Talk about the rise of smartphones and tablets has been buzzing around newsrooms and online blogs for a few years now, and it is safe to say the rise is complete. It is now about evolution. In this article we will discuss how the smartphone and tablet market has evolved and how this affects email marketing.
Variation in devices and market share:
The smartphone and tablet market has changed shape over the last few years.
Based on the stats published by Reuters in 2010 (see above), the smartphone market was dominated by Nokia, followed by RIM’s infamous Blackberry devices. Apple’s market share was relatively small and Samsung appeared in the ‘others’ category. However, Nokia failed to get with the times and the Symbian operating system’s constant failure lead to a sharp decline in their market share and an eventual takeover from Microsoft. RIM’s Blackberry was one of the first on the market but failed to adapt, which allowed Apple and Android devices to take a big chunk of the market share.
A bulk of the market share is now dominated by Samsung, followed by Apple.
As you can see below, the market is becoming increasingly saturated. Smaller manufacturers are diluting the market share.
The same applies for tablets; in 2012 Apple’s iPad dominated the market.
Over the last couple of years Apple’s dominance has been diluted by Samsung’s ever improving technology, and many more affordable tablets on the market.
So how does shift in the market affect us as email marketers?
Effect on opens:
Email open rates have seen a sharp increase over the last few years. As it stands today, opens on mobile devices exceeds the number of opens on desktops. Check out our smart tips to improve your email open rates.
According to Econsultancy, 88% of people check their emails via a mobile phone on a daily basis. As we are now connected to the internet 24 hours a day through 3G/4G and wifi connections, it is becoming increasingly difficult to predict the best time to send an email. Smartphones have become extremely affordable. People can now access their emails at any time, whether you are sending B2B or B2C.
Our research at Campaignmaster has found B2B emails enjoy a good open rate at lunch hours during weekdays. We are talking about busy people who probably did not have the chance to check their emails before, can now do so while they wait in a queue for their lunch. That is a bit of food for thought. These busy people I am talking about do not have the patience or the time to navigate across a tiny screen trying to make sense of your emails. If you want these opens to convert into viable leads, your design needs to be flawless.
This brings me to design considerations. Research suggests 80% of smartphone users will delete your email if it is not easy to read. This means your email should be mobile optimised with clear call to actions.
Consider the ergonomics, you don’t want call to actions so small and condensed that they cannot be pressed easily by an average sized thumb. Stick to a single column layout, this will make it easy for you to optimise and given you are working with smaller screens; it will make your emails more aesthetically pleasing. Use percentages instead of fixed widths where possible, as this will help you create fluid designs that will require minimal optimisation.
Need some email design tips? Click here
Finally, test your email rigorously. First cover your basics; according to research conducted by Litmus in 2014 the most popular email client is the Apple iPhone’s default mail app, which is used by 27% of all recipients, compared to Gmail which is used by 15% of recipients. Testing to live email accounts is possibly the best way to test your campaigns, however there is only so many email accounts and mobile devices you can own and test to. This is where rendering tools come into play. Campaignmaster’s rendering tool allows you to test to 31 different email clients at the same time. If you would like more information on this feature, click here to arrange a demo.
Analysing your results:
Perfecting your email marketing strategy is an iterative process, analysing your campaign and implementing what you learn to your design is imperative to achieving your goals. You cannot go back to your design until and unless you have analysed and interpreted your results, and this is where I find most email marketers fail. In addition to the basic reporting, you want a tool that can report on mobile device opens. With your first campaign you want to identify which devices your recipients are using to open your emails. Use this information in the testing phase of your next email and ensure you are testing to all of these devices.
Sticking with the times, we at Campaignmaster offer one of the most powerful Advanced Analytics modules available on the market today. Click here to request more information.
The smartphone and tablet market will not stop evolving any time soon and will continue to impact our email campaigns. The only way to prevent your marketing strategies from suffering the same fate as Nokia and RIM is to continue to adapt, review and implement changes to your strategies. If you would like to discuss your email marketing strategy with experts in the field, get in touch with Campaignmaster today.