With mobile explosion, marketers are running to their coders to come up with magic solution to ensure great email experience, regardless of device. But before you decide to adopt new design approach, ask these three questions to better understand the behaviors of your multiscreen-using subscribers.
Following are three analytics questions to consider:
Question 1: Which devices are our readers using to read our email now, and how will that change in the next few years?
How to find out: Use analytic tool that can detect how many of your readers are reading emails on mobile and other devices as well as which operating systems they’re using.
Question 2: How are readers interacting with messages on different screens, and are they taking the actions we want them to take?
Here are a few types of analysis to consider to help you determine where to focus your design and optimization efforts:
– Which device types are emails being opened on most frequently (e.g., iPhone, Android-based smartphone, iPad, etc)?
– Are subscribers that are engaging on mobile devices low or high-value customers?
– Are mobile openers converting more, less or the same as desktop users?
– Are mobile openers clicking more, less or the same as desktop users?
Question 3: Does our entire conversion path from email to landing page provide good mobile experience, and are we prepared to fix it if it isn’t?
Key challenge in this email/website alignment is often the huge effort of making the company site mobile-friendly. One email marketer redesigned the company’s emails using responsive design techniques, but was then told they couldn’t use the new designs because the website experience was not conducive to mobile users.
Extracted from “3 Questions to Drive Your Multiscreen Email Design Decisions“, Loren McDonald, VP of Industry Relations