Six out of 10 consumers admit they feel "extremely uneasy" without their smartphones, according to a recent study by Omnicom Media Group.
Furthermore, IDC Research reports that 80% of smartphone users check their mobile devices within 15 minutes of waking up each morning, and 79% have their devices with them 22 hours a day.
Such stats should speak to marketers. The use of smartphones to read email doubled between 2009 and 2013, per Pew, while Campaign Monitor reported a growth of 180% in mobile email usage from 2011 to 2014.
More recent reports illustrate that mobile email is now commonplace.
Yesmail Interactive says mobile made up 46% of all email clicks in Q2 2015, while Adestra, a London-based email technology company, found 45% of its email opens were mobile. Moveable Ink places the number even higher: 66%.
Google recently announced that 75% of its 900 million Gmail users access their accounts from a mobile device. That’s 675 million potential customers. Yet, many marketers still don’t optimize their email campaigns for mobile.
That decision can have a profound and negative affect on email marketing ROI. Seventy-five percent of Americans will simply delete emails if they aren’t optimized for mobile, per a Brafton study.
Conversely, MailChimp states that a responsive email design results in at least a 15% increase in clicks. Any email marketing campaign easily accessible across any screen can
up open rates.