Spike Email Marketing Mobile Responsive Case Study

Posted by Spike Case studies, Email Marketing

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As we revealed in our previous Spike News, we have created a case study detailing the importance of mobile responsiveness in email design and the results are fascinating. The number of people viewing your emails on a smartphone continues to increase so making your campaigns mobile responsive is almost critical.

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Read the Case Study

Our stats show that more and more people are viewing emails on their mobile and we are seeing this growth across all our clients. Recently we implemented additional tracking code on the emails of our key clients and this document outlines some of these fascinating results, including stats on the past edition of Spike News.

Large Corporate
This large corporate sends fortnightly emails with a changing header image and usually one main call-to-action. While the emails are never incredibly long, they are wider than a mobile screen and are therefore hard to read on a small screen. This is reflected below with the mobile users more likely to skim read or glance at the email.

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This is interesting because, as the below graph shows, over a third of all emails opened were on mobile, mostly iPhone and iPad. This is a massive slice of their database that they could be missing. These mobile users would have a much better experience with a responsive template.

Reading environment

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Small Retailer
This small retailer sends out regular sales flyers – these are short emails with one very clear call-to-action. The below charts show that mobile engagement is actually higher than desktop engagement As the emails often consist of a single large image, it is easily seen and tapped on mobile.

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Almost half of all email opens for this retailer is done on mobiles. That’s massive, this retailer is definitely doing things right!

Reading environment

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Large Retailer with Online Store

This large retailer sends weekly to bi-weekly emails with a number of products and call-to-actions. Even though these emails tend to be on the long side, mobile engagement is not far behind desktop engagement.

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Out of the three examples shown here, this client has the lowest percentage of mobile users in its database, yet it is still more than a quarter of the entire active database.

Reading environment

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Spike News

Now for the pièce-de-résistance: statistics on our very own Spike News. Desktop engagement is higher than mobile engagement, mostly due to the fact that these emails are sent when people are at work / to work email addresses.

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Only 15% of our database opens our emails on mobile. Considering this low percentage of mobile users, mobile engagement is still relatively high. Next time you receive an issue of Spike News, have a read of it on your mobile.

Reading Environment

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So, what does this all mean?

The ability to view and interact with your email campaigns on a mobile or small screen device is more important than ever. If a customer opens your email on their mobile and can’t read it or has a bad experience, how is this going to impact on your brand or sales?

Spike has the solution with our new mobile responsive templates – these are templates that auto-detect the screen size you are using and adjust the content of the email to suit. You may have noticed in the past few weeks that Spike News looks different on your mobile to your computer – the fonts are larger and the layout dynamically changes to a one=column format for easy
reading and finger tappability.

There are different options available with mobile responsive templates and we recommend analysing your database and building a bespoke template that is the best fit for your audience.

More Please
For further information, detailed statistics on your campaign’s mobile performance or a quote to add mobile responsiveness into your next campaign contact Spike.