"before you decide to adopt a responsive, screen-agnostic or other design approach, it’s important to have a deep understanding of what’s actually going on with your multiscreen-using subscribers. Following are three analytics questions to consider:"
"Mobile forces you to focus. Mobile devices require … teams to focus on only the most important data and actions. … There simply isn’t room in a 320 by 480 pixel screen for extraneous, unnecessary elements. You have to prioritize. So when a team designs mobile first, the end result is an experience focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today’s desktop-accessed websites. That’s good user experience and good for business."
"When it comes to link and button placement in email newsletters, most of the decision-making seems to revolve around 'where they can be seen'. However, given the popularity of mobile email clients, should we also consider 'where they can be tapped'?"
"Currently, there’s no such thing as “mobile email standards.” But that doesn’t mean can just wing it—not when 70% of consumers say they delete emails immediately if they don’t render well on their mobile device.
The more you know about what limitations exist, the better off you’ll be. Here are some quick tips to get you headed in the right direction:"
People increasingly read their email — and their email newsletters — on mobile devices. Jacob Nielsen's research into the general usability of phones and tablets shows that small mobile phone screens present big usability challenges. They thus focused on email newsletter usability on those screens in our their research.
Return Path looked at nearly one billion data points for this mobile study to see how this growth was affecting email, and the numbers were clear: if you don’t know how many of your subscribers are reading your emails on a mobile device and you don’t have a mobile email strategy, you’re about to miss out on the next gold rush.
Mobile devices currently claim 16% of overall email client market share, with 85% of mobile email opens occurring on an Apple iOS device.
Is it time for a mobile email marketing strategy? Rather than guess, here's how to configure Google Analytics to show you the answer.
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