Your Email Had Better Be Also.
Written by Rob Lane.
“The mailout builder lets us easily preview how our design will translate from desktop to mobile. It allows us to really tailor each design to look its best for mobile which is so very important when 45%+ of our opens are on mobile devices.
April 21, 2015 was a significant date for many, especially if you run an ecommerce site. On that date, Google began rolling out their mobile-friendly update, boosting mobile search rankings for pages that are legible and usable on mobile device.
This makes perfect sense in a world that increasingly uses a mobile device to access the internet (over 50% and rising) and as Shopify store owners, you can sleep easily in the knowledge that the Shopify team has invested significant resources into their platform to ensure your store renders perfectly on a mobile device. You can read more on this topic, starting with this Shopify blog post.
2. But What About Your Email?
There has been a lot written about mobile responsive design but in many cases they are sorely lacking. Yes the images might resize but can you actually read the text? Often not. This is a great shame because here at Rare we see that users switch actively between platforms during the buying cycle.
Figure 2 shows the device type customers used to open an email. Across the sample, 49.6% of customers opened an email on their phone while 63.3% of customers opened an email on a non-mobile device. The 12.9% overlap represents customers who opened an email on both types of devices (and accounts for why the numbers total more than 100%). An interesting observation was that stores selling higher-ticket items, or items geared toward an older demographic, had high overlaps and slightly lower mobile-open percentages.
Of the customers who exclusively used one type of device or the other to open an email (i.e., the non-overlapping customers), 42.1% used a phone, and 57.9% used a non-mobile device
3. Rare.io’s Responsive Email Builder
All emails designed using our drag & drop designer are fully responsive, meaning that the email changes its layout on a mobile device for better display. Responsive design promotes “inbox survivability.” Emails that can be read easily when viewed on a phone have less chance of being swiped away.
In addition to being responsive, we’ve also removed the complexities of dealing with the HTML allowing the designer to truly represent their design on either desktop or mobile rather than fighting with code.
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now.
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.