An eye-opening new report from Campaign Monitor shows that while more people are opening emails on their mobile devices, fewer of those people are clicking links in those emails when first opened.
Through a series of slick visuals, CM shows that individuals who return to open an email are more likely to click through links, particularly if they re-open the message on a different device.
If a mobile reader opens an email again from a different device, more clicks happen. Mobile readers who open emails a second time from their computer are 65% more likely to click through. In addition to creating compelling content, marketers need to focus on optimizing their campaigns for both mobile and desktop environments.
Many marketers are increasingly focusing their efforts on optimizing emails and other communications for mobile devices, and that's certainly a good idea when you look at the growing usage of smartphones and tablets for ecommerce activity.
But the reality remains that mobile users, by and large, are on the go and less likely to take meaningful actions than users who are accessing their inbox via desktop or webmail. Mobile responsiveness is critically important to ecommerce success, but should not be emphasized at the total expense of more traditional platforms.
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