Google’s recent major algorithm change, dubbed “Mobilegeddon”, was focused on rewarding mobile-friendly websites by ranking them higher in searches. For many, it was a change long overdue; internet searches on a smartphone or a mobile device are much higher than those done on a laptop, tablet and or desktop. So, while having a mobile-friendly website is a must when reaching today’s consumer, does that necessarily mean that an email marketing template should be responsive as well? It most certainly does, and here’s why:
1) Increased Click-Through Rates (CTR)
A responsive email template typically has a higher click-through rate (CTR). Customers that can easily navigate your email are ones that are more likely to respond to your call to action and click on your links. Your CTR is a critical portion of driving traffic to your website and an email campaign that isn’t easily navigated, or too difficult to read on a tablet is sure to frustrate users and force them to abandon pursuit.
2) Increased Customer Engagement
Increasing customer engagement is crucial. A mobile-friendly website accomplishes nothing if your emails themselves aren’t mobile-friendly. After all, your email campaigns drive a considerable amount of traffic to your website and they work when your customers are engaged and interested in your message. Increasing that traffic involves more than just sending out emails and hoping for the best. It’s no longer a numbers game. Instead, success involves testing that email on multiple addresses and continually tweaking that campaign with A/B split testing in order to find a layout where CTR is optimized.
3) Improved Sales
In the end, email marketing is all about increasing revenue. An email that is easy to open across all mobile devices is one that reaches today’s on the go customer. It increases your marketing reach and keeps you in in touch with your customers, while simplifying how you deliver time-critical information.
It’s not enough just to have a website that’s mobile-friendly. Your email is a primary marketing outreach tool and must be widely accepted on every device. This will increase your email open rates, increase CTR on campaigns and drive more targeted traffic to your website.
