We’re sure you are aware of the importance of optimising for phones when sending email campaigns (if not, it’s time to get up-to-date), but do tablets feature in your plans or do you assume that they’re covered under phone optimisation? If you are grouping tablets into the phone pot then you are missing a big trick and will want to read on…

Tablets – What’s the Deal?

Why the rise in tablets? This can be attributed to their many benefits – bigger screen than a mobile, not as intrusive as a laptop and thanks to recent innovations, more affordable than ever. Tablets are not only bridging the gap between devices but they appear to be securing their place in the hands of consumers, and we can only expect to see usage grow even further over the next 12 months.

Here are the stats in a nutshell:

• A whopping 195 million tablets were sold worldwide in 2013, an increase of 63% year-on-year.
• Over 1 in 4 Britons now own a tablet.
• Average usage of tablets is 14 hours per week.
• 6 in 10 owners say it’s their preferred device for accessing the internet.
• 65% of users in the UK use their tablet to check their emails at least once a week.
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How Can It Affect Your Email Marketing?

80% of people delete an email if it doesn’t display correctly on their device. Optimisation for tablets is usually assumed and not always openly stated. Tablets may fall under the umbrella of mobile devices but responsive for mobile doesn’t necessarily mean responsive for tablet. To add fuel to the fire, owners of multiple devices switch machines 21 times per hour. With this ‘second-screening’ users expect a seamless experience between mobile, tablet and PC. As a result optimisation is more cruical than ever.

Optimisation for All Devices

Don’t despair, optimising for multiple devices needn’t be the burden you thought it were. In fact utilising it as a fresh platform could actually increase your click throughs. Emails on a tablet feel more interactive than reading on PC and are more comfortable to view than on a mobile. Tablets allow you to create campaigns with plenty of big call-to-action buttons and larger fonts as well as the space to include plenty of exciting content. Your email can in fact have the best of both worlds.

Adding tablet optimisation to your campaigns doesn’t even have to add to your workload. Our responsive design works by looking at device’s screen width, and optimising the email based on it. There can be different versions of an email for mobile, tablet, PC and everything in-between. All without any additional effort.