 35% of all online sales. Don't go unprepared this year.
2. More than half of all opens happened on a smartphone or tablet in 2014, compared with 30% on webmail services (Gmail, Yahoo) and 20% on desktop systems (such as Outlook). (Source: Litmus)
I can't think of a better argument for investing time and money to make sure your emails look and function right on every screen size. Your customers’ journey begins on mobile more often today. You don't want to lose them at the start.
3. Mobile app users are opening apps more often -- an average of 10+ times a month in 2014, up from seven monthly opens on average in 2012. (Source: eMarketer/Millennial Media/Localytics)
Apps have become part of everyday life for typical mobile users, but those engagement numbers can get better. Email is your missing link. Promote the app to your email subscribers, and send a how-to reminder to those who download but don't register activity.
Further, mobile push notification boosts app opens. That’s another email opportunity. Who knows how to message customers better than the email people? Remind your boss that you're the best person to optimize the marketing message mix.
4. Mobile users in the United States and Britain use an average of 24 apps per smartphone each month, but spend 80% of their time on just their top five, most time-consuming apps. (Source: Forrester)
This is a good argument for using email to boost your app's engagement:
Additionally, use email to drive users to engage with popular apps like Pinterest and YouTube -- where your company may have a significant presence.
5. Mobile payments accounted for 17% of transactions in 2014, with an estimated value of $37 billion in the U.S. alone; 24% of Americans have used a mobile payment system. (Source: MobileFOMO and PunchTab)
Your killer mobile website or gorgeous responsive-design email is missing something if you don't have a one-click mobile payment system like Amazon Pay or PayPal. Consumers having to type in billing address, credit card number and many other fields of information in public on a small screen is a significant barrier to conversion.
Why the Push for Mobile?
Because it's where your customers are going. The traffic is there, and sales and conversions are following in greater numbers.
Integrating mobile more deeply into your other marketing programs breaks down the traditional channel silos and moves you closer to a true 360-degree view of your customer.
Until next time, take it up a notch!