5 Reasons You Need to Be Targeting Mobile Email Users

Robert Nachum

In recent years, a growing percentage of people have made the transition from desktop to mobile, choosing the latter as their leading digital platform. Web browsing, online shopping and checking emails on mobile have become the norm, especially when all it takes is just a few apps to consume your time with. Mobile has become our “friend”, replacing the same role the desktop filled not too long ago. In order to maintain that friendship, here are a few reasons why it’s important to target mobile users, especially via emails.

1. Mail is more popular on mobile. Fact.

According to a study conducted last summer, 52% of Americans prefer surfing on mobile over the traditional desktop platform. The numbers may not come as a surprise, as the importance of mobile in our daily lives increases by the hour, including our emails.

Since 2011, there’s been a tremendous growth for emails on mobile platforms, slowly but steadily replacing the desktop as the preferred choice for opening emails. For the past 4 years, email opening on smartphones and tablets has increased with an astounding 500%. These days, more than 50% open emails on their smartphones rather than desktops. The numbers don’t lie – with the steady growth of email apps and mobile consumption, more people will shift to mobile emails, and that’s where the targeting focus should be.

2. MMM = Mail’s Making Money

It’s all about the money, and a recent study shows that mobile is gaining plenty by email clicks. According to Yesmail, an email marketing solutions provider, mobile email revenue has risen in 12% from Q4 2014 to Q1 2015, and the numbers are expected to grow even more as the year winds down.

The statistics are even more astonishing, as 45% of email opens have occurred on mobile while 36% were done on desktop, indicating how mobile email has become more popular. However, one head popping question comes to mind – how did mobile email revenue grow when basically emails apps don’t cost a thing?

Social media and messaging apps are usually free of charge, and the same applies to email apps, as mobile users wouldn’t purchase a service they wouldn’t pay for on desktop. Yet, mobile email didn’t earn money miraculously – like any good app or service, it finds ways to make money. It all depends on the users.

3. Everything’s become smarter. Even emails.

Mobile users became smarter with time, knowing what suits them right. A top reason for the success of mobile email is the fact that users have a better knowledge of what they’re looking for, especially when it comes to apps. Mobile users wish to save their time while browsing on their smartphones, and checking emails is a time consuming action, especially at work. And as the old saying goes – time is money. Many users have reached the conclusion that if they’re already reading emails on their phones, then why go through all the trouble of viewing their mail accounts when those can be combined? The same users decided to make their email accounts clutter free, using apps like MailWise to keep all their emails in one place. This move may sound trivial, but for many users, this may be equivalent to an epiphany.

4. Making purchases via emails.

When reading emails, many users take the time to go over social and promotional updates, checking out online sales and bargains, along with reading the standard work emails. Then again, the idea of bidding for that item on the eBay app suddenly doesn’t sound too bad. Moreover, in 2014, e-commerce, and online sales have generated an amazing revenue of $ 304,100,000,000. With the growing use of smartphones and phablets for online shopping, the numbers will keep getting bigger by the end of the decade.

Not only will mobile sales improve and have better conversion rates, as mobile technology and its accompanying devices will enhance rapidly as well. The mobile experience is consistently improving, and each generation of smartphones outdoes its prior. Smartphones have become bigger, better, faster, and more important – becoming a product which is our second nature.

5. The ads do work.

An integral part of that nature is to click, stop and shop till we drop. In this case, all done with the touch of our fingers. The same fingers that click on emails will continue to push the “buy” button, generating revenue for retailers, emails and any company or app that does business on mobile.

Mobile users are apparently a great target for advertisers. Contrary to popular belief, mobile ads draw not only clicks, but conversions as well. Although users don’t click on too many mobile ads, it’s still a good way to catch their attention, especially if the ads are located in their email apps. The clicks won’t always lead to a purchase, but they will lead to your product, and that’s a start.

Looking for the perfect experience.

Mobile users have become smart users, as they are always looking for the best experience when browsing on various apps. Mobile companies are aware of that need and work their way to supply that demand, searching for the best ways to improve their products and services. Shopping apps, mobile and desktop alike, aren’t the only apps that will continue their steady improvement – email apps will also be easier to handle, giving a better user experience and a friendlier approach for reading multiple emails and maintaining accounts. Mobile consumers will always look for ways to simplify the experience of online shopping. Their wishes will be granted when email and shopping apps will integrate better, the buying process will become easier, giving users the experience they’re looking for, as well as generating revenue for mobile emails, which function much more than just for reading mail at home or at work.

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