Despite millennials having a reputation for being different from everyone else, their email behavior is very similar to that of older generations when it comes to the things that drive them to unsubscribe and report emails as spam, according to the findings of our Adapting to Consumers’ New Definition of Spam report.
B2C marketers have made great progress in creating mobile-friendly emails and websites over the past year, but serious risks remain, according to joint research between Litmus, Salesforce, and Fluent.
Joint research between Litmus and Salesforce found that marketers are still playing catchup when it comes to making their emails and websites mobile-friendly, despite being many years into the Age of Mobile.
A subscriber’s journey doesn’t stop at your email. In fact, your email is just the starting point! After convincing users to move forward with the call-to-action, they typically land on, well, a landing page of some type. Similarly to your email, if that landing page is difficult to read or interact with, the chances of your subscribers abandoning ship are pretty high. As a result, it’s important to make sure your emails and landing pages (or web site) are optimized for viewing in all environments.
While analyzing mobile traffic as part of 99u.com’s website redesign, Behance noticed that about half of their email subscribers were opening their newsletter on mobile devices. While they were already working on a responsive website, they realized that they needed to redesign their newsletter to match their new branding. They wanted to achieve mobile cohesion between their newsletters and website. Let’s take a look at the journey Behance’s subscribers are now taking—from mobile newsletter to mobile website!
When it comes to mobile optimization, it’s important to optimize the entire subscriber journey: if an email is mobile-friendly, but the landing page is hard to interact with (or vice-versa), then subscribers are likely to be turned off. As Matthew Kelleher from RedEye explains, “Not much point in optimising email if you don’t have a […]