This enhancement to mobile email communications could help explain the inverse relationship between mobile and desktop click-to-open rates (CTO):
- Mobile CTO increased 18% YoY
- Desktop CTO decreased by 15% YoY
For example, due to responsive emails, consumers may feel less compelled to revisit messages on a desktop computer or delete them altogether if they’re hard to read on a small smartphone screen.
Although marketers have made huge strides with making email “mobile-friendly,” there are still open opportunities to make messages “mobile-actionable.” By “mobile-actionable” I mean using content that considers the mobile context to boost subscriber engagement and conversion. This kind of content can be informed by things like:
- Mobile devices’ functionalities
E.G. Click HERE to download our mobile app!
E.G. You’re 15 Feet Away From 20% OFF Gap’s Fall Collection
E.G. Stop In For Lunch By Noon Today And Get 10% Off
Here’s a real-world example from Marriott Rewards explaining how the brand launched an email campaign that generated a chart-topping amount of app downloads by catering exclusively to their mobile audience and tailoring their winning email’s calls-to-action to the mobile context.